Roblox is a popular online gaming platform. It allows anyone to create their own games and play games developed by others within a wide range of genres. Some sources even refer to Roblox as a Metaverse. 

Is Roblox still relevant?

Many remember Roblox’s surge during the pandemic. Back in 2020-2021, the platform gained its peak popularity in the media. A year later, in 2022, Roblox started actively collaborating with brands. Companies like L'Oréal Paris and Adidas began leveraging Roblox for marketing through "advergames," creating immersive experiences to engage with younger audiences. That is how Roblox became not only a gaming platform but a lucrative marketing tool.

Is Roblox still relevant in 2025, or did it lose its original hype? Statistics say, yes, it is still gaining traction. As of early 2025, Roblox boasts over 380 million monthly active users and 85.3 million daily active users worldwide. 

Also, the platform continues to grow. Notably, a significant portion of its user base is under 16, making it a central hub for Gen Z and Gen Alpha.

Roblox as a marketing tool

Now, let’s break down Roblox’s marketing potential. Marketing in Roblox is strongly characterised by blending traditional methods with innovative digital practices, sometimes even experimental. The platform offers very specific marketing methods (that we will mention below), and thus, it is not suitable for every business. However, you may consider implementing marketing in Roblox if your business belongs to one of these niches: 

Before we move to how you can promote your business via Roblox, let’s take a step back and talk briefly about the main Roblox audiences, namely Gen Z and Alpha. Both of these groups represent the young audience under 30 years old. However, these two groups are not the same, demographically speaking.

Marketing Specifics for Gen Z (born between 1997–2012):

Marketing Specifics for Gen Alpha (born between 2013–2025 and ongoing):

Marketing methods in Roblox

Now, after we have outlined Roblox and its audience, let’s take a look at the various methods on how one could promote their business in Roblox. 

Brand Collaborations and "Advergaming"

Advergaming became the main and one of the most interactive marketing forms on Roblox. Here, brands can make partnerships with the platform and create immersive experiences within Roblox worlds. Some examples include:

Influencer & Creators' Marketing

Many influencers and creators have also collaborated with Roblox. Popular YouTubers and TikTok stars regularly feature Roblox content, driving significant traffic. 

Very recently, the platform announced the launch of new Commerce APIs, allowing creators to sell physical merchandise directly within their games and experiences. This update opens up a new revenue stream for creators and expands monetization beyond virtual goods and pay-to-access content.

Virtual Events and Concerts

Roblox hosts massive virtual events, concerts, and festivals, drawing millions. Live concerts by artists like Charli XCX, Lil Nas X, and BTS attracted millions of simultaneous viewers.

Also, Roblox has collaborations with film studios (e.g., Marvel, Disney) for interactive promotional events.

Metaverse Commerce Integration

Roblox introduced groundbreaking e-commerce features, directly linking digital and physical shopping. Previously, it announced its integration with Shopify, enabling users to purchase real-world products directly within Roblox.

Social Media & Community Engagement

Roblox heavily utilizes social media platforms like TikTok, Instagram, and Twitter/X for promotions and user interactions. It implements regular viral challenges and contests on TikTok, promoting new games or events.

Interactive community campaigns, encouraging user-generated content (UGC), fan art, and video submissions.

Also, active presence on Discord and Reddit to foster direct interaction and community loyalty.

Innovative Technology & AR/VR Experiences

Roblox continuously leverages the newest technologies for immersive marketing:

That is how Roblox is remaining not only an entertaining gaming platform for the young generations but also a versatile marketing tool. If you would like to know if Roblox marketing would fit your business, contact us, and we will make personalized marketing recommendations.

It’s the beginning of November, and we are just on the threshold of one of the most anticipated events of the year, both for customers and for businesses. A time when the sales numbers go black - we are talking about Black Friday season.

While customers are already planning what they are going to purchase during the sales season, businesses are focused on increasing sales, attracting more attention, and raising awareness about their lucrative deals. As soon as the enterprises put their Black Friday marketing strategy into action, it is better for them. That is how statistics show that businesses achieve a threefold increase in sales and revenue by strategically planning for the holiday season in advance.

In case you just started your Black Friday campaign planning, this article is for you. We collected the most time-proven and innovative methods for the Black Friday marketing strategy based on last year's statistics, new trends, and other businesses’ experiences.

Let’s take a glance at Black Friday 2023

The tendencies of Black Friday sales change every year. Recently, traditional Black Friday sales saw a slight decrease in foot traffic as more consumers preferred to shop online. Also, consumers tend to spread out their purchases over a longer period, thanks to early promotions and online deals.

Additionally, rising inflation and supply chain issues in recent years have impacted consumer spending habits, causing some fluctuations in specific retail sectors.

That is why it is important to observe customer behavior from the most recent years to adapt their strategies effectively. Thus, let’s take a glance at last year's Black Friday, which you should keep in mind.

Building on past experience and combining it with the latest methods, here is a collection of proven strategies that have consistently delivered results during holiday sales.

Winning Strategies for Black Friday

Break down Q4 into phases

Organizing Q4 in phases will help you meet, and even exceed your goals. Each phase gives you time to test, adjust, and improve elements like ads and promotions, ensuring everything works smoothly on the big day. You may try to separate the campaign into these phases:

Step 1: Identify your target audience's needs, assess inventory performance, and concentrate on marketing high-performing products. Plan strategic discounts to increase interest and participation.

Step 2: Use Black Friday to capitalize on peak traffic with appealing offers that build urgency and encourage impulse purchases.

Step 3: Post-BFCM (Black Friday, Cyber Monday): Don't underestimate the opportunity for further sales following the BFCM surge. Keep your promotions current to attract last-minute buyers.

Create a Black Friday landing page

A dedicated Black Friday landing page makes browsing easier and highlights your greatest bargains. Feature exclusive BFCM-only products to create urgency, package top sellers with discounts, and highlight your experience in areas such as e-commerce software development to get an advantage.

Black Friday is mobile

Give mobile optimization top priority to benefit from Black Friday's mobile-driven purchasing patterns. Adobe released impressive statistics highlighting last year's Black Friday trends, mentioning that shopping from mobile devices is prevalent. This trend will carry on in the near future.

That is how adding mobile ads to your Black Friday marketing is more important than ever. If you're unsure where to start, Adello has an exclusive offer on Black Friday. Enjoy 10% extra ad space on your next campaign*, with AI-driven algorithms working to reach the right audience at just the right time. Bring your Black Friday marketing to the next level!

*  on any new mobile ad booking made between 10/10/2024 and 2/12/2024. Requires full prepayment at the time of booking. Book by December 2, 2024. Terms & Conditions of Adello apply. Legal recourse is excluded.

