{"id":7141,"date":"2022-11-08T12:07:04","date_gmt":"2022-11-08T12:07:04","guid":{"rendered":"https:\/\/intch.org\/blog\/?p=7141"},"modified":"2025-03-07T09:11:33","modified_gmt":"2025-03-07T09:11:33","slug":"metaverse-vs-real-life-why-the-hype-wasnt-worth-it-takeaways-from-web-summit","status":"publish","type":"post","link":"https:\/\/intch.org\/blog\/metaverse-vs-real-life-why-the-hype-wasnt-worth-it-takeaways-from-web-summit\/","title":{"rendered":"Metaverse vs Real-Life: Why the Hype Wasn\u2019t Worth It. Takeaways from Web Summit."},"content":{"rendered":"

While the whole world seems to be going digital, the metaverse is still not replacing real-life experiences. People are craving human connections \u2013 and the brands that are able to entertain their customers in real-life are the ones to attract and retain the most customers. Here\u2019s how brands are using events to stay relevant \u2013 and how you can manage and track the efficiency of offline activations.<\/span><\/h3>\n

Web Summit<\/span><\/a> is one of the biggest events in tech that takes place each year in Lisbon in November. It brings together more than 70k people who are on their way to redefine the tech industry globally. Our brand team attended the event and we\u2019re here to share the highlights and the takeaways for our community here.<\/span><\/p>\n

One of the biggest surprises was the talk given by Jonathan Yaffe, the CEO and cofounder of <\/span>AnyRoad<\/span><\/a> \u2013 a platform that provides a new kind of software to track the metrics of offline events and marketing campaigns, such as pop-ups, tastings and field activations called Experience Relationship Management (ERM).\u00a0<\/span><\/p>\n

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\n The best experts in one app.<\/span>\n

Don't wait to be added to connections, start chatting right away.<\/p>\n <\/div>\n Try it<\/a>\n <\/div><\/div><\/div>\n

Why the metaverse is losing to real-life events\u00a0\u00a0<\/span><\/h2>\n

While during the pandemic the whole world went online (and rightfully so), the hype about the metaverse has reached its peak. The brand promises of creating incredible online experiences that will be just as exciting as the real-life ones (if not better) were practically everywhere \u2013 and yet, there are too few examples of successful activations in virtual (or augmented) reality. The metaverse keeps being decentralized (in fact, there is still no single metaverse) and people quickly came to realize that:\u00a0<\/span><\/p>\n

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  1. It will take lots of time and improvement to make online experiences truly exciting and fun;<\/span><\/li>\n
  2. It does require expensive and bulky gear to take part in any activities;<\/span><\/li>\n
  3. Even though you are promised to have a fun time surrounded by your friends, in reality \u2013 you are still alone in your living room with a VR set on.<\/span><\/li>\n<\/ol>\n

    \"VR<\/p>\n

    So, as the excitement wore off, the numbers started to drop:\u00a0<\/span><\/p>\n