Marketing in the Metaverse and Web3- Building Brands in Decentralized Worlds - Part I

Have you ever stopped to imagine what your brand’s relationship with its audience might look like in a world that stretches beyond physical reality? As we enter a new era of decentralized digital life, one big question arises: How can brands establish a presence, stand out, and foster genuine loyalty within the Metaverse and Web3?

According to McKinsey & Company, the metaverse market alone could reach $5 trillion by 2030—a figure that underscores the magnitude of this shift. So let’s break down what this means for marketers and how you can create immersive, meaningful experiences that resonate with tomorrow’s audiences.

Making Sense of the Metaverse and Web3: A Marketer’s Quick Guide

For brands to thrive in the evolving digital landscape, understanding the essence of the Metaverse and Web3 becomes essential for marketers. In the following sections, we will define both concepts and discuss their relevance in the business world.

What Exactly Is the Metaverse?

Think of the Metaverse as a living, breathing digital universe—a network of 3D virtual spaces where people can explore, socialize, work, play, shop, and connect using digital identities (avatars).

It’s not just another game or a souped-up social platform. It’s a space for continuous experiences, where users can “live” parts of their lives in immersive environments that feel surprisingly close to the real thing—kind of like stepping inside the internet instead of scrolling through it.

And What About Web3?

Web3 is the next evolution of the internet—one powered by decentralization, digital ownership, and transparent systems built on blockchain technology.

Unlike the Web2 world we know today—where big companies dictate the rules and control most of the data—Web3 gives users genuine ownership of their information and digital assets.

It’s also the foundation that makes many metaverse ideas possible, including secure asset ownership, digital identity, and NFTs.

Why Marketers Can’t Afford to Ignore These Shifts

The Metaverse and Web3 aren’t just new platforms—they’re opening entirely new frontiers for how brands create value. Here’s why they matter:

1. Creating Immersive and Interactive Brand Experiences

In the Metaverse, brands can go far beyond static campaigns. They can build virtual stores, host concerts and events, or craft interactive product demos that users can “touch” and explore.

It’s experiential marketing—but supercharged.

2. Reaching New Audiences and Building Loyal Communities

Gen Z and Millennials—the generations that grew up online—are already deeply rooted in digital culture. They value authenticity, ownership, and participation. Through Web3 and NFTs, brands can cultivate tightly connected communities built on shared ownership and ongoing engagement, creating loyalty that feels more like fandom.

3. Unlocking New Revenue Streams

Web3 technologies enable brands to sell exclusive digital products, including virtual fashion and digital real estate, as NFTs, creating innovative revenue models and enhancing digital brand value.

4. Decentralized Marketing and True Ownership

Web3 shifts power directly toward users. Instead of renting attention from platforms, brands can communicate directly with their communities and reward them with NFTs that offer real value—exclusive access, perks, or personalized experiences.

5. Access to Rich, Behavioral Data

Every interaction inside the Metaverse—every purchase, visit, or engagement—creates detailed insights that marketers can use to design smarter, more precise strategies.

Early Adopters: Brands Leading the Way

Several major brands have jumped in early and are shaping the space:

1. Nike

Built Nikeland on Roblox, where users participate in sports games and equip their avatars with virtual Nike gear. Nike also acquired RTFKT, known for its high-end NFT sneakers.

2. Gucci

Launched digital fashion pieces and immersive experiences on platforms like Roblox and The Sandbox, letting users collect and wear virtual Gucci items.

3. Adidas

Partnered with leading NFT influencers and brands such as the Bored Ape Yacht Club and released its own NFT collection offering exclusive real-world and virtual benefits.

4. Coca-Cola

Released collectible NFTs, including a virtual loot box containing unique digital items to celebrate International Friendship Day.

5. JP Morgan

Opened a virtual lounge in the metaverse on Decentraland, targeting investors interested in Web3 opportunities.

Key Concepts: Cryptocurrencies, Decentralization, and NFTs

To understand how marketing works inside Web3 and the Metaverse, you first need to become familiar with the building blocks that power this new digital universe. Below are three core concepts that shape everything happening in these decentralized spaces.

