NEW YORK – Metaverse activations and game-like experiences continue to rise this year as marketers seek to reach digitally-driven consumers, but until such games are seen as an experience rather than an experiment, valuable success metrics are likely to remain out of reach, according to Eric. Pulier, CEO of enterprise-class platform Web3 Vatom, who discussed metaverse marketing tactics during an Advertising Week panel on Thursday.

In the past year, brands have tapped into the metaverse in a variety of ways, whether as an online store, a collection of mini-games, an augmented reality experience, or as a path to non-fungible tokens (NFTs). The number of users who visit these activations and the time spent per session offers some…