2022 offers new opportunities for brands to embrace the metaverse as part of their storytelling; Kristine Axsäter, strategy director at Imagination, looks at the possibilities.

Innovative storytelling tools such as virtual production, collaborative interactive events, virtual reality (VR), augmented reality (AR), gaming technology and NFTs have grown exponentially in recent years, she writes for WARC. Interactive stories can be created as effectively in the metaverse as in real-world destinations.

Why it matters

For all the growth in digital media – the fragmentation of attention and the changes in how people read, view and interact with content across multiple platforms –...