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.

Web3 marketing might sound like a concept from the future. Nevertheless, it is already used by various large companies today: Adidas, Lamborgini, McDonald’s, and many others are leading the way. 

The concept of Web3 marketing is relatively new but very promising. In 2022, the Web3 marketing market was valued at $1.3 billion and is projected to skyrocket to $45.32 billion by 2032. 

That may sound lucrative for those who want to add versatility to their marketing strategy, enlarge the audience, and think that a brand-new Web3 marketing concept could be a “fit” for their company. 

However, diving headfirst into this new concept without careful consideration is a risk few are willing to take, and that’s understandable: The investments are high, and there’s a lack of collective experience in the field since the concept is very new. Apart from that, Web3 marketing is surrounded by myths and misconceptions that can deter newcomers. In this article, we aim to separate fact from fiction and address the concerns that may intimidate those exploring Web3 marketing for the first time.

1. Myth: Web3 Marketing is Only for Tech Companies

This is probably one of the biggest myths about Web3 Marketing. At first sight, it seems that your company and Web3 are entirely incompatible. 

Truth: Web3 marketing is versatile and applicable across industries.

Proof: Let’s take a look at the industry examples. Major non-tech brands like Adidas, McDonald’s, and Gucci have successfully leveraged Web3 marketing through NFTs and blockchain campaigns. As we can see these companies are not related to the tech world and Web3. Nevertheless, they have implemented Web3 into their marketing strategy to stay relevant and adapt to trends. As a result, the brands engaged audiences and boosted their loyalty.

2. Myth: Web3 Marketing is Too Expensive for Small Businesses

After debunking the first myth, one may conclude that those are the large brands and obviously, they have enough resources to spend on the experimental marketing method and get away with it. It may seem that this marketing method is too expensive and not relevant for smaller companies. The industry, however, can disprove these doubts. 

Truth: Web3 marketing can be scalable and cost-effective.

Proof: Web3 has a variety of marketing tools. Some of them do not require an incredible amount of financial investment. For instance, decentralized marketplaces like OpenSea offer minimal setup costs to launch your own NFT. Meanwhile, NFT production itself doesn't require high financial spending as well. 

Other budget options include accepting cryptocurrency payments to attract tech-savvy customers, utilizing decentralizing social platforms like Lens Protocol, and hosting virtual events in the Metaverse using spaces like Decentraland and many others. 

Web3 Marketing: Debunking Myths and Uncovering Truths

3. Myth: My business definitely has no Web3 Audiences

Another concern that may prevent you from considering Web3 marketing is that it won’t find a response among your current audience. 

Truth: As Web3 becomes more user-friendly, businesses across industries, from fashion to real estate, are successfully engaging a broader audience.

Proof: Web3 marketing can not only enlarge your audience by finding new customers in Web3 but also bring your current audience into the Web3 space. 

One remarkable example is the fashion industry. When fashion brands of different sizes (starting from luxurious franchises and ending with independent beginner designers) embraced Web3. By creating Metaverse experiences, NFTs, and virtual clothing, they successfully popularized Web3 concepts among its audience, which, at first glance, has no relation to Web3. 

4. Myth: Web3 Marketing is just a “current thing”

It’s common for new technologies to emerge, quickly gain traction, and become popular among marketers. This trend often continues until the next innovation appears, shifting everyone’s focus once again. This raises doubts: Should one invest in Web3 and dedicate time to it, knowing that a new trend might emerge, requiring you to start all over again?

Truth: Web3 stays for long

Proof: The future of decentralization is inescapable. Even if it loses and gains focus over time, the technology itself will not disappear. 

Investing in Web3 is a long-term commitment—one that will steadily gain traction and value, though not necessarily with immediate returns.

5. Myth: Web3 Marketing is Not Secure

As mentioned, Web3 marketing is a new concept that has yet to gain trust. Moreover, it is often associated with cryptocurrency scams. 

Truth: Web3 marketing can offer enhanced security when implemented correctly.

Proof: Blockchain-based marketing ensures transparency and data integrity, reducing risks of fraud and data manipulation. However, security breaches often occur due to improper implementation or phishing attacks, emphasizing the need for secure practices. 

