[column] meta stories | MarketingTribune Online Marketing

Metaverse, of course, isn’t really there to its full potential yet. It is more about the predecessors and the first developments in this area. There will be no starting point, but it is a continuous development, of which we are now at the beginning. It will evolve into a digital environment characterized by (1) social presence, there are always different participants, (2) persistence, when users return there is continuity and they don’t have to start over, (3) the obligation to be able to be shared, so that you can tell others about your experiences and (4) there is connection with the physical world; what happens in one affects the other and vice versa.

lickable tv screen
For me, the Metaverse is the next evolution in the way people tell stories. Humans are born storytellers and lovers. Our brain works through the structure of stories. The way we tell and absorb stories continues to evolve. From the stories around the campfire and the cave drawings, the minstrel with music and dance, the theater, the radio, the cinema with increasingly spectacular special effects to the game. The stories are told in a way that engages more and more of the senses. Developments to digitally mimic smell and taste are in full swing. A Japanese professor recently created a lickable television screen that mimics the taste of the food on display. With VR, AR, and eventually the addition of smell and taste, all of the senses will be addressed digitally in the Metaverse.

The second axis on which the stories unfold is the extent to which we ourselves are part of the story. The game has already put us in the shoes of a character. We can influence part of the story, although most of it is fixed. Netflix has already created an interactive Strange thingsworld on Roblox in June 2021, merging the worlds of streaming and gaming. Video game technology will become increasingly important to movie production so that truly anyone can be a part of the story, anywhere, anytime. In the Metaverse, it will go a step further, as people will be able to participate not only through a predetermined story, but also be able to collaboratively create stories whose story is not yet determined.

As beautiful as it may seem, there are many critical voices. Facebook whistleblower Frances Haugen warned in October 2021 that the Metaverse, the all-encompassing virtual reality world at the heart of the social media giant’s growth strategy, will be addictive and rob people of even more information. staff, while adding another online monopoly to the embattled company. . . Research conducted by the customer service platform Tidio (December 2021) among 1,050 respondents showed that this sentiment is more widespread. Of those surveyed, 77% said they believe the Metaverse can cause serious harm to our modern society. Addiction to a simulated reality (47%), privacy problems (41%) and mental health problems (41%), are the main reasons they indicate.

video game with recipe
In reality, every new technology has a downside, but often the potential to do good with it is at least as great. For example, the Metaverse seems to be able to make a good contribution in the field of mental problems. Doctors can already prescribe video games to treat cognitive decline. In June 2020 EndeavourRx It is approved by the Food and Drug Administration by Akili Interactive, making it the first prescription video game in history. The game was originally created to treat ADHD in children; after following the recommended regimen of 25 minutes of play a day five days a week for one month, one in three treated children had no measurable attention deficit on at least one objective attention measure. Metaverse, when used correctly, has the power to increase emotional resilience, stimulate creativity, increase autonomy, teach people, and stimulate desired behavior. Because a story is actually chemical for our brain with enormous potential. For better and for worse.

This article was written by Daan de Raaf, Independent Strategist, and previously appeared on MarketingTribune 02, 2022.

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