Why Companies Need to Start Building Their Metaverse Muscle Now 

Shutterstock's foray into 3D is a big bet on the platform's future

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The challenge

Though I’m confident the metaverse will become an everyday reality and a dominant media touchpoint in the future, no one yet knows what form it will actually take. This hasn’t stopped companies from making big bets and investing billions; for example, Microsoft bought Activision Blizzard, Facebook rebranded to Meta and Unity acquired the VFX division of Peter Jackson’s Weta Digital.

The looming question is whether making a big bet on something that doesn’t yet exist in a meaningful way makes sense for every company.

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