Ready Player 1? – Major American brands from all sectors are jostling at the gates of the metaverse. Each of them actually wants to make sure that they won’t miss out on this train of opportunities. For some, filing their brand in this new space is a simple legal exercise to ensure protecting their image. However, it is clear from the applications filed by the brands that it is not only a question for them to protect themselves. Of McDonald’s at Victoria’s Secret, the digital world promises to be well fed and well dressed.
Companies with a combined market capitalization of around $1.1 trillion have filed metaverse and NFT-related trademark applications this year. Including Metathis figure would rise to almost 2,000 billion dollars. Furthermore, 1,967 NFT-related claims were filed since January 2022. This is already more than the total for the whole of 2021. Brands such as Ralph Lauren, Chevron, McDonald’s, Monster, Colgate, WWE, Levis, Playboy and more are gearing up to enter the metaverse. The objective being, among other things, to protect their intellectual property.
McDonald’s, McCafe and the famous Golden Arches set the table in this virtual world. They plan to offer both real and virtual products through their restaurants in the metaverse. Because of this, you’ll soon be able to walk into a McDonald’s in the metaverse, order a BigMac, and have it delivered to your doorstep in the real world.
The Monster Energy brand of energy drinks and beverages has often seemed to be at the forefront of trends. Their passage to the metaverse is therefore not really surprising. Like McDonald’s, they seek to use their brand to offer downloadable virtual NFTs, food, drink and clothing and create a marketplace for virtual goods.
Food and beverage brands are all filing applications to be able to offer virtual restaurants and food. In games, food is often linked to health or regeneration bonuses. The ability to be a recognized option for a player to regain their health should provide immense brand awareness for the brands involved.
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Style in the virtual world
Another trend concerns clothing. Skins and cosmetics in games are in incredibly high demand. Indeed, the skins market is estimated at around $40 billion. Metaverse projects seek to build on traditional gaming experiences like second life. Brands, on the other hand, are preparing to offer their designs in this virtual world. Therefore, Levi’s, Wrangler, Playboy, Ralph Lauren, DKNY, Tommy HilfigerVersace and Vans have all registered trademarks related to NFTs.
In February, the lingerie, clothing and beauty products brand, Victoria’s Secret, filed several trademarks. These marks include, but are not limited to, downloadable virtual goods, digital collectibles, virtual fashion shows and clothes online, including underwear. The brand sees in the metaverse an incredible opportunity. It is easy to understand that there is a potential market for virtual fashion shows. However, virtual underwear is something the metaverse developers themselves may not have considered yet.
Chevron is also preparing for the metaverse. NFT, virtual gas, virtual stores and virtual renewable energy products will be covered under the brand. Virtual gas will probably be a tool for operate vehicles in the metaverse. If it takes a certain budget to have style in the virtual world, imagine when you go to fill up your sports car…
The next wave of the digital revolution will be in the partnerships created between projects. The NFTs are now created to make their way into metaverse projects. Additionally, metaverse projects build their ecosystem in such a way that allow third-party NFT collections to join their world. Collaboration and fluidity will therefore be crucial aspects of the success of virtual asset projects over the next few years. Some brands have already fashion show in the virtual world of The Sandbox during Metaverse Fashion Week.
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