To ensure Web3 marketing is secure for both businesses and customers, companies should prioritize using thoroughly audited smart contracts and decentralized platforms with strong security records. Clear data usage policies and compliance with privacy standards should be implemented to build trust and safeguard user information. At the same time, businesses must educate their teams on Web3 technologies and security best practices while also providing customers with transparent communication about how their data and assets are managed. Partnering with trusted Web3 experts and leveraging established platforms reduces risks, and proactive measures like multi-factor authentication, regular system updates, and ethical marketing practices help create a secure environment for all stakeholders.

Myths usually appear when people lack trustworthy information. In fact, Web3 marketing, likewise the concept of Web3 itself, was just recently put on the rails. The only way to prevent them is to research and get into the topic. That will help to debunk the misinformation and find the truth. 

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.

Zürich, April 18, 2024—As part of their collaboration, Adello, LAB51 Inc., and Zühlke Group hosted their first hands-on workshop for Immersive Technologies, focusing on the latest developments in Extended and Virtual Reality.

Adello, LAB51 Inc., and Zühlke Group joined forces to host a hands-on seminar exploring the transformative potential of Virtual Reality (VR) and Extended Reality (XR) technologies. The event touched down on their impact across various industries, including hospitality, healthcare, security, and HR, shaping the future for Swiss and international businesses.

Christian Moser's (Zühlke) keynote, "Future with Extended Reality," opened the event, outlining XR's potential and how it can change our lives. Chris Blaser (LAB51) and Mark Forster (Lab51/Adello) compared VR/XR devices, including the Apple Vision Pro, Oculus, and Xreal, showcasing their evolution through real-world applications.

Blaser presented VR/XR use cases in firefighting, healthcare, and the arts, illustrating the broad applicability and impact of these technologies. To make it more tangible, the seminar was closed with a session by Mark Forster that discussed the key factors for success and the cost considerations of using XR and VR devices. Participants enjoyed hands-on XR experiences, networking, and Apéro.

This engaging seminar attracted a diverse group of professionals and business leaders interested in learning about and experiencing the latest in XR and VR technologies firsthand. In the future, Adello and LAB51 Inc. plan to organize more events and exclusive seminars devoted to innovations and are delighted to welcome tech enthusiasts across Switzerland.

About Adello

Adello analyzes human behavior in real-time and combines this with fully automated, self-learning technology to maximize mobile marketing ROI. The technology, protected by various patents and recognized with nearly 20 awards, is ranked among the top 16 in Big Data worldwide by the global market research firm Technavio.

Adello's satisfied clients include hundreds of leading global brands and agencies, such as BMW, Clear Channel, GroupM, McDonald's, SBB, and UBS. Adello has offices in Europe, Asia, and North America and is a portfolio company of Swisscom Ventures. Alongside AI in mobile advertising, the company also focuses on Metaverse projects under the name "Lab5 Inc," utilizing technologies like Blockchain, Unreal Engine 51, and Crypto/NFTs.

For more information, visit adello.com and lab51.io or contact them at

sales@adello.com,

marketing@adello.com,

+41 44 500 31 50.

On February 28th, Adello organized a unique event, Take a Glance at the Future Apple Vision Pro Live Experience. This event welcomed anyone interested in new virtual technologies and the Metaverse, offering insights into how these advances will define our digital future. Also, the guests were one of the first in Switzerland who tried Apple Vision Pro.

Mark Forster, founder and CEO of Adello and LAB51 Inc., and chairman of the IAB Metaverse Division, gave the Apple Vision Pro center stage by asking whether it represents the future of digital or is merely an overhyped gadget. In this engaging session, he led the audience through 10 thought-provoking theses to let them decide for themselves. Here are these questions:

Digital future

Every 15-20 years, a new major technological cycle starts: are the Metaverse, VR/AR/spatial, or AI part of this new cycle?

Hardware

From a purely technical standpoint, the Apple Vision Pro offers little to no innovation compared to other competing devices, or does it?

Ecosystem

Apple has built a strong ecosystem of devices, a standardized OS, and an App Store. The Vision Pro neatly fits in there - but can Apple leverage this advantage?

Installed base

Meta Quest 2/3 has firmly established itself with a seemingly large installed base of ~30M devices. Apple is just starting. But if we compare it to the installed base of smartphones, even Meta's lead seems tiny. Are we comparing it to the right competing devices?

Usecase and establish a routine

Will Apple be able to create enough reason for users to change their behavior to integrate a new device into the daily routine of smartphone/tablet/laptop?

