伟门汤普森-新趋势报告：进入元宇宙（英）-2021.pdf

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1、a report by wunderman thompson intelligenceInto the Metaverse2INTO THE METAVERSEEmma ChiuGlobal director, Wunderman Thompson I accessed. As more people spend time online, digital third spaces are becoming the new hangouts, making this a thriving environment for brands and influencers. But the potent

2、ial of the metaverse goes beyond the digital domain, allowing for interactions that blur the boundaries of physical and digital.“Into the Metaverse” explores what the metaverse is, how its changing peoples lives, new opportunities that are being created, and why brands need to pay attention. The rep

3、ort includes original consumer data by Wunderman Thompson Data from 3,011 digital participants across the United States, United Kingdom and China. In addition, 15 experts were interviewed; on page 13, they offer their take on the metaverse and unpack its potentialand Wunderman Thompson Intelligence

4、maps out the core elements that make the metaverse on page 21.Does the metaverse exist yet? Not quite. However, the seeds are sownand its just a matter of time.Welcome to the metaverse. A place where our digital and physical lives converge; creativity is limitless; and location-defying worlds bring

5、people together.Interest in the metaverse has peaked this yearthe number of searches for the word increased more than tenfold from 2020 to 2021, according to Google Analytics. Media outlets including the New York Times, Washington Post and the Guardian have all published extensive articles probing i

6、ts implications. Companies from Epic Games to Microsoft to Facebook and SK Telecom have publicly announced plans to build metaverse worlds. Burberry, Coca-Cola, and Visa are just a few of many brands racing to be part of it.Why the sudden attention? “In 2020, one thing became very obvious, very quic

7、kly, as COVID-19 began to spread around the world: we leapfrogged five to seven years in the digital revolution,” Hans Vestberg, CEO of Verizon, said during his keynote at CES 2021 in January. As COVID-19 restrictions ease, the acceleration of tech and its prominence in many lives will continue. 93%

8、 of global consumers agree that technology is our future 76% say their everyday lives and activities depend on tech Over half (52%) say their happiness depends on itThe virtual domain has become an all-encompassing space where commerce, education, entertainment, community-building, wellness, work an

9、d more can Foreword3INTO THE METAVERSEContentsIntroduction A primer on AR, VR, MR and XR15 experts define the metaverseMapping the metaverseMetaLivesVirtual possessionsCase study: integrating virtual and physical goodsConnected wellbeingDigital relationshipsThe creativity catalystMetaSpacesNew virtu

10、al venuesLiminal spacesDigital real estateTravelportationMetaBusinessGamevertising Case study: brands stepping into the metaverse New retail frontiersThe metaverse workforceThree experts on the potential of the metaverseMetaSocietiesHyper-realistic digital identitiesBorderless social networksVirtual

11、 utopiaDecentralized futures5 brand lessons for entering the metaverseAcknowledgements04071321232428303337414248525457586667737879808284859092About the data in this reportUnless otherwise stated, all findings in this report were collected by Wunderman Thompson Data as part of an original survey on t

12、echnology, digital spaces, and the metaverse.IntroductionBeeple artwork sold at ChristiesINTRODUCTIONINTO THE METAVERSE5As more of our lives are spent online, its becoming harder and harder to distinguish “real” life from life lived digitally. Virtual singers, such as Shanghai Henians Luo Tianyi, ha

13、ve grown into a multibillion-dollar industry, your best friend could be an AI bot like Kuki, and non-fungible tokens (NFTs) have revolutionized digital ownership, with renowned auction houses Christies and Sothebys auctioning digital masterpieces for tens of millions of dollars. “The smartphone is n

14、o longer just a device that we use,” says Daniel Miller, professor of anthropology at University College London. “Its become the place where we live.”Were replicating our routines, interests and obsessions in digital worlds: from picking outfits for our avatars to wear and cars for them to drive to

15、fostering virtual relationships and intimacy; from zoning digital land and constructing virtual homes to meeting friends at the virtual mall; and from hosting holographic meetings to pursuing the allure of a more equitable and inclusive society. As our habits evolve, were outgrowing the bounds of th

16、e internet as it was first createdprecipitating a new era of digital platforms.So, “Are we in the metaverse yet?” the New York Times asked in a July 2021 article. “Crypto people say theyre building it. Gamers might already be living in it. The art world is cashing in on it. But what is it?” The meta

17、verse, a term first coined in Neal Stephensons 1992 sci-fi novel Snow Crash, is a blending of digital and physical existence. Almost 30 years later, that definition is taking shape before our eyes. Some call it the new internet, others a democratized virtual society, yet others the convergence of vi