Don’t forget about social media's importance

Continuing mobile ad importance topic, do not forget about social media and s-commerce. It allows businesses to build excitement, share exclusive offers, and connect directly with customers in real-time.

With shoppers increasingly relying on social platforms for product discovery and recommendations, social media can significantly boost visibility and sales during Black Friday. Last year, social media and mobile sales accounted for nearly $3 billion of Black Friday's record-breaking $7.4 billion in U.S. sales, representing a 21% increase year on year.

Black Friday 2024 trends

Combination online and in-store deals

While during the pandemic customers for obvious reasons shopped mostly online, after the pandemic people wanted to experience “hybrid shopping”. In fact, combining online and in-store deals allows retailers to reach a broader audience and cater to different shopping preferences. While online deals offer convenience for customers who prefer to shop from home, in-store promotions create an opportunity for immediate purchases and unique, hands-on experiences. This hybrid approach increases accessibility, ensuring that customers can engage with the brand in a way that suits them best. Additionally, combining both channels can reduce website traffic spikes, prevent online checkout delays, and drive foot traffic to physical stores, maximizing sales across all platforms.

Power of gamification

Gamification has been a popular trend for the past few years, especially during events like Black Friday, where users get a chance to try their luck. It adds an exciting, interactive element, giving customers an opportunity to win rewards and enhancing the shopping experience.

Use gamification to engage customers—offer discounts or rewards through games like spin-the-wheel, scratch-to-reveal, or interactive quizzes.

As a final thought, here is a reminder: The new methods how to catch customers’ attention appear every year, and the trends come and go. However, it is important to remember the essentials: The key to a successful campaign lies in understanding your audience and adapting these methods to suit their needs. With thoughtful planning and the right tactics, you’re set to make this Black Friday one to remember. Happy selling!

Back in 2021, Facebook made a bold move by rebranding itself as Meta. Zuckerberg announced that their main focus will be building the Metaverse. Since then, Metaverse has lived through a rise, when many startups aimed to be Metaverse pioneers, and a stagnation, when some companies pivoted towards AI as the new technological frontier, leaving the Metaverse behind. Even Meta itself faced significant challenges, with reports of massive financial losses due to its Metaverse investments. At the same time, the promised Metaverse, as Zuck described it in the very beginning, still needed to be delivered to the users.

Nevertheless, despite these setbacks, Zuckerberg still believes in the idea of the Metaverse. He acknowledges that developing such a digital ecosystem may take years if not decades. Thus, Meta continues to play a leading role in this field, as evidenced by its work on AR and VR technologies at Meta Connect 2024. 

What’s new at Meta Connect 2024

Meta At the end of September, Meta Connect 2024 took place, where the company introduced several novel technologies related to augmented reality, virtual reality, and AI. 

Meet Orion

One of the convention’s most discussed innovations was the Orion AR Glasses prototype. The AR glasses combine the familiar design of regular eyewear with advanced augmented reality features. Orion combines voice input, eye and hand tracking, and a novel EMG wristband to enable users to engage seamlessly with their surroundings. 

"We believe Orion is the most advanced AR glasses ever created,"  - Mark Zuckerberg

At the moment, Orion is not being available to the general public. AR glasses are presently exclusively available to Meta personnel and select users, with no clear schedule for commercial distribution.

Orion

Meta Quest 3S

Another news announcement at Meta Connect is Meta Quest 3S. This is a mixed-reality headset that will be available for pre-order on September 25 and will ship on October 15. With Meta Quest 3S, users can listen to music, make spreadsheets, play games with friends, and socialize. Zuckerberg underlined the device's versatility, stating:

 "This is what we're building: not the next gaming platform, but the next computing platform."

Meta Quest 3S

Hyperscape

Hyperscape is a technology that seeks to create realistic environments in the Metaverse. Hyperscape uses Gaussian Splatting, a volumetric 3D rendering technique, to generate realistic environments that make viewers feel physically present. This feature is currently in development, but it has the potential to change the way people interact with virtual environments.

Hyperscape

Meta AI

Meta AI also captured a lot of attention at the event. Zuckerberg made improvements to make the AI helper more adaptive and user-friendly. It is growing, with over 400 million monthly users and 185 million weekly users interacting with the AI across several platforms. Zuckerberg emphasized enhancements that enhance Meta AI's capabilities and make interactions more intuitive.

"Meta AI can now see and talk," he said, referring to new voice features available on Messenger, WhatsApp, Facebook, and Instagram. The AI can respond to human questions orally and analyze images sent over chat, detecting objects and making adjustments as needed.

Ray-Ban Meta

This innovation was not a part of the Meta Connect 2024, but this recent case also represents Meta's vector towards VR/AR. The collaborations with Ray-Ban have resulted in some fantastic smart glasses. 

"With iconic style and the latest in wearable tech, you can capture and share your world with photos, a video call, or a live stream, listen to your favorite playlist, and make a call or text using voice commands – all from your smart glasses. The Meta View app allows you to view, share, and save the photos and videos that you capture from your smart glasses, customize voice controls, and manage your settings." - From Meta website

Ray-Ban Meta

The future of VR, AR, and the Metaverse

The VR market is rapidly expanding, expected to reach over $22 billion by 2025. Speaking about Meta, the revenue from selling AR/VR glasses is growing every year. One of the key reasons for the growing popularity of VR is its increasing affordability, making it accessible to a wider range of consumers. Devices like Meta Quest have been priced significantly lower than many high-end tech gadgets, opening the door for casual consumers, gamers, and even educational sectors to experiment with immersive experiences. 

In contrast to VR, AR devices, despite having immense potential, are prohibitively expensive at their most. Thus, they are out of reach for regular consumers. Another problem with AR devices is the lack of audience for which they were designed.

The recent Apple’s Vision Pro’s starting price has exceeded $3,000. It’s viewed more as a luxury product than a mass-market solution. Dr. Jonathan Reichental, in his article for Forbes, claimed:

"Not long after purchasing and overcoming the novelty factor, many users began pondering how they might use the device. This was compounded by the lack of Vision Pro-specific applications and media."

Similarly, Google Glass, one of the first AR devices to be released, struggled with adoption, largely because of its steep price and unclear value proposition for everyday consumers. These pricing strategies have kept AR devices from achieving the same mainstream success as VR, limiting their impact and reach.

Since access to Meta’s Orion remains limited, questions arise about its future. First, will Meta be able to make this technology broadly available, or is it another long-term aim that may take years to achieve? Second, what will be the sale outcomes?

