Metaversed

LUIS BRAVO MARTINS is Chief Marketing Officer at KIT-AR, an Industry 4.0 startup focused on enhancing operators with augmented reality (AR) tools. Luis started working with AR in 2014 and since then became an enthusiast of its impact on business and society. He currently advises several organizations, like XR Safety Initiative Europe and the VR/AR Association, and coordinates the VR/AR section of APDC, Portugal’s telco, tech and media association. SAMANTHA G. WOLFE is the Founder of PitchFWD, an emerging tech consultancy that works with innovative companies on branding, marketing, and business strategies. Sam holds a MBA in Marketing and Finance from NYU Stern School of Business and teaches The Business of VR & AR, The Marketing of Innovation, and Avatars & Virtual Beings, all courses she created and developed as an Adjunct Professor at NYU Steinhardt. This is her second book.

• Acknowledgments xvForeword xviiPart 1: Get Ready 1Chapter 1: Predictions 3Size Matters 6The Debate 7Working Definition 8Forecasts and Theories 9Trends 10Characteristics 12Plan Ahead 15Notes 17Part 2: Understanding 19Chapter 2: Technologies 21Web3 21The Spatial Web 245G, IoT, and Edge Computing 26Digital Twins 29Cloud Computing 30Headsets and Glasses 32Artificial Intelligence and Machine Learning 34Blockchain 35Woven Together 36Notes 37Chapter 3: The Race Has Begun 41Pioneers in Virtual Space 43Labyrinth 43Second Life 45Gaming- Verse 46Roblox 48Minecraft 49Fortnite 50Online Worlds for Sale 53Infrastructure 55Interface 56Big Tech and 3D Content 57Applications and Experiences 58Conclusion 59Notes 60Chapter 4: New Rules 65Governments 65Cryptocurrencies 66Public Standards Organizations 69Creators and Communities 71Disruptors and Academia 74Deep Tech Start- Ups 75Universities 76Notes 77Contents ixPart 3: Opportunities 83Chapter 5: A Great Reset 85Personal Impact 86Interpersonal Impact 88SDGs and the Metaverse 90Notes 96Chapter 6: Doing Business in the Metaverse 97Persistent Wallets 98Are You Tokenized? 101Business Models 103Hybrid Experience Economy 106New Jobs in the Metaverse 108Notes 110Chapter 7: Digitalizing Humans 113Definitions 115Facts 116Creation 117Embodiment, Presence, and Identity 118The Real Influence of Virtual Influencers 120Industry Applications 123The Issues 125Notes 128Chapter 8: Metaversed Markets 133Industry Applications 134Art and Performance 134Advertising, PR, Marketing 139Retail 146Gaming 152Entertainment 154Production 155Sports and Fitness 160Automotive, Aviation, and Aerospace 162Military 164Healthcare 166Hospitality and Tourism 171Architecture and Real Estate 173Manufacturing 175Training and Education 178New Opportunities 184Notes 186Part 4: Challenges 197Chapter 9: Understanding Reality 199Seeking New Frontiers 201Post- Truths in the Metaverse 203Assumptions 206A Protocol and an Engine 210Governance and Access 213Notes 215Chapter 10: Privacy and Safety in the Metaverse 219Data Issues 222Your Internet of Things 224Security 227Social and Emotional 228Harassment 229Digital Cloning 230Hacking 230Society 231Children’s Safety 232Safety Controls 233Notes 234Chapter 11: New Rights and Regulations 237Crypto Scams 238New Medium and Platform Risks 241Metaverse Dark Web 242Challenges and Risks 242Trust Across Worlds 243Assess 245Inform 246Manage 247Prevent 247New Rules for New Ways 248Notes 252Chapter 12: The New Humanity 255The Impact of Data 255Reality, Digital, Technology 260IoT (Internet of Things) 260Wearables 261Robotics 262Self- Driving Cars 263Exoskeletons 264It’s All Connected 264Where’s the Line? 265Singularity 265Post- Humanism 266We Don’t Know Yet 269Notes 270Part 5: Preparation 273Chapter 13: Building the Metaverse 275Start Your Immersion 277Play Video Games 277Try Virtual Reality 278Get Social in VR 279Try Haptics 279Try Augmented Reality 280And, Yes, Crypto 280Artificial Intelligence and Machine Learning 281Wearables 282Ubiquitous AR Cloud 282Avatars and Digital Beings 282Ethics, Trust, and Risks 285Prepare 287First Steps in Each Market 289Art and Performance 289Advertising, PR, Marketing 289Retail 290Entertainment and Music 291News 291Events 292Casinos 293Adult Entertainment 293Sports and Fitness 293Travel and Tourism 294Architecture, Engineering, and Construction (AEC) and Real Estate 295Transportation 296Manufacturing 297Health 298Education 299Governments’ Immediate Challenges 299Notes 301Chapter 14: A Toolbox for the Metaverse 303Predictions 306Technologies 307Web3 and Blockchain 307Spatial Web 3095G, IoT, and Edge Computing 309Digital Twins 310Cloud Computing 310XR 310Headsets and Glasses 312Artificial Intelligence and Machine Learning 313Woven Together 314The Race Has Begun 315New Rules 316A Great Reset 317Doing Business in the Metaverse 317Digitalizing Humans 318Metaverse Markets 318Interoperability 318Privacy and Safety 319Rights and Regulations 320New Humanity 320Building the Metaverse 321Next Steps 321Notes 322Index 325AcknowledgmentsMajor thanks to Nigel Wyatt for creating the opportunity, and to our team at Wiley— Jim Minatel, Melissa Burlock, Pete Gaughan, Patrick Walsh, and Barath Kumar Rajasekaran— for the trust and patience throughout this process. Thanks to all the experts who took the time to contribute theirunique insights to this book. Martina Welkhoff and Amy LaMeyer,for your preface and words of encouragement. Thanks to the inspiring members of our amazing metaverse ecosystem who contributed quotes to the book, namely (in alphabetical order): Alan Smithson, Alex Coulombe, Alina Kadblusky, Alon Grinshpoon, Amber Osbourne, Andres Leon-Geyer, Angeli Gianchandani, AnneAhola Ward, Antonia Forester, Antony Vitillo, Ash Richter, Ben Erwin, Brandon Powers, Brendan Bradley, Carla Gannis, Christina Heller, Cortney Harding, Christy Seville, Chris Valentine, DaniloCastro, David Parisi, Elena Piech, Emily Olman, Gonçalo Prata, Henry Keyser, James Watson, Jan Pflueger, Jason Chung, Jason McDowell, Jesse Alton, Jimmy Vainstein, Joanna Popper, JulianaLoh, Katie Hudson, Kavya Pearlman, Keisha Howard, Kiira Benzing, Linda Jacobson, Manuel Oliveira, Marco Magnano, Mariia Tintul, Marisa Borsboom, Mark Sage, Nuno Folhadela, Mike Pell,Rafael Pavon, Regine Gilbert, Richard Ward, Robin White Owen, Sammy Popat, Sarah Hill, Sonya Haskins, Susan Persky, Susanna Pollock, Tupac Martir, Valentino Megale, Veronica Costa Orvalho,Vince Kadlubek, and Unai Extremo.

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