Ready for Player One? – Major US brands from all sectors encounter the gates of the metaverse. Each of them actually wants to make sure that they do not miss this train of opportunities. For some, it is a simple legal exercise to make sure they register their brand in this new space protect their image. However, it is clear from the applications submitted by the brands that it is not just a matter of them protecting themselves. Of McDonald’s at Victoria’s Secret, the digital world promises to be well-nourished and well-dressed.
Companies with a total market value of around $ 1.1 trillion have filed metaverse and NFT-related trademark applications this year. Including Meta, this figure would amount to almost $ 2,000 billion. Moreover, 1,967 NFT-related claims were filed since January 2022. That is already more than the total for the whole of 2021. Brands like Ralph Lauren, Chevron, McDonald’s, Monster, Colgate, WWE, Levis, Playboy and more are preparing to enter the meta-verse. The purpose is, among other things, to protect their intellectual property rights.
McDonald’s, McCafe and the famous golden arches set the table in this virtual world. They plan to offer both real and virtual products through their restaurants in the meta-verse. Because of this, you will soon be able to walk into a McDonald’s in the meta verse, order a BigMac and have it delivered right to your door in the real world.
The Monster Energy brand of energy drinks and beverages has often seemed to be at the forefront of trends. Their passage to the metaverse is therefore not really surprising. Like McDonald’s, they seek to use their brand to offer downloadable virtual NFTs, food, drink and clothing, and create a marketplace for virtual goods.
Food and beverage labels submit all applications to be able to offer virtual restaurants and food. In games, food is often linked to health or regeneration bonuses. The ability to be a recognized opportunity for a player to regain their health should provide tremendous brand awareness for the brands involved.
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Style in the virtual world
Another trend relates to clothing. There is an incredible demand for skins and cosmetics in play. It’s the fur market actually estimated at about $ 40 billion. Metaverse projects seek to build on traditional gaming experiences such as Second Life. Brands on the other hand are preparing to offer their designs in this virtual world. Therefore, Levi’s, Wrangler, Playboy, Ralph Lauren, DKNY, Tommy HilfigerVersace and Vans have all registered trademarks related to NFTs.
In February, the brand of lingerie, clothing and beauty products, Victoria’s Secret, filed several trademarks. These brands include, but are not limited to, downloadable virtual goods, digital collectibles, virtual fashion shows, and clothing online, including underwear. The brand sees in the meta-verse an incredible opportunity. It is easy to understand that there is a potential market for virtual fashion shows. Virtual lingerie, however, is something that metaverse developers may not have even considered yet.
Chevron is also preparing for the metaverse. NFT, virtual gas, virtual stores and virtual renewable energy products will be covered by the brand. Virtual gas will probably be another tool operate vehicles in the metaverse. If it takes a certain budget to have style in the virtual world, imagine when you go to fill up your sports car …
The next wave of the digital revolution will be in the partnerships created between projects. That NFTs are now created to make their way into metaverse projects. In addition, metaverse projects build their ecosystem in such a way that allow third-party NFT collections to join their world. Collaboration and agility will therefore be crucial aspects of the success of virtual asset projects over the next few years. Some brands already have fashion show in the virtual world of The Sandbox during Metaverse Fashion Week.
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