VR/AR devices are considered the main devices that access the Metaverse. The availability and clear purpose of devices are the keys to increasing awareness and adoption of the Metaverse. If AR devices remain expensive, they will continue to be limited to niche markets, and their potential will remain unnoticed. Thus, the faster companies can bring these technologies to a larger audience, the quicker the Metaverse will grow and become a central part of our digital world.

Year after year mobile devices continue to play a significant role in today’s digital marketing. In fact, there are many reasons why mobile gained such an important status in this industry. It provide direct, real-time access to customers, allow businesses to reach a large audience effortlessly, and offer multiple opportunities for engagement throughout the day. 

Mobile marketing is an umbrella term that encompasses different ways of how marketing can be performed via mobile devices. That includes mobile programmatic, in-app ads, mobile video, QR Codes, social media marketing, and many others. If you are considering mobile for your next marketing campaign, here's a catch: some mobile marketing methods are now outdated, while others are gaining traction and worth your attention due to their rising popularity. Let’s find out which mobile marketing methods are trendy on the market in 2024 and beyond.

Personalized Marketing

Users like personalization. Messages that are based on user data, behavior, and preferences spark more interest than regular plane text. Mobile personalization uses user-specific data like demographics, interests, behaviors, and location. This helps advertisers build stronger relationships with users by treating them as individuals. Basic personalization includes utilizing a user’s name or syncing messages to their local time for better timing.

As an example, take Pinterest. It takes into account the interests of the users according to their saved pins and sends personalized Pin suggestions via push notification on mobile devices.

Location-Based Marketing

Geofencing and geo-targeting deliver timely, location-specific ads to nearby customers, improving the relevance and immediacy of marketing messages. It can significantly improve campaign efficiency by reaching audiences based on their current location. 

Adello’s geotargeting solutions are optimized for viewability (vCPM) in campaigns, ensuring ads are only paid for when seen by users, which reduces wasted ad spending on invisible impressions. Leveraging audience segmentation tool Adello's “Audience Class” uses data on interests, which can further optimize Return on Marketing Investment (ROMI).

Gamification

Gamification was on the rise in 2020 and still continues to be an engaging way to advertise a product. Incorporating elements like awarding points for purchases, hosting challenges and contests, quizzes, and puzzles can make marketing campaigns more fun. 

A taxi service Cabify, for instance, offers their customers an interactive mini-game in their app when they are waiting for the taxi driver.

Mobile Commerce (mCommerce)

Mobile shopping continues to rise, with features like one-click purchasing, mobile payment options, and app-based loyalty programs becoming standard. 

Lush offers an mCommerse website with an Instagram-style feed of products. It has a strong "search" functionality, and a clear value proposition. Lush makes it easy for shoppers to browse, categorize, and buy products. The site's simplicity and product-focused design ensure visitors have a smooth shopping experience.

Augmented reality (AR) 

AR is still trendy. It provides an immersive, interactive experience that captures users' attention in a way traditional ads can’t. The audience can engage with products virtually — whether trying on clothes, visualizing furniture in their home, or interacting with 3D objects — all from their smartphones. 

Last year, Coca-Cola launched the #TakeATasteNow campaign, a great example of how mobile ad can work together with digital out-of-home (DOOH). Smartphone users could interact with AR visuals on screens in real-time and scan a QR code to receive a digital Coke Zero bottle on their phones, along with a voucher to redeem a real bottle. 

#TakeATasteNow

Video Ads

In the last couple of years, smartphones have become the main device for consuming video content online. There is no secret that video attracts our attention more than a static image. 

It is important to remember, that social media are overloaded with video content. That is why it is important to stand out with video ads and pay attention to brand safety.

There are many effective ways to utilize video in mobile ads. One of the most popular of them is social media video content. A great example of this is Ryanair. The marketing department is not hesitating to make funny videos using memes, and trending audio clips to connect with younger audiences. That makes such videos viral on TikTok, YouTube (Shorts), and Instagram.

User-generated content (UGC) on mobile

Reviews, photos, videos, or social media posts created and shared by customers about a brand or product, rather than by the brand itself — all of these are user-generated content. 

Brands can encourage their customers to produce such content, get an instant promotion for their product, and increase the brand or product recognition. One notable social media campaign that utilized UGC is Starbucks’ seasonal marketing on TikTok. Starbucks used a mix of TikTok user-generated content and employee videos to highlight seasonal items, such as their popular pumpkin spice drinks in the fall. That is how Starbucks leveraged social proof and FOMO (fear of missing out), creating an engaging and relatable experience for viewers.

Mobile advertising trends tend to last for several years. Most probably, the listed trends will be still relevant not only till the end of 2024 but several years later. Utilize these trends for the long-term marketing strategy. Also, recent years have shown, that sometimes new marketing trends can appear very suddenly, such as Metaverse in 2021 or generative AI integration in 2023. That’s why keep your eye on the upcoming tendencies on the market, and stay tuned! 

As the Western world watches the nonstop headlines about stock market declines, business bankruptcies, and big tech companies' headcount cuts, marketers are closely tracking the news on AI slowly stealing their jobs. ChatGPT questions the need for content creators; DALLE 2 steps on the way of artists and designers; web3-based social networks unites people into communities, changing the way they make purchasing decisions; the metaverse and NFTs set new standards for product presentation and promotion.

But before dropping it all and converting into Tibetan monks to find peace, think about how you, as a marketer, can use these mind-blowing technologies to achieve better results.

At the end of the day, with the lingering effects of the economic downturn and the continued geopolitical instability, it is more important than ever to stay ahead of the curve and be prepared for the changes that are to come.

In this article, we will explore the marketing trends shaping the industry in 2023 and how businesses can adjust their strategies to account for the hotter climate.

New trends to come:

Focus on people and communities

A focus on community and people is essential in marketing in 2023, as it allows companies to connect with their target customers on a more personal level. Through this kind of approach, companies can better understand their customers' needs, desires, and interests and tailor their marketing strategies to meet those needs. This will ultimately lead to increased customer loyalty and more efficient marketing campaigns that lead to enhanced brand awareness, higher sales, and greater customer satisfaction. Furthermore, by taking the time to build a strong community, companies can also create a more unified, cohesive brand identity that will extend beyond their products and services and create a lasting impression on their audience.

Participation experience (PX) instead of user experience (UX)

Participation experience (PX) is a great tool for marketing. It allows users to engage with a brand directly and on a personal level. In order to illustrate the participation experience, remember the sport. People get together in a sports bar to enjoy the game together, which creates a feeling of belonging and participation in something bigger. This experience is unique in comparison to when you do it alone.