Pricepoint 

$3,500 sounds expensive if you compare the technical specifications, i.e., with the Quest 2 or 3. Resolution offers largely the same: the field of view is similar, passthrough is available, and you can work with office screens and have video calls. In many ways, the Quest 3 is seemingly on the same level. Or not?

Historical comparison

Are we seeing a similar situation in 2008 when we had several competing mobile operating systems (Symbian, iOS, Windows Phone, Blackberry, Android), which within 10 years boiled down to the iOS/Android duopoly? Will Apple's walled garden be able to compete with completely open systems like HTC Vive and partially open systems like Meta Quest? Has a new race for spatial operating system standards begun?

Adello and LAB51 Are Unpacking Apple Vision Pro: Take a Glance at the Future

Answers and explanations

What many forget is that despite the many successes, Apple has a history of failures. Their attempt to own homes as Apple hubs to which all household members and devices connect (Apple TV/Apple Homepod) has to be considered half-baked. Apple Auto (project Titan) has just been axed, despite ambitions to own cars as data hubs.

The numbers and technical data do not do the device justice. The experience of Apple Vision Pro is vastly superior to what others offer. Apple understood that the traditional point-and-click interface urgently needed to be revamped for the future and for spatial computing (in whatever form factor) to take off. Them borrowing inspiration from the Hololens gestures is a nod at Microsoft. Despite that, over time, people will remember Apple as the innovator.

Apple also does not need to sell the device in large numbers to succeed. What they presented with the Vision Pro is an updated framework for a digital future of connected sensors and devices. Where developers can port across all devices with greater ease to reach an audience unmatched in numbers. Apple just scared Meta and HTC and any buyer for such devices; the industry will have to decide whether the open yet fragmented approach, which allows for great customization for industrial metaverse applications, is really the way forward. Or whether building for a revamped Apple ecosystem with vastly superior computing power and better user experience is not the safer bet. Apple has won time. They launched a race of 3-dimensional operating systems, which they do not even need to win today. A 2nd generation device, presumably cheaper, will instantly have thousands of apps available. The Vision Pro is a part of a larger framework. In itself and its current form, it does not represent the future. It might even end as a sidenote in tech history. But it allows to develop the future use cases. Mainly, it demonstrates that Apple has equipped its ecosystem for a future that is immersive. The industry must have taken note. They are forced to make a move. Commit or not.

Meta has unveiled its eagerly anticipated VR headset, Quest 3. The CEO of Meta Platforms, Mark Zuckerberg, introduced the mixed-reality device on Instagram just hours before the company's annual gaming conference, the Meta Quest Gaming Showcase.

Meta's blog post revealed details about the new headset, including its sleek design, which is 40% thinner than its predecessor. With Color Mixed Reality, an enthralling fusion of augmented and virtual reality elements, Quest 3 promises an unparalleled immersive experience.

The device features a new Qualcomm chipset, doubling the graphics performance and enhancing visual quality. Quest 3 will be available in the fall with 128GB of storage for $499.99, along with an additional storage option. Further information will be announced during Meta's VR conference in September.

“High-fidelity color Passthrough, innovative machine learning, and spatial understanding let you interact with virtual content and the physical world simultaneously, creating limitless possibilities to explore,” said Meta in a release.

Compatibility with Quest 2 games ensures a seamless transition for existing users. To stay updated on Quest 3, interested individuals can sign up for updates. Meta plans to enhance the performance of Quest 2 and Quest Pro through an upcoming software update that provides improved CPU and GPU performance and enables dynamic resolution scaling.

The social media giant has also announced a price reduction for Quest 2 to make it more accessible to enthusiasts. The price of the Quest 2 has been lowered by $100, with the 128GB version now priced at $299.99 and the 256GB version available for $349.99.

The company shared plans to release the Quest 3 during the third-quarter 2022 earnings call, highlighting an expected increase in operating expenses. The increase was partially attributed to expenses related to Reality Labs hardware, particularly due to the upcoming launch of the next version of the consumer-oriented Quest headset.

WWDC23

Notably, Meta announced the VR headset just a few days before WWDC23, Apple's annual conference, where Apple was expected to unveil its long-awaited mixed-reality headset. The new Apple VR headset is an innovative virtual reality device that aims to provide users with an immersive and advanced VR experience. It boasts high-resolution displays, powerful performance capabilities, and various sensors for accurate movement tracking. With Apple's focus on integration and ecosystem, the new VR headset is expected to deliver a compelling virtual reality experience. It represents a significant advancement in VR technology and opens up new possibilities for users to explore virtual realms.

