Gaming’s cultural clout is pushing ad agencies to explore virtual worlds in the hope of reaching audiences they’re struggling to meet elsewhere. But with players often hostile to any perceived attempts to market to them in-game, how can brands connect with them without ‘diluting’ their experience?

Balenciaga’s innovative approach to marketing, disruptive collaborations, and immersion in the world of tech has seen great success within contemporary markets – enabling it to permeate the consciousness of the fashion industry. How is the brand's innovative approach redefining luxury for consumers?

A study has found that over half of Gen Zer gamers report feeling more like themselves in virtual worlds than in real life. With open-world gaming growing and people spending more time socializing digitally, the opportunity for brands to enable virtual forms of self-expression is immense.

As interest in the potential of virtual entertainment grows, performances in the metaverse are gaining clout in the music industry and among consumers. In a bid to recognize the growing significance of virtual fandom, MTV has introduced an award for Best Metaverse Performance.