Through PX, brands can create interactive and immersive experiences that are tailored to each user's individual needs and preferences. Furthermore, PX can allow companies to track customer engagement and preferences, meaning that they can more effectively target customers with relevant content and rewards. This can encourage customers to participate more and become more loyal to the brand. Additionally, PX campaigns can also be used to build trust and brand loyalty as customers feel more valued and appreciated. Ultimately, PX can help create a more powerful and rewarding connection between customers and brands - a key factor for successful marketing in 2023.

Focus on people and communities

Generative Artificial Intelligence

The latest releases of OpenAI are simply mind-blowing. From images to music to text – anything can be created in a matter of seconds. For example, former Square Enix game studio artist Christian Peñas recently created interactive concept art from Midjourney's creations. It looks like an entire scene from the game, which means that in 2023, brands will be able to use neural networks to create commercials and engage digital artists to do so.

Generative AI, for sure, has the potential to revolutionize marketing in a number of ways:

1. Improved Targeting: Generative AI can help marketers better understand customer behavior, allowing them to create more personalized campaigns and accurately target specific segments.

2. Automated Content Creation: Generative AI can help marketers create content more quickly and efficiently. This can lead to increased efficiency and cost savings.

3. Increased Conversion Rates: Generative AI can help marketers create campaigns that are more likely to convert, leading to increased ROI.

4. Improved Customer Insights: Generative AI can provide marketers with valuable insights into customer behavior, helping them to better understand their target audience and create more effective campaigns.

5. Enhanced Personalization: Generative AI can help marketers create more personalized experiences for their customers, leading to increased customer loyalty and satisfaction.

All these activities should still be aligned with a transparent data collection and processing strategy, but, for example, generative AI personalization could be particularly useful in e-commerce, where zero- and first-party-data-based personalized product recommendations and targeted ads could lead to increased sales and customer loyalty.

Extended Reality (XR)

Extended reality (XR) is a new technology that is quickly revolutionizing the way businesses market their products and services. XR is a combination of virtual reality, augmented reality, and mixed reality, and it allows businesses to create immersive experiences for their customers. This technology has the potential to revolutionize the way businesses interact with their customers and create powerful and engaging marketing campaigns.

One company that has embraced extended reality in its marketing is Coca-Cola. In 2019, they launched their "Share a Coke" campaign, which used augmented reality to allow customers to virtually share a Coke with their friends. Customers could take a picture of themselves with a virtual Coke bottle and share it with their friends. This campaign was a huge success, and it showed how powerful XR could be in marketing.

Back in 2016, Adello ran an interactive mobile advertisement campaign for Heineken, where users could shake their phones to cheer their favorite beverage with friends.

Another example of XR in marketing is the virtual store created by IKEA. This store was created using virtual reality technology and allowed customers to explore the store and shop for furniture without ever leaving their homes. This was a great way for IKEA to engage with its customers and create an immersive shopping experience.

Finally, there is the example of Lowe's, which used extended reality to create an interactive experience for its customers. They created a virtual showroom that allowed customers to get a better look at the products they were interested in. This was a great way for Lowe's to engage with their customers and create an immersive shopping experience.

Heineken Adello ad

As these examples show, with XR, marketers can bring their brand communication to a new level:

1. Increased Engagement and Reach: Extended Reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) can create immersive experiences that draw customers in and keep them engaged for longer periods of time. In addition, XR technologies can be used to reach new customers who may not be able to physically experience a product or service.

2. Enhanced Storytelling: XR technologies can be used to create stories and experiences that are more engaging and memorable than traditional marketing methods.

3. Improved Customer Experience: XR technologies can be used to create interactive experiences that are tailored to the customer's needs and preferences, resulting in a more personalized and enjoyable experience.

The Metaverse & NFT

Metaverse is a decentralized virtual world that allows users to create and trade digital assets, such as NFTs. It is powered by the ETP blockchain, which is a decentralized platform that allows users to securely store and transfer digital assets.

One potential benefit of using the metaverse in marketing is the ability to create immersive, interactive experiences for customers. For example, a company could create a virtual storefront in the metaverse where customers can browse and purchase products in a virtual environment. This could be particularly useful for companies that are looking to create a more engaging and memorable brand experience. Nike, Chanel, and Walmart are good examples of interactive experiences in the metaverse.

In early December 2022, cosmetics brands L'Oréal and Charlotte Tilbury partnered with ReadyPlayerMe, a meta-universe avatar platform. Now meta-universe users will be able to try on the brand's cosmetics on their digital images and use them on more than 4,000 Web 3.0 platforms and apps.

NFTs, or non-fungible tokens, have become increasingly popular in the marketing world. They have been used to create unique digital experiences, drive brand engagement, and create a new form of digital currency. NFTs can also be used in marketing in a number of ways. For example, companies could use NFTs to create unique, collectible items for their customers. These could include virtual goods such as exclusive in-game items or digital art, which could be sold to collectors or used as part of a marketing campaign. NFTs could also be used to create unique, one-of-a-kind experiences for customers, such as virtual concerts or other events.

One example of a successful marketing campaign using both Metaverse and NFTs was by the company CryptoKitties. CryptoKitties is a game that allows users to collect, breed, and trade virtual cats. The game was able to generate over $12 million in sales using Metaverse and NFTs.

CryptoKitties used Metaverse to create a unique digital experience for its customers. They used NFTs to represent each individual cat and allowed users to breed and trade their cats. This created an engaging and interactive experience that was unlike anything else on the market.

Metaverse and NFTs have also been used to create a new form of digital currency. Companies such as BitClave and Binance have used the Metaverse platform to create their own digital currencies. These currencies can be used to purchase goods and services, as well as to trade with other users.

Metaverse VR

Gamification

Game mechanics in digital projects are actively developing and becoming more popular. A study by Mordor Intelligence found that gamification increases user engagement with a brand by 30% on average, and the average annual growth rate for gaming mechanics will be 26.5% over 2022-2027.

As an example, Apple is using an achievement system to motivate users to exercise.

Interactive mobile strategy

The number of people going online from a smartphone has reached 5.31 billion in 2022, compared with 5.19 billion in 2020. The mobile strategy ensures that businesses can effectively reach these consumers with engaging and interactive content such as videos, engaging graphics, and interactive experiences tailored specifically to their target audience's preferences. Even the metaverses go mobile-first.

Additionally, the mobile strategy helps to ensure that businesses have an up-to-date presence on popular mobile apps and platforms, allowing them to reach a much wider trackable audience. Furthermore, mobile strategy provides businesses with the tools and resources to measure, analyze, and optimize their marketing efforts in order to continually improve their performance and reach.

The trends to stay:

Effective Mobile UX

Agency On3 analyzed the results of companies' UX updates and found that 37% of brands increased revenue by implementing a smart UX design. Every year, the importance of user-friendly mobile web platforms or apps grows. Make sure your site is optimized and loads quickly, your autocomplete fields work correctly, and your design elements are conveniently located.

