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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
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