That is how Meta and Apple are diving headfirst into the thrilling battle of virtual reality headsets! Why? For starters, the VR market is exploding with potential, and these tech titans don't want to miss out on the action. They're both eager to wow users with mind-blowing immersive experiences.

But let's not forget the competitive spirit that drives these giants. Meta and Apple have been locking horns in various arenas, and now VR headsets are the newest arena for their clash of innovation. It's a race to showcase their technological brilliance and claim the throne of virtual reality supremacy.

By releasing their own headsets, Meta and Apple take charge of the entire user experience, from hardware to software integration. They want to deliver a seamless, jaw-dropping journey into their immersive worlds, tightly integrated with their ecosystems. It's all about keeping users engaged, loyal, and hungry for more mind-bending content, applications, and services.

Indeed, Meta and Apple are competitors in the metaverse and VR space. Meta has a strong focus on social interactions and creating shared experiences, while Apple emphasizes hardware design and ecosystem integration. Meta benefits from a large user base and a robust developer community, while Apple brings its expertise in user experience and seamless integration with their existing products. Pricing varies, with Meta offering more affordable options and Apple positioning their VR headset as a premium product. Both companies aim to deliver cutting-edge features and technologies. As the metaverse and VR industry continue to grow, the competition between Meta and Apple will drive innovation and shape the future of virtual experiences.

And let's not overlook the fact that Meta and Apple are powerhouses in their own right, constantly seeking new frontiers to conquer. VR headsets allow them to expand beyond their traditional domains, opening up fresh markets and captivating the hearts and minds of tech enthusiasts everywhere.

So, brace yourself for an epic showdown between Meta and Apple in the realm of VR headsets. It's a battle that promises innovation, excitement and a dazzling array of choices for all the VR enthusiasts out there. Get ready to strap on your headset and immerse yourself in a world of limitless possibilities!

Everyone seems to be eyeing the Apple keynote on June 5th. Excitement abounds as to how great the supposed Apple Reality Pro headset will be. I think most analysts are missing the point by looking too closely. As innovative as the new product might be, its commercial success - or price, for that matter - is largely irrelevant.

Let me explain.

Product-to-strategy

Looking at existing products, we inevitably have to talk about the leading Virtual Reality (VR) headset, Meta Quest 2 (Oculus Quest 2). Which to date is the best-selling consumer-grade VR experience at an affordable price point. However, it is also a product looking for a raison d'être. Facebook took a product company (Oculus) and rebranded to Meta (desperate move, but that's another topic) and, to give investors a story, presented some simple math may be along these lines: the Metaverse is all about VR, Facebook bought the leading consumer-VR product, and Facebook can force VR-users to utilize a Facebook login, meaning a large part of customers can be upsold and kept walled in a Facebook advertising Metaverse. The problem was: there never was a compelling reason to buy a Quest 2. And Facebook's Metaverse initiative Horizon Worlds never took off and likely never will.

What baffles me is how clueless Meta has been with commercializing the (at the time) fantastic product. I could easily see applications for an Oculus as a multi-screen replacement and, therefore, invaluable office equipment replacing thousands of dollars worth of monitors and cables at each desk, selling hundreds of millions of devices every year. What is still missing for this is a comprehensive new concept of interacting with data in three dimensions. Our current point-and-click interfaces need a turn to mixed mode (visual, gestures, voice recognition etc.) to be truly natural and immersive. Gestures alone seem incomplete. Speech alone is error-prone. A product alone doesn't make a good strategy, and with Meta the absence of a long-term strategy has become painfully obvious. I would not be surprised to see Meta dabble a little longer not to lose face and, in 2-3 years, focus entirely on the enterprise customers to cut costs or sell Oculus off to generate some cash for the next pivot.

Strategy-to-product

As I wrote last year as a follow-up to WWDC 2022, to me, Apple is well on track with their long-term strategy for the next iteration of the Web. They just do not call it out, but if you connect the dots, I think the picture is clear.

I would argue that their hypothesis is that immersion will still be rooted in the physical, real world. Therefore they will likely focus more on Mixed Reality (MR) and Augmented Reality (AR) as a first step before going for Virtual Reality (VR). 

