metaverse 2022中的价值创造-虚拟世界的真实业务-麦肯锡.docx

June 2022 Value creation in the metaverse The real business of the virtual world Value creation in the metaverse The real business of the virtual world 2 Value creation in the metaverse: The real business of the virtual world Value Value creation in the metaverse: The real business of the virtual world Contents Preface 4 In brief 5 Value creation in the metaverse 7 Introduction 9 Defining the undefined: What is the 10 metaverse, really? Following the money: What is driving 18 investment? Scanning the horizon: How is consumer and 29 business behavior evolving? Envisioning the potential: How significant could 36 the metaverse’s impact be? Moving at speed: How do you capture value, 53 and what can you do today? Conclusion 57 Appendix A: Estimate of investment in 58 metaverse technology Appendix B: Impact model and investment 59 Appendix C: Consumer and executive surveys 65 Acknowledgments 67 Bibliography 68 Endnotes 73 Preface This report examines the emergence of the metaverse: its history and characteristics, the factors driving investment, how consumers and businesses are using it today and may in the future, its value-creation potential, and how leaders and policy makers can plan their strategies and near-term actions. Our work began by surveying more than 3,400 consumers and executives on metaverse adoption, its potential, and how it may shift behaviors. We also interviewed 13 senior leaders and metaverse experts. In analyzing the metaverse’s value-creation potential and total investment landscape, we examined the drivers of activity among major corporations, venture capital, and private-equity funds. We examined the potential impact of the metaverse on sectors most closely tied to its technology and uses, with our work supplemented with additional research, case studies, and real-world examples. This latest research is the result of collaboration between multiple practices within McKinsey, including Growth, Marketing Sales, McKinsey Digital, a