In addition, websites and apps should be designed with the ability to use animation formats and short videos. The ability to convey important information in small portions and with dynamics will be key in the fight for audience attention, and in the mobile version, this is especially important.

Many global brands are already using short formats in the UX design of Home and Product pages. For example, the Apple Music homepage has an interesting scrolling animation that helps diversify the experience.

Voice assistants

As the technology continues to improve and become more popular, voice assistants are an excellent way to reach consumers in a non-invasive and natural way. They can be used to answer consumer questions quickly and accurately, enabling marketers to create more effective campaigns and better target potential customers. Furthermore, voice assistants can provide additional data and insights to help personalize marketing messages and offer more tailored content to customers. With the help of voice assistants, marketers can quickly reach their target audience and improve their chances for success.

In 2022, approximately 142 million people in the United States (42.1% of the population) are projected to use a voice assistant. According to Statista, 32 percent of US consumers owned smart speakers as of 2021, an 8 percent increase from 2020.

Voice assistants

Personalization

Personalization allows businesses to tailor their marketing messages to their customer's individual needs and interests, which makes it more likely that customers will respond positively to the marketing message. Personalization also makes customers feel valued and appreciated, as it demonstrates that the business cares about their individual preferences. Finally, it allows businesses to track customer spending and preferences in order to develop targeted campaigns and build better customer relationships. A McKinsey study showed that personalization could increase revenue by up to 25%.

Data security

In 2022, people paid even closer attention to how brands use their data. In 2023, this trend is likely to continue, and it is worth emphasizing the security of user data. Talk openly about how exactly you plan to use the information and strengthen the protection of sites and apps against hacking. 35% of customers will refuse to buy from the brand if it secretly collects its data and uses it for its recommendation system. So broadcasting your privacy concerns to customers will increase loyalty and attract a new audience. For example, Google is preparing to abandon cookies in favor of the Privacy Sandbox project, indicating a growing concern about the security and ethics of data access.

Cookieless targeting

Cookieless advertisement targeting has the potential to revolutionize marketing, as it not only enables marketers to target audiences effectively in more privacy-friendly ways but also gives them access to more accurate audience insights, retaining their trust.

By 2023, it is expected that cookieless targeting delivered by an AI-driven technology provider will be essential for marketers to continue succeeding in the digital arena. With the ability to target users without cookies, marketers can reach a larger, more diverse set of users, giving them the potential to gain deeper insights and reach new customers.

As an alternative to the cookies, it is recommended to use zero-, first, or second-party data or cookieless alternatives.

From the very beginning, AdCTRL™ by Adello has been committed to protecting user privacy by obtaining user consent, analyzing anonymized user behavior, and adhering to the strictest data collection and storage rules, like GDPR and CCPA.

Bottomline

Undoubtedly, 2023 will bring new challenges and opportunities in the marketing industry. With the right combination of advanced technology, creative content, and targeted strategies, organizations can stay ahead of the competition and maximize the success of their marketing endeavors. With the ever-changing world of digital marketing, staying up-to-date with trends and creating a comprehensive and effective marketing plan are essential for success.

Last week's “NTR — The Metaverse Summit 2022” was a truly inspiring event that highlighted discussions centered on the long-term goals and fundamental concepts of the metaverse.

The all-encompassing forum featured thought-provoking keynotes from industry leaders and ideas exchanged by industry professionals on Web3 and metaverse technologies and innovative business models.

After an enthusiastic start with the startup pitch competition for AUREA Award, the Summit featured over 20 sessions and more than 40 speakers.

Describe, don't define

One of the key takeaways from the Summit was the importance of focusing on building the metaverse rather than trying to define it.

The metaverse, as we idealize it, has yet to arrive. Today, there is a myriad of visions about how the metaverse will look in the future and what experiences it can provide to its participants. As we move into a new era of interpersonal and social interactions, we should shift our focus from defining and framing novel concepts towards imagining the broader horizon of what they can become and how they influence our lives.

Spatial Computing instead of VR

Another key point that was discussed was the concept of "spatial computing" rather than the simple term "virtual reality".

Spatial computing is a term used to describe technologies that allow people to interact with digital information in a three-dimensional (3D) environment. This can include virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies, as well as other technologies that enable people to interact with digital information in a more intuitive and immersive way.

Spatial computing can also refer to the use of 3D sensors and other technologies to enable computers to understand and interact with the physical world. In general, spatial computing is focused on using technology to enable people to better understand and interact with the world around them, both digitally and physically.

The metaverse is not just about digital experiences but about breaking free from the screen and experiencing the world in a new way.

The metaverse will essentially become a collective, phygital world that people can enter and interact with using spatial computing technologies. For example, spatial computing technologies could be used to create and populate the virtual environments of the metaverse, allowing people to interact with each other and with digital information in a more immersive and intuitive way.

Additionally, spatial computing could be used to enable people to move seamlessly between the physical and virtual worlds, allowing them to access and interact with the metaverse from anywhere at any time. Overall, spatial computing is likely to play a key role in the development and growth of the metaverse, helping to shape the way that people interact with each other and with digital information in the future.

Towards Equity & Inclusion

One of the strongest potentials of the metaverse to address social issues, such as equity, equality, and inclusion, was also discussed.

Since the concept of the metaverse is still largely theoretical, it is difficult to say exactly how it will achieve it. However, it is likely that the metaverse will provide new opportunities for people to interact with each other and with virtual environments in novel ways. This could potentially lead to new forms of social organization and communication that could help address a range of social issues. It is also possible that the metaverse could exacerbate existing social issues, depending on how it is designed and implemented.

Ultimately, the impact of the metaverse on social issues will depend on the choices and actions of the individuals and organizations involved in its development and use.

Since decentralization and self-regulation are key Web3 topics, it is likely that we will see innovative approaches emerge.

Becoming a Part of Something Bigger

The importance of community in the metaverse was also emphasized. The metaverse future is not just about technology but about bringing people together and creating a sense of belonging and connection.

In the metaverse, communities can come together and interact in ways that are impossible in the physical world. For example, people from different parts of the world will be able to meet and interact in virtual spaces, forming communities based on common interests or goals.

These communities will be able to collaborate and work together on projects and initiatives that are too large or complex for a single person or group to tackle. For example, a group of architects from different parts of the world could come together in the metaverse to design a new city, with each member contributing their expertise and knowledge to the project.

Furthermore, the metaverse will allow for the creation of virtual events and gatherings, like the Burning Man Project, where communities can come together to share ideas, participate in discussions, collaborate, and create together. These events will be able to reach a much larger audience than traditional physical events and will allow for greater participation and engagement from members of the community.

