Dancing clowns and spooky mansions – brands are bringing scares to the metaverse this Halloween.

While players should expect to be scared, brands may want to prepare for a surprise of their own from their finance departments.

Metaverse marketing has come under fire as brands create experiences that can cost more than $1 million for fewer than 1,000 users, even as Metaverse platforms are disputing how their user bases are tracked.

Mark Zuckerberg’s investment in the metaverse has caused Meta’s earnings to plunge like Davy Jones’s locker, falling 52% in the third quarter. That’s a scary statistic, especially as the world’s largest companies face pressure to prove ROI on investments in the face of a potential recession.

Yet Zuck and the marketers continue…