
Published 31 January 2024
January’s most notable metaverse activations reward brand loyalty with real-life perks, entice a new generation of fans with an in-world pop-up, unlock virtual sports experiences and merch shopping and satisfy avatar-styling appetites. Hilton Hotels opens in heiress Paris Hilton’s Slivingland on Roblox, Meta-Stadiums and MeetKai debut virtual Fifa soccer, and Amika brings hair styling and challenges to Roblox.



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Fatigued by the increasingly transactional nature of social media and the pressure users feel to crowd-please, expect major wins in 2027 from lower-octane, more intimate brand destinations and activations where presence trumps performance and sociability is a distinctly depressurised experience.