This way, the metaverse is expected to amplify the role of the community by providing new ways for people to come together, interact, and collaborate on a global scale.

NTR — The Metaverse Summit 2022

From User to Participation Experience

In the metaverse, people will be able to interact with each other and with digital content in real-time, creating a shared virtual environment. The term Participation Experience (PX) was suggested instead of User Experience (UX) to better describe the metaverse and its focus on community.

This is because the metaverse is not just a product or service that people use, but rather a shared virtual space where people can interact with each other and with digital content. As such, the focus will be on creating engaging and immersive experiences that allow one to participate in and contribute to the metaverse. In terms of design, this shift from UX to PX will involve a more holistic approach that considers not only the individual user experience but also the collective experience of all participants in the metaverse.

This will require designers to consider a range of factors, such as the social dynamics of the metaverse, the role of digital content and artifacts, and the ways in which people can interact and collaborate within the virtual environment.

Overall, the shift from UX to PX in the metaverse will require designers to think beyond traditional user-centered design approaches and instead focus on creating engaging and immersive experiences for participants in the virtual world.

Embracing Uniqueness

Lastly, personalization and self-expression were highlighted as key components of future experiences.

In the metaverse, people will be able to create and wear virtual clothing and accessories that can be customized to their unique tastes and styles. This will give the ability to experiment with different looks and identities in a way that is not constrained by the physical limitations of the real world.

The ability to personalize our experiences in the metaverse opens up new possibilities for self-expression and breaking free from the limitations of the real world.

Experiencing Through gaming

Gaming in the metaverse was another key topic of discussion, with a focus on entertainment and community building. It is likely to play a significant role in the development of the metaverse.

The immersive and interactive nature of gaming makes it a natural fit for the metaverse, and many of the technologies and concepts that are being developed for the metaverse, such as virtual and augmented reality, have already been explored extensively in the gaming industry.

As the metaverse continues to evolve, it is likely that gaming will continue to be a major driving force, both in terms of the technologies that are used and the ways in which people interact with and experience the metaverse.

Bottomline

Overall, the Summit was a truly inspiring event, providing valuable insights and discussions on the future of the metaverse and its potential to change the world.

We are looking forward to next year's edition to hear more hands-on applications, success stories, and new discoveries of the metaverse.

Previously, we reported the metaverse expansion and appearance of whole new worlds and entire cities on the different Web3 platforms. The new meta-buildings are popping up, such as brand shops, fashion stores, offices, playgrounds, and even UAE's Ministry of Economy office. On top of that, more and more companies are creating their offices in the metaverse.

ArentFox Schiff goes to the metaverse

Recently, ArentFox Schiff, an American Law company located in Los Angeles, built their office in the metaverse. That is how the company became the first major US law firm to build and launch an office in this new virtual world.

ArentFox Schiff offers legal solutions "to achieve today's targets and anticipate tomorrow's problems". The main focus of the company is business-oriented legal counsel that helps their customers in order to achieve their commercial goals. Also, ArentFox Schiff is deeply rooted in government service and committed to the administration of justice. The company has clients in various fields. Their clients include Brooklyn Nets, Los Angeles Lakers, Diesel and Ferrari, Warner Bros, Discovery and many others.

The company ArentFox Schiff has always considered itself tech-friendly. On top of that, the Metaverse, Blockchain & Digital Assets team, among the largest in BigLaw, communicate with some world's top companies and help them create the strategies for Web3 adoption. For one, ArentFox Schiff was consulting PwC regarding becoming the first international professional services network to publicly enter the metaverse.

ArentFox Schiff Chairman Anthony V. Lupo, commented on the firm transition to the metaverse:

"The Metaverse stands to disrupt nearly every industry – fashion, sports, real estate, the list goes on – presenting immense possibilities and potential risks. ArentFox Schiff has been helping world-class brands in these sectors enter the metaverse, and now with our new office in Decentraland, we can call each other virtual neighbors."

ArentFox Schiff is located in the Luxury Fashion District in Decentraland.The office is designed by Voxel Architects, a Metaverse digital architecture studio dedicated to building virtual buildings. It has four floors featuring conference rooms and a private meeting space.

Offices in the metaverse

There has been a sharp decline in interest in the keyword "metaverse" in Google searches this year. However, while the excitement may be subsiding, companies are still interested in the virtual world.

In March 2022, companies either launched or revealed plans to build metaverse offices, which will be used for online meetings with international customers, improve working spaces, and optimize communication with users. While some employers may start experimenting with the metaverse, widespread adoption of such a virtual space with digital avatars will still need to wait at least a few more years.

Benefits of the metaverse office

Indeed, offices in the metaverse are not a new thing at all. Now we see how companies establish their offices on the different Web3 platforms. There are several benefits of doing this.

Metaverse land prices are down

Land prices in the metaverse have been falling for weeks. Land prices in Otherside, the most popular metaverse project of recent times, have recently lost 15% of their value. Other metaverse plots with high market values are similarly declining in price. These include projects such as The Sandbox (SAND), Decentraland (MANA) and Axie Infinity (AXS).

This would be a good opportunity for companies who want to purchase land in the metaverse.

To be closer to the Gen Z

Large international brands, such as Walmart, recently entered the metaverse game to be closer to the younger generation, namely millennials and generation Z.

Open-mindedness toward new technologies

In the modern world, it is important for companies to declare their statement to their audience. Open-mindedness and sympathy for innovation can be good indicators for customers. In the case of ArentFox Schiff, that work with Web3 cases, transferring to the metaverse would be a logical decision to prove to potential customers that they are offering services related to Web3.

Making dream office come true

Some office ideas regarding the interior or location can never come true. The good news is that metaverse rent is way cheaper than real one. On top of that, any kind of wild ideas regarding how the office will look can be recreated in the metaverse. That will allow to create a unique place both for coworkers and to present the clients.

Marketing move

Since real estate in the metaverse is still a new thing that is hyped around, the companies can use this opportunity to draw the customers' attention and to brag before the competitors.

Disadvantages of the metaverse offices

Low ROI

There is no guarantee that the money spent on the metaverse will bring high returns. Indeed, the metaverse office is a good feature, but it doesn't bring financial benefit directly. The companies should be considerate if they are willing to invest money in the metaverse land, which can quickly depreciate.

There is no exact reason

In order to justify the money spent on the metaverse office, the companies would have to determine the exact reason for such a purchase first. Is it a marketing movement, or is it just a fancy thing to buy, or maybe it is just excess irrelevant spending from the marketing budget?

