Virtual worlds
These are platforms like Roblox, Fortnite, ZEPETO, and The Sandbox. Some call them games, others call them metaverse platforms. Blockchain-based or not, we call them virtual worlds.
Virtual brand activations
This term encompasses any form of brand activity in virtual worlds. It includes ‘brand experiences’, ‘brand integrations’, and the creation of branded digital assets.
Brand integrations
These refer to when brands activate within existing virtual experiences for a time-limited period. Think L’Oréal in Livetopia, one of Roblox’s most popular non-brand-owned experiences.
Brand experiences
These are brand-owned virtual experiences that exist within virtual worlds. They are created and owned by the brand. For example, PLANET HUGO on Roblox.
User-Generated Content (UGC)
Content created by players or independent developers on a platform, sometimes in partnership with a brand, which can include anything from mini-games to avatar accessories.