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1、 2023 dentsu|all rights reservedRoads to theMETARoads to the Metaverse2Table of ContentsPART 1Pervasive Value ExchangeHow the Metaverse Will Transform Commerce ExperiencesPART 2Refracted Identities Building Audience Connections in the Age of the MetaversePART 3Building a Better World Opportunities f

2、or Equality and Inclusion in the MetaversePART 4The Coming to Life of Brands Where Weve Been and Where We Might Go in the Age of the MetaverseCONCLUSIONGetting StartedGaming and Other Test BedsINTRODUCTIONAll Roads Lead to the Metaverse3INTRODUCTIONAll Roads Lead to the MetaverseThis is why we start

3、ed discussing the potential impact of the metaverse on business1 and why in August 2021,a couple of months before Facebook rebranded into Meta to reflect its ambition to transition from being primarily seen as a social media company to becoming a metaverse company,2 we launched our Roads to the Meta

4、verse series,in an attempt to go deeper than much of the PR-able content we saw started emerging on this topic,by exploring this concept and its implications for brands in the present and in the near future.3While it may seem that the industry buzz around the metaverse has erupted suddenly in the la

5、st few years,the excitement for what this may represent for businesses is the result of consumer behaviors that have cemented for over 20 years,across a number of collaborative experiences in games like The Sims,Second Life,Minecraft,and Pokemon Go,perhaps the first mainstream virtual play invasion

6、of real-world locations.Brands are now looking for ways to connect authentically with a generation of consumers who have grown up with these environments and the behaviors they promote.At dentsu,weve embarked on this journey alongside brands exploring how these types of experiences can evolve within