Cryptocurrencies

Cryptocurrencies are digital or virtual currencies secured by cryptography. They run on decentralized blockchain networks—meaning no bank, government, or central authority pulls the strings.

Think of them as the native money of the internet.

The most well-known examples? Bitcoin and Ethereum are the digital equivalents of “blue-chip” brands in the crypto world.

Decentralization

A foundational principle of Web3 and blockchain, decentralization refers to distributing control across a network of participants rather than concentrating it in a single authority (such as a company or government).

In internet contexts, decentralization means that user data and applications are stored across distributed networks, enhancing transparency, security, and resistance to censorship.

NFTs (Non-Fungible Tokens)

Unique, irreplaceable digital assets stored and verified on the blockchain.

Each NFT represents a specific item—such as an image, video, music track, in-game object, or even a tweet—and proves exclusive ownership by one person.

Unlike cryptocurrencies, where one unit is interchangeable with another, every NFT is one-of-a-kind and cannot be exchanged for an identical copy.

New Marketing Opportunities in Virtual Worlds

As Web3 and the Metaverse take center stage, marketers are gaining access to an entirely new frontier—one where brand building, community engagement, and monetization diverge significantly from the traditional playbook.

These virtual worlds aren’t just extensions of the internet; they’re new territories that require a fresh mindset and bold, imaginative strategies.

1. Building Virtual Brands and Immersive Presence

Brands can now create fully immersive virtual stores, design and sell digital products such as virtual fashion or digital real estate as NFTs, and develop interactive brand experiences, including art exhibitions or virtual events, that enhance engagement.

2. NFT-Powered Marketing and Loyalty Programs

NFTs are a revolutionary tool, enabling the release of exclusive collectible products. They can serve as access gateways or offer special perks (e.g., event tickets or private memberships), while also supporting ownership-based loyalty programs that provide loyal customers with real ownership and unique benefits.

3. Advertising and Engagement in Decentralized Environments

Advertising is evolving fast inside virtual worlds, with formats such as:

• In-game or in-world billboards.
• Virtual influencer collaborations.
• Partnerships with community-run organizations (DAOs).

These environments create more organic, community-driven forms of engagement.

4. Data and Behavior Analytics in Immersive Worlds

Marketers can analyze interactions within the Metaverse and with NFTs to understand user behavior and preferences in these environments, helping optimize future strategies and design more compelling experiences.

5. Collaborating with Decentralized Communities (DAOs)

Partnering with Decentralized Autonomous Organizations (DAOs) and Web3-based communities allows brands to co-market or co-develop products, fostering loyalty and a sense of shared ownership among audiences.

6. Integrated Augmented Reality (AR) and Virtual Reality (VR) Experiences

AR and VR let consumers try on products, tour virtual homes, or step inside immersive campaigns.

It’s the closest thing to test-driving the future—right from your living room.

7. Creator Economy Opportunities in the Metaverse

Digital creators are becoming the new “brand partners” of the virtual world. Brands can co-design digital goods, environments, or experiences—tapping into creators’ authenticity and influence.

8. Avatar-Based Marketing

Avatars are the new personal billboards. Brands can design digital outfits, accessories, or skins that users buy to express their identity—and their affinity for the brand—across virtual spaces.

9. Virtual Events and Trade Shows

From product launches to global conferences, virtual events enable brands to reach audiences without physical limitations, while gathering valuable data on how people interact within these digital environments.

10. In-Game Marketing via NFTs

With the rise of NFT-based gaming, brands can create tradable items or sponsor competitive events.

These integrations build awareness while fitting naturally into how gamers already spend time.

These new environments offer vast, untapped potential—and they demand bold, innovative strategies to build brand equity, engage users, and create new sources of revenue.

Stepping Into Tomorrow’s Marketplace

Marketing in the Metaverse and Web3 isn’t just another trend—it’s a fundamental shift that pushes brands to think bigger, experiment faster, and build deeper loyalty through digital ownership and immersive experiences.

Understanding the key concepts—cryptocurrencies, decentralization, and NFTs—is your first step into this new era.