Apple has steadily been readying their ecosystem for mixed-mode operation - unlike any other company.

Quantifying self. Every smartphone is a sensor tracking our every movement. Face ID combines a camera and infrared images for accurate detection of faces and sentiment. Apple watch (spoiler: it's not actually a watch) is a health sensor to measure sleep, aFib, and more. With every generation of devices, the picture of the bearer becomes clearer, more detailed, and more valuable.

Natural language processing. Siri might be subpar as a voice assistant. But the fact remains that Apple probably has the world's 2nd largest network of voice recognition devices. That training data enables Apple to fine-tune and interpret speech to comprehend commands and situations.

Quantifying the world. Apple's iPhone camera and image recognition are among the very best. But beyond just capable cameras, ever since the iPhone 12 Pro, powerful LiDAR sensors have been added to capture 3D environments (Google and Samsung were first but have dropped LiDAR in the meantime). Apple is building out this capability. AI and digital twins will become more important in the future (the other leading software company in AI and LiDAR is... Tesla).

Digital transactions. Apple Pay (including pay later options) shows that Apple is taking payment beyond just replacing credit cards. As money is information, this move could prove vital not just for Apple to enable transactions but for Apple to become a major gateway. As societies move more and more toward digital (more IoT, digital wallets, digital goods, even cars being connected), gateways will not succeed by being "one out of several options" during e-commerce checkout but by being the default gateway on key devices like smartphones, or in cars. Apple is taking payment to the entire 24h of life while payment companies focus on "moments of few, selected transactions".

Real-time computing. Apple's silicon is likely the most powerful in the world per watt-hour. Which allows them to process more data more efficiently and in real time. What is paying dividends with the iPhones and iPads, has been extended to the Macbook range. Controlling hardware and OS with powerful and energy-efficient silicon will allow for more data processing, faster response times, more AI, longer stamina and a better user experience. Software companies building upon 3rd party hardware and software will face several obstacles if they wish to re-create the smoothness required for a true, immersive feeling of MR and AR.

Mixed mode. Continuity and seamless handover between experiences will be required in MR, AR and VR. Voice, gesture and traditional input methods will have to work hand-in-hand. With iOS 16, Apple laid the groundwork for this. Apple was always willing to pioneer new user interfaces, even if not always successful. Apple Lisa was a failure, but their mouse concept caught on with the Macintosh. Likewise, the touchscreen couldn't save the failed Apple Newton but was crucial to the success of the iPhone. Apple certainly understands user-centric interfaces, and I bet this is what we will see from them: new ways of interaction design. While I am indifferent about what Apple's first generation headset "product" can do, I am excited to see their hypothesis of how to design for the next generation of the internet. That is the revolution I am looking forward to seeing. Perhaps already in a couple of days, perhaps in the coming months. But I do bet on Apple leading the way toward the digital future.

June 2023, Mark Forster. Written on a Windows 11 laptop and sketched on a Google Pixel 7 Pro 😉.

Web2 is quickly becoming a thing of the past. Believe it or not, we are gradually moving from the Internet of the previous generation to the new wave of the web.

The Internet that we have always known has not been a solid constant; rather, it has been gradually evolving and changing. Web1 was primarily composed of static HTML websites that lacked interactivity and had limited user engagement. Web2 added two major components: social media and dynamic content. Social media facilitated user engagement by allowing users to comment, share, and post content on websites. Dynamic content was introduced by the widespread use of AJAX and JavaScript, which allowed for content to be updated without the need for a page reload. The rise of e-commerce and web applications further increased the interactivity of websites. Web2 also brought about better user experiences and a focus on content made by users.

Finally, Web3 has added technologies such as artificial intelligence and machine learning, which have further advanced the interactive nature of the web. The Internet has evolved significantly since Web3, with the introduction of new technologies such as blockchain and decentralized applications, as well as an improved user experience. This new generation of the Internet is built on distributed, trustless networks and protocols, making it more secure and resilient than ever before. Web3 also enables developers to create powerful, highly interactive applications, allowing them to integrate data from any source, including the Web, devices in the Internet of Things, and legacy systems. Let’s refresh our memory and remember the main traits of Web3.

Distributed Ledger Technology

Web3 leverages blockchain technology to enable a secure, distributed, and decentralized network for data transmission.

