The same is true of digital experiences

The same is true of digital experiences

Just as the standards for the Metaverse can’t simply be “declared”, consumers and businesses won’t embrace a would-be proto-Metaverse simply because it’s available.

Just making a mall capable of fitting a hundred thousand people or a hundred shops doesn’t mean it attracts a single consumer or brand. “Town squares” emerge organically around existing infrastructure and behaviors, to fulfill existing civilian and commercial needs. Ultimately, any place of congregation – be it a bar, basement, park, museum or merry-go-round – is attended because of who or what is already there, not because it’s a place in of itself.

This has included the universe of the game Borderlands, Batman’s hometown of Gotham, and the old west

Facebook, the world’s largest social network, didn’t work because it announced it would be a “social network”, but because it emerged first as a campus hot-or-not, then became a digital yearbook turned photo-sharing and messaging service. As with Facebook, the Metaverse needs to be “populated”, rather than just “populable”, and this population must then fill in this digital world with things to do and content to consume. …