Despite marketers still debating the value of the metaverse, big brands continue to invest in the virtual space, hoping to score points with consumers.

For example, the National Football League recently launched NFL Zone, a multifaceted metaverse experience built into Fortnite Creative. Brought to you by Visa, the digital space is designed to engage soccer fans and also attract Fortnite players, possibly winning over a whole new audience, particularly Generation Z, who have shown a waning interest in traditional sports. .

“We believe in meeting fans where they are,” said Ed Kiang, the NFL’s vice president of video games. “The metaverse, its experiences, and its technology are going to be key to engaging the next generation of fans as they spend more time…