Smart Contracts

Smart contracts are self-executing digital agreements stored on a blockchain, enabling automated enforcement when certain conditions are met. They can facilitate, verify, and enforce agreements for financial transactions, real estate, or trade agreements. Smart contracts are a new way to create, store, and manage legally binding agreements.

Decentralized Applications (dApps)

dApps are open-source, decentralized apps powered by smart contracts, providing users enhanced privacy and no reliance on third parties. Examples include games, prediction markets, and exchanges.

Data Privacy and Security

Web3 provides added layers of security and privacy for data, allowing users to control how and when their data is accessed.

Tokenization

Web3 enables the tokenization of digital assets, allowing users to gain access to previously hard-to-reach asset classes.

Open Data Protocols

Open Data Protocols in Web3 are protocols that enable access to data stored on blockchain networks. They provide uniform data access while leveraging decentralization, allowing multiple apps and services to share data. Examples include IPFS, BigchainDB, Libp2p, and ENS.

Machine Learning

Machine Learning in Web3 is the process of leveraging technologies to enable autonomous agents - running on decentralized computer networks - to learn from data, make decisions, and take action. This can be used to build intelligent applications, such as automated financial services, prediction markets, automated insurance, and more. By utilizing machine learning, developers can create applications that can autonomously adapt to changes in user behavior and trends in the market.

Interoperability

Web3 enables data and applications to seamlessly interact across different networks and protocols.

One of the main proofs that Web3 is already here is the appearance of new products related to the Internet of the new generation. The development of spatial computing, the popularization of VR/AR, the evolving concept of the metaverse, the transformation of social media, and many others. Also, many web products that were widespread in Web2 are gradually getting outdated and likely be replaced with the new updated Web3 alternatives. These are the examples:

Audius

Audius is an innovative, decentralized music streaming platform that allows anyone to publish and access music without having to pay for a subscription. Artists can generate immutable and time-stamped records for their works with an incentive-aligned decentralized network of node operators, enabling them to create gated content, artist tokens, and remix contests.

Plus, with the native platform token $AUDIO, users get premium access to engage with exclusive fan experiences. On Audius, the future is decided by its users, with the voting weight directly correlated to $AUDIO staked to benefit the platform. It provides an open alternative to subscription-based music streaming services like Spotify.

Presearch

Presearch is a decentralized search engine, powered by blockchain technology and the PRE token, that allows users to search privately and receive more accurate results.

Its comprehensive ecosystem includes tokens, a decentralized search engine, nodes, keyword staking, a marketplace, and the Ethereum blockchain. The Presearch Engine provides results that are equal to or better than those provided by conventional search engines, with the added benefit of an additional layer of data through community packages. It also ensures privacy, as it does not track or store searches.

Users can get rewarded for searching, operating a node, and referring others to Presearch.

You search

What will happen if we combine ChatGPT and a search engine? Founded by Richard Socher, an esteemed natural language processing (NLP) researcher and former chief scientist of Salesforce, You.com is a revolutionary AI-powered search engine.

Furthermore, You.com also offers two special AI-powered features: YouCode, a coding assistant, and YouWrite, a writing assistant.

This open search platform also encourages developers to create apps and help build a more collaborative and open internet.

Status

Your “secure messenger” is getting less and less secure. Status is an open-source, peer-to-peer platform with end-to-end encryption and a secure messaging app that keeps conversations and funds private.

Plus, their state-of-the-art crypto wallet ensures that funds remain safe from attack. With Status' intuitive design, users can explore the growing DApp ecosystem, including marketplaces, exchanges, games, and social networks, with the confidence that their Web3 browsing experience is kept private.

Metamask

Want to start with crypto wallets but don’t know where to start?

MetaMask is a software wallet used to securely interact with the Ethereum blockchain. With its browser extension or mobile app, users can store and manage their cryptocurrency wallet, send and receive Ethereum-based cryptocurrencies and tokens, broadcast transactions, and access decentralized applications.

Websites and decentralized apps can connect to MetaMask (and other similar blockchain wallet browser extensions) using JavaScript code. This lets them send action prompts, signature requests, or transaction requests to the user's wallet.

Metamask Web3

Dimo

Dimo is an innovative new service that helps drivers gain and monetize their car data. The platform uses blockchain technology to allow users to securely store and share the data they gather while driving.