Clients are not ready

You may be ready to buy the property in the metaverse, but your customers can not be adapted to such innovation yet. Perhaps the metaverse is an absolutely unknown word for your clients, and your target audience can be reached through different marketing channels.

So pick up that phone and call your friend, colleague or client to meet in person. It always creates stronger bonds.

Have you also noticed that more and more social platforms implement avatars? Last month Instagram added this feature, and shortly after, TikTok also included avatars in their app.Avatars have existed for a long time but recently gained a second wave of popularity due to the metaverse trend.

Users love avatars: It’s so exciting to have a digital copy of yourself. On top of that, you can be whatever you want in the digital world.So, what are avatars? Why are they so special to us? And what are their future utility?

Origin of avatars

Let’s start with the definition. Avatar is a graphic representation of a user, his online alter ego.

The word “avatar” takes its roots from Hinduism and means a being who embodies a god. Its initial goal was to reflect specific character traits of a person and help create a fairly accurate impression of his inner spiritual world and status (the nickname also serves this purpose).

Also, avatars had a decorative purpose. In addition, avatars simplify the perception of the topic discussion: They make it easy to associate posts with their authors.

The gaming industry was the first to implement the concept of avatars. It was used in 1985 in the computer game Ultima IV: Quest of the Avatar for the first time. Ultima has been releasing its series of adventure games since 1981, and becoming the Avatar was the goal of the fourth part.

The term was later adapted in the role-playing game Shadowrun (1985) and the online role-playing game Habitat in 1987 (this game is considered a forerunner of the metaverse).

Today, most games offer users to create their avatars and select their look, equipment, and other features.

The rapid development of the Internet led to the active use of avatars (a commonly used word for profile picture) in blogs, forums, and instant messenger services.

In the late 2010s, even before the metaverse trend went viral, several companies established a special feature for creating avatars, for instance, Apple and their memoji, Snapchat’s Bitmoji, and Zepeto.

Now, 3D avatars are becoming more and more widespread. The main advantage of such avatars before 2D pictures is dynamics. That means avatars can move and interact with other users.

The Wide Utility of Avatars

Avatars have come a long way from video games to an integral element of the metaverse. Let’s take a look at how avatars are used today and what their future prospects are.

Social media

Many social media platforms use avatars - Facebook (Meta), Instagram, Tiktok, IMessages, Snapchat, and Zepeto - just to name a few!

This can be easily explained by the fact that most social media developers understand the upcoming trend of virtualization and moving in the direction of metaverse development. Indeed, In Web 3.0, social media will be transformed, so avatars will be a vital part of them.

Social media avatars
TikTok avatars, photo from sea.mashable.com

Brands

Have you ever spent money to buy “skins” for your character in the game? Users are fond of making their avatars unique and are willing to modify them by purchasing different appearance items. And if something can be monetized, brands immediately jump at it.

Some brands, like Nike, MacDonald’s, or Gucci, have already contributed to this area and even created their own metaverse space. And avatars are expected to be used there.

Consequently, brands have started designing different skins and fashion items for avatars to sell online. Fashion and luxury brands will have a particular advantage in this field: Customizing the character not only with ordinary skins but also luxury items with a certain value, isn’t it cool?

Games

Games will evolve and become more immersive. The need for avatars representing gamers in the metaverse is becoming more crucial.

The quality and resolution of in-game avatars will increase, and with innovative motion-capture technology, player facial expressions, emotions, and movements can be transferred to the game.

Virtual people

In the future, AI-driven avatars that don't require any human management will be a part of our daily lives. Such smart avatars can be helpful in different fields: from bot-consultant in retail to personal assistants and virtual influencers.

Of course, AI-driven avatars can be anything, but to accelerate user adoption, these avatars will look like people. Such skeuomorphism is used to give something new a familiar look to speed up acceptance and adoption. In other words, to feel more comfortable chatting with AI-avatar, we would still need a person to see.

Beyond that, these avatars can be indistinguishable from real humans. A neural network, of Samsung NEON, for one, can create an image of a person and animate it based on a huge database of uploaded photos.

And this is no longer a futuristic concept! Artificial humans like Lu do Magalu or Lil'Mikela are taking over the digital world. They have millions of followers; meanwhile, they represent fashion brands and collaborate with different companies. On YouTube, they rack up 1.5 billion a month and earn $100,000 a week from donations.

Music

Avatars in the music industry are not new. You obviously know Gorillaz, whose performances created a real sensation at the beginning of the 21st century. At that time, no one could imagine that holograms could sing.

Another example is K/DA, a virtual K-pop girl group of four League of Legends characters. K/DA was developed by Riot Games, the company behind League of Legends. The group first performed at the Opening Ceremony of the 2018 League of Legends World Championship Finals with their debut song, "Pop/Stars." "Pop/Stars" topped the World Digital Songs Billboard charts, making K/DA the fourth female K-pop group to top the chart.

And last year, in September 2021, US TV channel Fox launched a new TV show where digital avatars perform on stage instead of humans and fight to win the competition!

Furthermore, real artists can have their avatars to give concerts in the metaverse. The company Wave offers such services. Among their clients are Justin Bieber, The Weeknd, Alison Wonderland, and others.

Movies

Cinematography influenced the nature of avatars not less than video games. The movie Avatar, as the name suggests, was one of them. The technology of motion capture was used in that movie. Simply put, the blue creatures in the film are high-realistic 3D models, not SFX-modified actors. This led us to ask the question: Do we really need people to act in the film now?

Avatar from the movie avatar
Motion-capture technology in the movie Avatar, photo from premiere.fr

These kinds of hyper-detailed avatars can be seen in the movies such as Leia and Grand Moff Tarkin in Rogue One, or Rachel in Blade Runner 2049.

Today, however, motion capture technology competes with deep fakes when recreating an actor who is no longer alive.

Now we are seeing how the technology, that once was designed for games and social network users, is being transformed into a way of representing a living person for various needs. And this is just the beginning. With the development of the metaverse, everyone will have their own avatar, and perhaps even several.

Today we have a legendary game on the table. You may know it as a popular sandbox game in a pixelated, cubic style - Minecraft. In Minecraft, you can do a range of different activities, such as building houses, growing crops, killing monsters, breeding animals, finding a desert temple, killing a dragon edge, and so on.

In fact, Minecraft is the whole phenomenon, because no other sandbox game has yet been so popular. Today Minecraft is played all over the world for 10 years and

people still love it!

Only Minecraft has servers with total anarchy, in which one story is stranger than another. For example, 2b2t server, where was a war of the trees, spawn was destroyed to the ground at 1000 blocks, and cheats were commonplace here. In addition to 2b2t there are other servers. They are mostly represented by popular minigames, variations on the theme of survival and so on.

