Increased consumer interest in virtual worlds will have a very real impact on future brands, businesses and business models, but marketers need a compass to navigate these new platforms. This panel of experts offered some advice on what today’s gaming environments can teach brands about how to engage in the metaverse and web3 so they can reach tomorrow’s consumers.

“There’s a lot to learn by first getting involved with games,” said Gabrielle Heyman, Zynga’s director of global brand partnerships. “Gaming is much more evolved as a platform and a lot of brands haven’t taken advantage of that yet.”

Josh Campo, CEO of Razorfish, believes that both the games and the metaverse have a lot to teach each other. “The experience from a gaming perspective is vast and immersive, and gaming gives us more to…