A field of all possibilities, the metaverse now allows people to shop for virtual fashion and accessories, view exhibitions or attend concerts. But these new worlds on the edge of reality are favored above all by brands that seek to gain visibility among their main target, Generation Z, who dominate these worlds like no one else, although only a minority have stepped on them. As a result, some brands have decided to go big, going to great lengths to launch initiatives in places where consumers are really present, that is, in the world of gamesa form of metaverse enjoyed by billions of people around the world.

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Armani Beauty has now teamed up with one of the most popular games, “Fortnite”, to promote its new men’s fragrance, Code. Evidently,…