Gameplay

In terms of gameplay, Minecraft is simple and complex at the same time. For example, to mine a diamond you need to cut down a tree and make a board from them to create a workbench and sticks. On the workbench to build a wooden pickaxe, a wooden pickaxe to get the stone, make a stone pickaxe and oven, if possible, in advance to get coal. After you have to go down into the caves or to build a mine, to get and melt the iron, forge an iron pickaxe and only after that obtain the diamond.

There are many items and blocks in the game. They allow the player to do anything in any anyway they want. In the game, you can build your own house, a map to pass, a themed building, or your own paradise.

Do not forget that the character, Steve, needs to eat. Moreover, the monsters that are hostile to you may appear in the darkness. Steve is not immortal, and you should keep this in mind when you are about to fall from a height, swim in the lava, explore the seabed or fight the enemy.

There is also a female character, Alex. Besides these two, in the old days, there was Notch and Herobrin, Notch is the character skin of the game's developer, and Herobrin is a mythical character. Once upon a time, the community believed Herobrin was either Notch's dead brother or the ghost of a dead miner. But in 2011, Notch himself confirmed that Hirobryn had never existed.

Varuna, Minecraft
Constructed by Varuna, photo from eurogamer.net

Earning money in Minecraft

Now let's get off topic and talk about how you can earn money by playing this game. Even though there is no direct monetization in the game itself, I'll talk about the possible ways.

The first thing that comes to mind is streaming on Twitch or YouTube and getting donations. Also, you can rent a server. First, you would need a server, so you can place there your services to sell for real currency. For example, clients upgrade to the VIP status, which expands the possibilities or sale of resources as well as real currency. To achieve this, you need to entice the audience with a new idea or active marketing through social networks.

If you like to create in Minecraft, you can try yourself as a builder. Those players mostly work for themselves or servers and create a professional décor for sale.

There's a story about a high school kid who loved playing Minecraft, and now he's making money from it. Thomas Sulikowski at age of 19 started a professional Minecraft construction company called VARUNA. As soon as Thomas started playing Minecraft, he surprised everyone with his creative nature, sharing screenshots of his builds on forums. Later, when Thomas began to gain popularity, along the way delving into the topic of construction, he realized one thing: What he was doing was not just construction, it was an industry with its own direction and stars. And that's when he got the idea to create his own company, VARUNA, a team of professional builders in Minecraft. VARUNA is not just a bunch of geeks with their peculiar idea, as it may seem at the first time. Indeed, it was a business on the servers with donations. Their services are used by server owners, some companies, and charities, and they even work with Mojang and Microsoft.

Minecraft is so entertaining, so the graphics take a back seat here. What is more important here is the music and gameplay.

Speaking about music, in the early days of Minecraft, in 2009, when it was an independent indie game, Marcus Person asked Daniel Rosenfeld to write the soundtracks for his game. Under the nickname

C-418, he wrote the first soundtracks for the game. Those soundtracks became, if not the most memorable game soundtrack in history, then very popular for sure. In the beginning, C-418 created 3 tracks "Minecraft", "Sweden" and "Clark".

All the tracks are very atmospheric yet minimalistic. The soundtrack was suitable for any situation in the game. It was the reason Minecraft music stood out from the rest of the games. In 2018, when the sea update came out, C-418 composed "Axolotl," "Dragon Fish," and "Shuniji". That was the last time C-418 composed music for Minecraft.

But after all, the genuine pearl of the game is its stories. These stories create a community, and you can join it, create things that others have not done before, join the construction of the "real" world, and just enjoy the game.

Niantic announced another AR real-world adventure game Peridot. Peridot is a Tamagotchi-like game where players raise and take care of unique virtual creatures.

Peridot creatures (Dots) come to life thanks to AR technology. They are to recognize the difference between the surfaces such as water, grass, sand, and many others. The app can also be easily integrated with social media platforms to quickly and easily share photos of game shots. For the moment, Peridot is available only in Malaysia as a beta version.

While players are looking forward to the release of Peridot by Niantic, let’s remember one of their most popular games - Pokémon Go.

The game was released on June 6, 2016, and a week after its release, the Nianticcompany’s stock rose 1.5 times! Hundreds of thousands of people were hunting for virtual animals. People were catching Pokémons in offices and parks, discussing them over lunch, and generally seeming unable to talk about anything else. What is the secret to the project’s success and why have Pokémon gained popularity so quickly?

How to play

After signing up, the player creates an avatar by choosing gender, hair, skin, eye color and style. Later, the avatar is displayed on the map using the player’s current geographical location. There are special points on the map: PokéStops (a place that provides players with items) and Gyms (where Trainers can battle the Pokémon of rival teams).

The main goal of the game is simple: catch and train Pokémon. The player looks at the world around them through a smartphone camera, and the game superimposes a layer of virtual objects. You can not play by simply lying on the couch! The player must really walk around a lot.

If Pokémon is found, a player needs to point the smartphone camera at them and throw a pokéball (a unique red and white ball) by swiping the touch screen. If missed, the Pokémon will run away. Factors for successful capture include the correct strength, timing, and type of pokéball used. Later, one can train pokémon in special areas after reaching level five.

Pokémon Go

There are 17 types of Pokémons and they all are different in their skills and superpowers.

Pokémons that appear on the map depend on criteria known only to the developers. Different types of Pokémons reside in various locations in the world. For example, water-type Pokémon tend to be near water. Or, for instance, at night, one can meet a Pokémon- ghost.

Catching all Pokémons is very difficult: There are 751 “pocket monsters” in the game created by the developers. The ultimate goal of the game is to complete the entries in the Pokédex - a comprehensive encyclopedia of Pokémon.

What’s the secret to Pokémon GO’s success?

Talking about the secret to the success of the game, the first noticeable thing is the unusual mechanics of Pokémon GO. It encourages players to move, explore the city and pay special attention to particular places, rather than just staying at home in front of the screen. Players used to share how many steps they had done just by searching for the Pokémon.

Second, it’s a free game with in-game purchases: all the necessary items appear in the Pokéstops and can be earned during the game, but some of them can be bought for real money.

Another benefit is the attentiveness of the developers. During the pandemic, Niantic made some changes and added new features to the game, making it easier to play from home.

What is hard not to mention is the popularity of Pokémons themselves. The entire generation has grown on the animated series about them. However, there were no such games about Pokémons in the early 2000s.

Lastly, it’s important to mention that Pokémon Go has some aspects of the metaverse. Capture this: the game is happening in the meta-reality via AR, where the real world is extended and enriched with digital elements. Most probably, with the growing popularity of the metaverse, the developers can bring Pokémon Go to the next level and get a second wave of popularity.