18、rtual and physical realities, persistent virtual spaces, or a digital twin of our own world.Above: Beeple artwork sold at Christies Right, clockwise from top left: Kuki, images courtesy of ICONIQ AI; The Fungible Collection by Pak, courtesy of Sothebys/Pak; Natively Digital: A Curated NFT Sale, cour

19、tesy of SothebysINTRODUCTIONINTO THE METAVERSE6Whats clear is that its not the internet we were introduced to. Its the next iterationa “successor state to the mobile internet,” wrote Matthew Ball, a venture capitalist and essayist whose work includes a nine-part primer on the metaverse. There “will

20、be no clean Before Metaverse and After Metaverse,” Ball wrote. “Instead, it will slowly emerge over time as different products, services and capabilities integrate and meld together.” Some indications that this emergence has begun have been building over the past year, including: accelerated innovat

21、ion in virtual reality (VR) and augmented reality (AR) technologies; the proliferation of gaming platforms as social and cultural destinations; and the race for companies to stake a claim on their corner of the metaverse.Top to bottom: Oculus by Facebook; Snap SpectaclesINTRODUCTIONTech-celerationCo

22、nsumers reliance on tech is growing. More than three-quarters (76%) of global consumers say their everyday lives and activities depend on technology, rising to 79% of gen Z (ages 16-26) and 80% of millennials (ages 27-41). And this dependence is informing every aspect of daily life: 64% of global co

23、nsumers say their social life depends on technology, 61% say their livelihood depends on technology, 56% say their creativity depends on technology, 52% say their happiness depends on technology, and 50% say their wellbeing depends on technology.In response, companies are racing to develop the tech

24、that will power 360-degree digital experiences. In anticipation of immersive spaces poweredby VR and AR, social media giants and big tech companies have been funnelingfunds and manpower into these areas. In August 2021, TikTok announced thatits building its own AR development platform, called TikTok

25、 Effect Studio. AMarch 2021 report revealed that Facebook now has 10,000 peoplealmost afifth of all Facebook employeesworking on AR and VR under the Reality Labsdivision. Snap purchased Vertebrae, which helps brands create 3D virtualversions of their products, in July 2021, following the May 2021 ac

26、quisitionof WaveOptics, the company responsible for the AR display in Snaps newSpectacles glasses.Google Pixel 6s tensor chip would make “breakthrough” AR experiences, Googles director of devices Rick Osterloh told Business Insider. Apple is rumored to be developing a VR headset, which could hit sto

27、res in 2022. The tech companys acquisition of VR company NextVR in 2020 sparked speculation about Apples plans to develop AR and VR technologies in new product categories.A primer on augmented, virtual, mixed and extended realitiesAugmented reality (AR) is when youre still within your current enviro

28、nment, and youre just overlaying computer graphics on top of what youre seeingwhereas with virtual reality (VR), youre taken to a different world. They are like the inverse of each other.Mixed reality (MR) has virtual or digital elements mixed with physical elements, as opposed to starting with phys

29、ical and then overlaying. Mixed reality is like the more advanced level of augmented reality, where the technology is actually able to recognize your environment using depth sensors. With AR, whatever it is that you project, its always going to be overlaid on top of what the camera sees, but with mi

30、xed reality, a digital object can appear behind the table, as opposed to in front of the table.Extended reality (XR) encompasses everythingaugmented, virtual and mixed.Helena Dong, creative technologist and digital designerLeft: Snap SpectaclesRight: Rec RoomINTRODUCTIONINTO THE METAVERSE8Although C

31、hinas government is cracking down on the gaming and tech industriesin August 2021, the Chinese government announced new bans on weeknight gaming for minors, limiting online gaming to three hours per week, and forthcoming laws to regulate domestic tech companiesChinese tech leaders have been steadily

32、 paving the way to the metaverse over the past few years. Giants including Tmall, Taobao, JD.com and WeChat have established metaverse precursors in the form of interactive digital malls, while virtual influencers such as Ling are going mainstream and partnering with top brands including Tesla. Most

33、 recently, TikTok owner ByteDance took its first step into the metaverse by acquiring VR startup Pico at the end of August 2021, and earlier in the month Alibaba launched an NFT auction site.Gaming everythingWhat do Animal Crossing, Sea of Thieves and Fortnite have in common with a coffee shop? Incr

