From the ADOTAT archive, July 2022
No One Is Visiting the Metaverse Because It's Boring and Dead
After Facebook renamed itself Meta, virtual real estate boomed and brands like Nike and Adidas opened metaverse outposts. By mid-2022 ADOTAT was reporting the signs that interest was already fading.
Questions and answers
What happened to the metaverse hype?
After Facebook became Meta in 2021, investment and virtual land sales surged. Usage stayed low, and by 2022 search interest and land prices were falling.
Did brands keep investing in the metaverse?
Most scaled back. Brand activity shifted to established game platforms like Roblox and Fortnite, where audiences already were.
What ADOTAT has covered since
The original article
No One Is Visiting the Metaverse Because It's Boring and Dead, by Pesach Lattin, first published on ADOTAT in July 2022.
About ADOTAT
ADOTAT is an independent, reader-supported publication covering advertising technology, ad fraud, programmatic economics and the holding companies that run the business. Founded and published from Phoenix, Arizona, by Pesach Lattin, a former Secret Service Electronic Crimes Task Force investigator, co-founder of LeadsCon and former CEO of the ad network Vizi. ADOTAT takes no paid placement in editorial. Subscribe free or read the full archive.
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