Successful brand metaverse experiments will be judged not only by how fun and engaging they are, but also how they protect young users’ wellbeing, privacy and data, argues Francesco Fiori, a Consultant in the Future Strategy team at Iris.

Why it matters

While there’s been much hype about fun and engagement in virtual, augmented or mixed reality environments, the industry also needs to understand the physiological and psychological harms children and teens are exposed to in metaverse-like environments, and explore ways to prevent such harms, or risk consumer and legislator backlash.

Takeaways

• Metaverse-like gaming experiences are gaining rapid traction with...