{"id":23146,"date":"2022-03-02T16:01:46","date_gmt":"2022-03-02T16:01:46","guid":{"rendered":"https:\/\/cloudinary.com\/blog\/?p=23146"},"modified":"2022-03-04T18:43:30","modified_gmt":"2022-03-04T18:43:30","slug":"direct-to-avatar-d2a-commerce-in-the-metaverse-and-delivery-of-3d-assets-explained","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/direct-to-avatar-d2a-commerce-in-the-metaverse-and-delivery-of-3d-assets-explained","title":{"rendered":"Direct-to-Avatar (D2A) Commerce in the Metaverse and Delivery of 3D Assets Explained"},"content":{"rendered":"

The metaverse is growing rapidly as a leader of Web 3.0 with steady participation and support from consumers. Simultaneously, opportunities for selling digital goods abound, as evidenced by the remarkable sale of a digital-only Gucci bag for $4,115<\/a>, starkly exceeding what its in-store counterpart priced at $3,400 could earn. No wonder this observation from CB Insights<\/a>: \u201cBrands will go all in on the avatar economy as the metaverse, NFTs [non-fungible tokens], and digital identities take off, and the low cost of development and huge user bases entice a deluge of entrants.\u201d\nHence the emergence of direct-to-avatar (D2A) marketing through which businesses sell products directly to avatars (digital identities), including skins, other avatars, fashion, and collectibles. According to Crucible, D2A promises to be the largest digital economy in history, topping $1 trillion during this decade<\/a>. With augmented reality (AR) and virtual reality (VR) slowly trending mainstream and the metaverse assuming a marked presence, 3D assets are more valuable than ever.\nRead on for a few innovative practices of D2A marketing and the ways in which to effectively deliver compelling 3D assets online.<\/p>\n

Reaching Shoppers From the Metaverse<\/h2>\n

Charles Hambro, cofounder and CEO of Geeiq, observed<\/a> that the reasons to go meta vary from brand to brand: \u201cSome want to connect with younger consumers; others want to express their values or messages in a way that they\u2019re unable to do through a typical digital platform.\u201d<\/p>\n

Without doubt, the metaverse is an excellent way to target those who The Fabricant\u2019s Kerry Murphy calls Digi-Sapiens<\/a> or the Gen Zers and Millennials. Those 3.5 billion individuals have grown up with the virtual world as their second home, which boasts blurriness between reality and fantasy. Believing that fashion needs not be constrained to the physical world, they are strong proponents for digital attire on an avatar as an expression of creativity.<\/p>\n

To cater to those consumers, Nike has established its world headquarters inside Roblox\u2019s immersive 3D space in which they can connect, create, and share experiences in NIKELAND<\/a>. Besides mini games, the brand offers a digital showroom in which consumers\u2019 avatars can be outfitted with products like the Air Max 2021. Adidas and Forever 21 have also tapped into the metaverse to reach young customers with innovative merchandise that showcase digital identities.<\/p>\n

Among others, these three industries are actively leveraging the metaverse:<\/p>\n