McDonald’s asks for clues in the metaverse, just like big brands like Nike and Hyundai, among several others, have already done.
Many consider it a risky bet, a blind investment; In fact, until now it is being structured and Intel itself, the number one manufacturer of integrated circuits in the world, has said that the computational efficiency will have to be 1,000 times greater for it to work. It is regarding the metaverse, a strategy to which Meta (Facebook parent company) will inject 10,000 million dollars, and in which Decentraland and The Sandbox are also working.
In short, it is an immersive technology, a 3D vision of the world that combines virtual reality and augmented reality, and that is beginning to seduce large multinationals. The latest is McDonald’s, which has approved a patent application for virtual assets, or, in simple words, has begun to envision its future in this digital reality.
The information that has transpired is that the American multinational will not only explore the metaverse, but will bet heavily on it. Even his patent applications also involve McCafé; the idea is to go one step further and combine the facilities of the virtual with real life.
Trademark attorney Josh Gerben, who has compiled on his Twitter account the process of various companies to be in the metaverse, said that McDonald’s proposes “operating a virtual restaurant with home delivery.” In practice, you might order the iconic Big Mac in that virtual reality and then have it delivered to your doorstep.
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Recently, YouTube also jumped on the metaverse bus. He revealed that he has ideas for a more immersive user experience in the content shared on the platform, and without giving further details, he stressed that he will work to bring the world of virtual reality closer.
Microsoft, for its part, does not want to be left behind and put its wallet on the table to close the biggest deal in its history. It paid $68.7 billion to acquire Activision Blizzard, a game development firm and publisher of interactive entertainment content, a move that “will accelerate the growth of Microsoft’s gaming business across mobile devices, PCs, consoles and the cloud and provide building blocks for the metaverse.”
And it is that in this reality even fashion will have its place, brands no longer only think of collections for the seasons of the year but also for the metaverse. Thus, Nike filed a patent application last October to use its brand virtually. As a prelude to its departure in the new universe, the company launched Nikeland, a space in which people can equip their avatars with Nike clothing (among other functions), which is available on the Roblox video game platform.
Other companies that have already made their first handstands are Gucci, Dolce & Gabanna and Balenciaga, which have appealed to their creativity to even sell their first items in the metaverse.
For its part, in the automotive industry, the metaverse is thought of as an element that will help save millions of dollars a year. This is the case of Hyundai, which allied itself with Unity to create a factory in the metaverse that is under construction and promises, among many other things, to take a step forward in vehicle automation and achieve –for example– that people with disabilities can control cars.
At the moment all these ideas are under construction and for some the metaverse will be a reality, in the most optimistic of cases, in a decade. Greater connectivity, penetration of fifth generation networks (5G) and above all, that this revolutionary idea is within everyone’s reach, will be the challenges so that it is not just a dream
10.000
million dollars is the investment of Meta, parent company of Facebook, in the metaverse.