This data can be used to create more efficient driving routes, improve fuel efficiency, and gain a better understanding of the driving experience. Drivers can then monetize this data through the platform. Dimo offers an easy-to-use, secure, and transparent system that can help drivers get the most out of their car data.

Livepeer

Livepeer is a decentralized network for video streaming that uses Ethereum-based technology to distribute video transcoding work. It provides cost-efficient, secure, and reliable streaming infrastructure, bypassing the need to host, store, or distribute video.

The Livepeer Token (LPT) is used to secure the network and coordinate the work responsibilities of those supporting the video encoding process. Orchestrators use their computing resources to transcode video, while delegators stake LPT to ensure quality work. Both earn fees in ether or a stablecoin proportional to the amount of LPT they have staked. Every 5,760 Ethereum blocks, new tokens are minted and shared between delegators and orchestrators.

Hivemapper

Experience a revolutionary way of mapping the world with Hivemapper. Their decentralized and ever-updating map is built by people using Dashcam to mine the cryptocurrency, HONEY. This new mapping economy allows users to share the economic benefits of a global map with those who are creating it.

Users simply need to install the Hivemapper Dashcam and start driving. As they drive, they're not only collecting HONEY for themselves but also contributing to a better map for everyone.

This map can then be used by businesses and developers to power their applications and operations.

Brave

Brave is a free and open-source web browser that focuses on user privacy. It automatically blocks online advertisements and website trackers and provides users with the option to enable optional ads that pay users in Basic Attention Tokens (BAT), a cryptocurrency.

Brave also includes Brave Wallet, a native crypto wallet that supports EVM-compatible chains (Polygon, xDai, Avalanche, etc.) and L2 chains, as well as non-fungible tokens. All user data is kept private on the user's device and is not accessible by any third party.

Braintrust

Braintrust is a revolutionary Web3 talent network that links skilled, verified knowledge workers with top enterprises around the world. As Braintrust is built and owned by its users, it is designed to always satisfy the needs of the community rather than a centralized company. Braintrust is a network that allows its knowledge worker and contributor communities to acquire ownership and control of the network and its assets through the BTRST token, resulting in an increase in Talent and job postings.

We are now seeing the emergence of Web3 tools into the mainstream – with both new and established companies implementing Web3 elements into their products. It's time to take advantage of this unique opportunity and join the Web3 revolution! With a wide variety of companies joining the fray, the future looks even brighter!

LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive event on the new trends and opportunities of the Metaverse.

ZURICH, SWITZERLAND, February 6, 2023 - LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive invite-only event on the new trends and opportunities of the Metaverse. Over 35 attendees gathered for the insightful event, led by Mark Forster, the founder of LAB51 and chairman of the IAB Switzerland Metaverse Focus Group.

During his presentation, Forster showcased the technologies driving the metaverse and explained that we are just at the beginning of a development that is growing faster than the Internet did in the 1990s. Despite the recent controversies surrounding cryptocurrencies, the future of the metaverse is looking bright.

Forster also outlined ten key topics that will shape the future of the metaverse, including Avatars, Virtual Reality, NFTs, AI, and Synthetic Media. He explained that these advancements will lead to "Augmented Humans," people who can understand and utilize AI to be more productive and creative in their work. This will revolutionize not just individuals but entire industries and companies.

Using virtual sneakers as an example, Forster demonstrated the difference between virtual and physical goods and why consumers are willing to spend thousands of dollars on digital NFT sneakers. He concluded his talk by saying that the big technology companies of today need to adapt to the changing landscape of digital worlds and that the opportunities for companies and agencies are just as vast as they were in the 90s with the emergence of the Internet or in the mid-2000s with the advent of mobile.

At the end of the presentation, Forster gave a free NFT to all attendees as a symbol of their journey into the metaverse. The talk was followed by an Apéro and networking party with the members of the expert group, where Martin Radelfinger, President of IAB Switzerland, welcomed the attendees and emphasized the importance of such events and the role of the expert group in educating and showcasing the concrete possibilities of the metaverse.

