Metaverse: A virtual place that allows the boundaries with reality to become thinner, to the point of making them almost imperceptible. It can be considered a virtual living environment that overlaps with the physical world of real life, allowing users to interact directly and instantly, also taking part in various engaging activities.
History of the Term
The term “Metaverse“ was coined as a toponym by American writer Neal Stephenson in 1992, in his cyberpunk novel “Snow Crash.” In the book, the Metaverse is conceived as a kind of virtual reality that integrates with and overlaps the physical world, where each person can move and interact through the use of a personalized digital avatar. It was only in October 2021 that the term shifted from being a toponym to a common noun, thanks to Mark Zuckerberg, founder and CEO of Facebook, who announced the rebranding of his company to “Meta.” The widespread media coverage of the event caused the term to experience a significant revival and diffusion beyond the realm of science fiction literature. Through its platform Horizon Worlds, Meta offers users an immersive virtual space in which to socialize, attend events, create personalized 3D environments, and collaborate in real time.
Companies Investing in the Metaverse
Many companies are exploring the potential of the Metaverse to innovate their business models and engage customers in more immersive ways. Nike, for example, has created Nikeland within Roblox, a virtual space where users can interact and customize their avatars with the brand’s digital apparel. Gucci has launched exhibitions and interactive experiences on platforms like The Sandbox and Roblox, while Decentraland hosts events, concerts, and virtual showrooms where brands such as Samsung and Dolce & Gabbana promote their products.
Today, the Metaverse represents a rapidly expanding sector, with companies of various sizes significantly increasing their investments. According to a report by S&P Global Market Intelligence 451 Research and Siemens, 62% of global enterprises increased spending on industrial Metaverse technologies in 2024. In particular, 30% of large companies (with over 5,000 employees) invest more than $10 million annually in this area—a percentage that has doubled compared to the previous year.
Forecasts suggest that the Metaverse market could reach a value between $250 and $400 billion by 2025, with a significant portion represented by virtual assets, estimated between $150 and $300 billion. In Italy, the Metaverse is estimated to contribute up to €52 billion to GDP growth, highlighting the economic opportunities offered by this new digital ecosystem.
What You can do in the Metaverse
The Metaverse offers various leisure activities that are typically part of real-life experiences, such as attending parties or playing solo and group games. It presents a wide range of experiences that cater to a highly diverse audience, spanning sectors like food & beverage, fashion, gaming, art, marketing, and design. The key difference is that there’s no need to get ready and leave the house.
In the virtual world, it’s possible to organize art exhibitions where artists can showcase and sell their digital works, expanding their professional horizons. In fact, users can also purchase items, like outfits to wear at virtual events, or receive money through winnings or competitions.
