If you ask a dozen people — even self-proclaimed experts — to define what the metaverse is, you will likely get numerous vastly different answers. Although there is no universal definition as to what constitutes the metaverse, there is a general consensus of widespread expansion, adoption and usage of virtual worlds.

From the launch of the online game Second Life in 2003 to the exponential growth in online multiplayer games such as Fortnite, more people are spending more time and money in immersive online worlds. And, where people congregate — in real life or virtually — brands are soon to follow.

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