Contact

Learn more about the Metaverse from LAB51 experts
Get access to other Adello Magazine editions via https://adello.com/adello-magazine-top50-visionaries/
For partnership, contact us via marketing@adello.com
For advertising, contact us via sales@adello.com

Anna Pak
Adello Group

anna.pak@adello.com

LAB51 exclusive event - METAVERSE IN 60 MINUTES

We are in 2023, the year when one-size-fits-all ads are gone. With the rise of mobile devices and smartphones, the game has changed, and advertisers are under pressure to deliver highly targeted, personalized, and cookieless ads. 

But what if we told you that there's a secret weapon to take your advertising game to the next level? Enter the world of facial detection technologies. 

What is Facial Analytics Technology?  

Facial analytics technology, including facial detection and facial feature recognition, works by using complex algorithms to analyze a person's facial features and expressions, providing data on factors such as age, gender, mood, and attention span. This information is then used to deliver highly targeted and personalized ads that are more relevant to the user. 

How can Brands Use Facial Analytics in Mobile Advertising? 

Facial analytics technology can bring mobile advertising to a whole new level! For example, a skincare brand can use facial analytics technology to analyze the user's skin type and provide personalized product recommendations based on their specific skin concerns. This level of personalization not only enhances the user's experience but also increases the chances of the ad being remembered, shared, and acted upon, leading to a higher ROI. 

In addition to personalized product recommendations, facial analytics technology can also be used to analyze customer sentiment, providing brands with valuable insights into how their target audience is reacting to their advertising. For example, a beauty brand can use facial analytics technology to determine the user's level of interest and engagement with their ad, allowing them to optimize their advertising for maximum impact. 

Another advantage of facial analytics technology in mobile advertising is its ability to identify the user's age, gender, and ethnicity, allowing brands to tailor their ads to specific demographics. For example, a beauty brand can use this technology to target its ads to women in their 20s and 30s, increasing the chances of the ad being acted upon and leading to a higher conversion rate. 

Adello’s Facial Detection and Feature Recognition technology 

Adello’s Facial-AI is the latest Adello ad creative innovation and the first AI-powered ad media in the industry. With the explicit consent of the user, it activates the camera and, in the first generation launched now, recognizes emotions, age, gender, and location. This enables powerful segmentation without the need for time-consuming personal data entry. 

Adello’s Facial-AI is compliant with data privacy laws, such as the GDPR and CCPA. Thanks to Adello’s creative lab, the ad unit was built with privacy in mind. All sensitive personal data is being collected and processed on the user’s device, and only anonymized numerical values are securely transferred to the server. Adello’s ad creative is able to recognize age, gender, ethnicity, sentiment, location to automatically create a specifically tailored offer. All this happens in milliseconds — no waiting time, no frozen load, only impressive results. 

face recognition

Why should Brands Consider Implementing Facial analytics technology?

Targeted marketing is not a new concept in advertising. Many businesses use data to run targeted advertisements and raise awareness. Brands should consider implementing facial analytics technology because it offers numerous benefits that can improve the effectiveness of their advertising campaigns and increase their return on investment (ROI).  

Increased Personalization

Facial analytics technology can identify the user's age, gender, ethnicity, and sentiments, allowing brands to tailor their ad creatives to specific demographics, leading to increased personalization, greater relevance, and a higher conversion rate. 

Better Understanding of Customer Sentiment

By looking at facial expressions, brands can learn a lot about how their ads make their target audience feel, which helps them make their campaigns more effective. 

Improved Audience Targeting

Facial analytics technology allows brands to tailor their advertising to the specific needs, interests, and emotions of their target audience, leading to a better user experience. 

Collect First-Party Actionable Data 

The data generated by facial analytics technology provides brands with valuable insights into the effectiveness of their advertising campaigns, allowing them to optimize and refine their strategies for maximum ROI.  

Innovative Competitive Advantage

By leveraging the latest technology, brands can stay ahead of the curve and differentiate themselves from their competitors, providing them with a competitive advantage in the marketplace. 

Bottomline

The integration of facial analytics technology in mobile advertising is a game changer for ad personalization, relevance, and brand awareness. By providing brands with valuable insights into their target audience, this technology enables them to deliver highly targeted and personalized ads that are more relevant to the user's needs, interests, and emotions.  

With the growing demand for personalized experiences and the increasing use of mobile devices, the integration of facial analytics technology in mobile advertising is set to become an indispensable tool for brands. 

Adello is constantly developing new creative ideas to help advertisers in the EMEA region, the U.S., and Southeast Asia.  

Follow Adello for more insights and marketing updates.