metaverse – Progress in Research

Meta has chosen the Politecnico di Milano to carry out an independent academic study on the risks and opportunities of the metaverse, as part of a project that involves Meta investing $2.5 million in Europe. In fact, thanks to the XR Programs and Research Fund, academics from seven European countries, including Italy, will examine how metaverse technologies will interface on issues such as privacy, security, inclusion and the future of work.

It is estimated that the metaverse will lead to the creation of unprecedented assets, skills and professions, with a significant economic impact in global scenarios. However, the founding elements and critical success factors, as well as the tangible implications on the economy and society, are yet to be fully understood.
The study by the Politecnico di Milano wants to analyse the economic weight and social value of the metaverse, framing its emergence in a systemic perspective: its impact on individuals, society and the economy will be mapped using Italy as a practical case study.

Thanks to its immersiveness and spatial character, the metaverse will revolutionize the way people interact with content and with each other, by virtue of the reduction of cognitive loads linked to learning processes and the possibility of making any media experience more engaging. And it is precisely in this perspective that the importance of carrying out a systematic study of its effects to qualify opportunities and threats for industrial and social systems can be deduced; in particular, the scientific community can play a significant role in identifying the fields of application and their impact on the Italian and European economy
Giuliano Noci, scientific director of the study at the Politecnico di Milano together with Lucio Lamberti

says Giuliano Noci, scientific director (together with Lucio Lamberti) of the study at the Politecnico di Milano.

The metaverse will change the way people connect and businesses grow; it will lead to social experiences that bring us closer together than has been possible online to date. However, the technologies that will make up the metaverse will have to be inclusive and people will have to feel safe to be able to use them: since no company will own or manage it independently, collaboration and cooperation will be necessary.

The metaverse will be the result of a collective effort, which is why we believe it is essential to share our thoughts with authoritative third parties who can offer important food for thought. We could not be more proud to collaborate with the Politecnico di Milano, an academic institution that has been leading a privileged observatory on this issue for some time. We hope that their research can offer tangible elements to make the metaverse a social and economic opportunity on a global level
Angelo Mazzetti, Head of Institutional Affairs of Meta in Italy

The Metaverse Marketing Lab has been created at the Politecnico di Milano, a School of Management initiative in partnership with UPA and UNA (the associations that represent advertisers and advertising agencies), with the aim of raising awareness of the Metaverse: a system of technologies which enables virtual, augmented and mixed reality experiences, allowing something of an expansion of the physical world into virtual and semi-virtual universes with their own rules for operating and communicating.

The goal is not only to demonstrate the state of the art, but to also chart the evolution of a market which is as dynamic as it is fluid, to promote good practice and analyse consumer behaviour in relation to experiences of immersive, virtual and augmented reality.

According to analysts, the market will be worth 800 billion dollars within two years, with a staggering potential for growth: some estimates speak of 13 trillion dollars by 2030, with 5 billion users. At the moment, it is estimated that there are 350 million users, an increase of 900% over the last year, with an average age of 27 and split across 43 platforms.

Many large brands have decided to join the Metaverse and create an appealing presence for consumers who, thanks to increasingly sophisticated technologies, enjoy experiences at the edge of reality, trying and purchasing products through their avatars.

The goal is to understand whether and how this ‘Metaverse rush’ represents a trend or a wave. To achieve this, in addition to studying the brands’ initiatives on a national level and comparing them with global experiences, the Lab will focus on the user perspective, analysing their behaviour and objectively measuring their emotional engagement.
Lucio Lamberti, full professor of Omnichannel Marketing Management and Scientific Coordinator of the Metaverse Marketing Lab

During the opening event, a demo created in collaboration with the Salotto di Milano and the technology of SimCoVR enabled the attendees to use a virtual reality headset to enjoy the extremely realistic experience of being on the deck of a cruise ship at sea, recreating shopping experiences.

Web 3.0 will bring many new possibilities: from product placement in virtual environments to direct management of spaces by brands, from the offer of immersive experiences to purchases in augmented reality, to a total revolution of supply models (dynamic digital art, digital furniture and decoration, virtual tourism).

The challenge is twofold: on one hand, maintaining a high level of engagement through exciting immersive initiatives; on the other, integrating the multiverse offering in omnichannel strategies until it becomes a genuine marketing and sales channel by reimagining the shopping experience.
Manuela Balli, Director of the Metaverse Marketing Lab

Tag: metaverse

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