-
According to Statista, the revenue in the metaverse market in Mexico was forecast to continuously increase between 2023 and 2030 by 6.7 million U.S. dollars.
-
31% of metaverse enthusiasts are innovators or early adopters of new products.
-
The total market capitalization of Web 2.0 metaverse companies was 14.8 trillion U.S. dollars. For gaming and eSports and also Meta, this figure sits much lower at 1.98 trillion and 0.90 trillion, respectively.
In an era where Metaverse ambitions face uncertainty, Vans has defied the odds with its triumph in the virtual realm. The brand’s venture into Roblox, specifically Vans World, has not only garnered attention but also showcased the potential of authentic engagement in the digital world. Amid a backdrop of cautious retrenchment, Vans’ achievement serves as an illuminating case study in the metaverse evolution.
The Metaverse, once hailed as a marketing frontier, has experienced a paradigm shift. Early pioneers like Disney and Meta (formerly Facebook) have revisited their forays into this terrain, raising skepticism about the metaverse’s viability. However, against this backdrop of reticence, Vans has emerged as a beacon of success. In a remarkable feat, Vans became the first fashion brand to attract over 100 million visitors to its virtual skatepark and skate shop, Vans World, within Roblox.
An Innovative Leap into the Metaverse
Vans World, launched on the immersive Roblox platform in September 2021, thrust Vans into the forefront of metaverse adoption. This virtual haven not only embraces the gaming spirit but transcends it by providing an authentic and immersive experience. Within Vans World, players engage in skateboarding, compete in interactive challenges, and perform tricks to accumulate points. These points fuel avatar customization, allowing players to craft unique outfits and skateboards2.
Lizzy Yao, Director of Global Brand Marketing at Vans, emphasizes that Vans World’s appeal is rooted in its authenticity and immersive nature. The collaboration with The Gang, a Swedish game developer renowned for crafting bespoke metaverse experiences, underscores Vans’ commitment to fostering creative self-expression across digital domains.
Empowering Self-Expression and Creativity
Vans World’s success lies in its ability to resonate with a digitally astute and self-expressive demographic. As Marcus Holmstrom, CEO of The Gang, notes, metaverse platforms empower brands to engage audiences creatively and effectively. Within Roblox, the act of customizing avatars serves as a powerful outlet for self-expression and individuality. Roblox data reveals that dressing avatars allows users to feel good about themselves and enhances their connection with peers. Vans World adeptly taps into this fundamental human desire for expression, further endearing the brand to its audience.
Innovation and Engagement as Key Drivers
The longevity of Vans World’s appeal stems from its unwavering commitment to innovation. Regular updates, dynamic collaborations, and ongoing enhancements have sustained players’ interest and engagement. From introducing BMX capabilities to crafting collaborations with esteemed brands like Gucci, Vans World offers a captivating and evolving experience. Lizzy Yao underscores the importance of direct communication with users through platforms like Discord, facilitating valuable feedback that informs enhancements and new features.
A Path Forward: Blurring Digital and Physical Boundaries
Vans’ meteoric rise within the metaverse is not an isolated achievement but a testament to a broader vision. Yao envisions a future where Vans seamlessly intertwines digital and physical realms to create holistic brand experiences. As the digital landscape evolves, Vans recognizes the imperative of empowering new generations to unleash their creativity authentically. With insights gleaned from Vans World, the brand is poised to transcend traditional boundaries and reshape the marketing landscape, pioneering novel ways of engaging audiences across the customer journey.
In an age where metaverse aspirations navigate a maze of uncertainty, Vans’ remarkable feat in Roblox stands as a testament to the potential of genuine engagement, creative expression, and immersive experiences. Informed by the triumph of Vans World, brands are challenged to reevaluate their strategies, harness the power of self-expression, and carve out meaningful connections in the ever-evolving metaverse.
Source: The Drum, Interview: Lizzy Yao, Director of Global Brand Marketing at Vans