34、easingly, theyre all places to meet and socialize. “Part of video games is that social aspectmeeting up with people, communicatingwhich is becoming of paramount importance,” Keith Stuart, games editor at the Guardian, tells Wunderman Thompson Intelligence. Nearly two-thirds (61%) of UK adults played

35、 games with friends and family to stay in touch during lockdown, according to a May 2021 survey from Xbox. Nick Fajt, CEO and cofounder of social gaming startup Rec Room told GeekWire that he no longer distinguishes between social and gaming platforms. “Those entities, which probably used to be dist

36、inct, were seeing them merge together. I think in a lot of ways gaming is the new social.”The lines between the gaming and entertainment industries are also blurring. By 2025, the gaming market could become a $300 billion industry, according to GlobalDatathree times the global film industrys record

37、high of $101 billion in 2019. Striking evidence that, especially for younger generations, “gaming is Ariana Grandes Rift Tour in FortniteINTRODUCTIONINTO THE METAVERSE9replacing not just old games, but also TV and Netflix,” Daniel Li, partner at venture capital firm Madrona Venture, told TechCrunch.

38、Gaming platforms and technologies are already being used to reimagine the entertainment industry. British broadcaster ITV is offering new viewing channels through Fortnite Creative mode, recreating its popular gameshow The Void in Fortnite in July 2021. Netflix created an interactive Stranger Things

39、 world in Roblox in June, merging the worlds of streaming and gaming. Epic Games Fortnite is attempting to create “the entertainment experience of the future,” according to Donald Mustard, chief creative officer at Epic Games, bringing together concerts, gameplay and Hollywood. Describing Fortnite,

40、Mustard told the Verge, “Its going to be a new medium, where its this blended entertainment experience that has interactive elements.”In June, Tribeca Film Festival announced a partnership with Epic Games to bring Unreal Engine, the tech Epic Games uses to develop its games, to independent filmmaker

41、s. “The technology that has powered so many of todays most renowned video games is becoming more and more essential to the production of films and television shows,” explained the festivals cofounder and CEO Jane Rosenthal.“Gaming is replacing not just old games, but also TV and Netflix”Daniel Li, p

42、artner, Madrona VentureFacebook HorizonINTRODUCTIONINTO THE METAVERSE10Metaverse REIT, a first-of-its-kind real estate investment trust for virtual assets. And Reed Smith law firm released a legal guide to the metaverse in May 2021, covering legal issues ranging from intellectual property to privacy

43、 to competition in what the firm calls “the biggest-ever industrial revolution the world has ever seen.”As companies compete to enter the metaverse, how will it influence consumer behaviors and lifestyles? And what are the opportunities for brands and business? While some of the foundational tools a

44、nd habits that will form the emerging building blocks of the metaverseincluding a fundamental reliance on technologyare already established, only 38% of global consumers have heard of the term. Its time to truly define what the metaverse is and establish a roadmap for entry.Gaming platforms such as

45、Fortnite and Roblox are merging social media, gameplay and entertainmentoffering a first glimpse into what the metaverse could become. “Its more than a game,” Matthew Weissinger, vice president of marketing at Epic Games, said of Fortnite. “Were building this thing called the metaversea social place

46、.”The metaspace raceEveryone is now staking their claim on the metaverse, from established players like Facebook to unexpected entrants such as law firm Reed Smith.Big tech leaders are rushing to claim the metaverse as their own. Facebook established a new metaverse division in July 2021 after Mark

47、Zuckerberg famously announced that Facebooks future lies in becoming a metaverse company. Microsoft CEO Satya Nadella said in August 2021 that Microsoft is working on building the “enterprise metaverse.” Gaming companies are carving out space for the metaverse on their platforms. In April 2021, Epic

48、 Games closed a $1 billion round of funding to “support Epics long-term vision for the metaverse,” the company said. Nvidia jumpstarted its “metaverse for engineers” with the opening of Nvidia Omniverse in August. The platform, which launched in beta in December 2021, will connect “engineers, design

49、ers, and even autonomous machines to create digital twins and industrial metaverses.” Even companies in industries that are indirectly related to the creation of the metaverselike law and wealth managementare anticipating its growing value. In June, Roundhill Investments and Matthew Ball launched a

50、metaverse investment fund, which has holdings in companies including Nvidia, Tencent and Roblox. In March 2021, the Metaverse Group announced plans to launch Nvidia OmniverseINTRODUCTIONINTO THE METAVERSE11“There will be no clean Before Metaverse and After Metaverse”Matthew Ball, venture capitalistI