GIPSI, Tonic Worldwide’s HI+AI (Human Intelligence + Artificial Intelligence) division today launched the first Insights report on the Metaverse as NFTs.
“Metaverse loading” is a snackable mini report in the form of NFTs. The idea is to nudge people to get started on the topic of the metaverse and encourage them to start their own Metaverse journey. The report sheds light on the scale of conversations, emotions, early adopters and side-effects of the metaverse. Further, it shares thought-starters for brands to step into the Metaverse and grab more opportunities to offer more experiential engagement to their customers.
Key Findings of the GIPSI Report
Metaverse is here to stay. As of early Jan ‘22, 23.4 million conversations were happening globally and 414k conversations were happening in India. GIPSI reports rapidly changing emotions around the metaverse. What started as ‘fear’ has evolved into ‘concern’ which needs discussion and answers. On the other hand, the ‘mockery’ around it being a kiddish concept or a smokescreen has now got the audiences to feel the FOMO.
The early adopters of metaverse identified by GIPSI, based on the data as of early Jan ‘22 are Gamers, with 3.95 million conversations. They are the metaverse natives
Followed by investors, with 755K conversations. The Entertainers who are in search of a new stage stood third with 310K conversations. Last but not the least, brands! As they want to be part of the new marketplace.
Well, GIPSI also wants readers to not ignore the other side of the metaverse. The side effects. Some of these are the undercurrents and some, big concerns.
- Fear of eyes: While the larger conversations are, excitement around AR glasses, VR lenses, there is an undercurrent of concern about the impact of these on the eyes. Giving a clear indication for the eyecare sector to pay attention to.
- Future of brains: 1420% increase in conversations are happening around how it will affect mental health. Experts are concerned. This is not an undercurrent.
- Future of Environment: This is a mix bag. There is a good and bad side to the metaverse as far as the environment is concerned according to the data.
Anjali Malthankar, National Strategy Director, Tonic Worldwide said, “Metaverse simply put is an ‘experiential web’. It is still loading but it won’t take too long before it becomes a new way of using the web for everything. I think marketers this time are keen on not missing the bus, big-medium and small, all brand teams are eager to know and enter the space, which is a good sign. Unlike web2.0 where it took a pandemic for all brands to adopt digital, for web 3.0 there is no dearth of curiosity and excitement. Metaverse Loading is an attempt by GIPSI to get started on the topic by interacting with the report NFTs on Opensea.io”
