While some marketers may be in a period of heavy experimentation with the metaverse, it’s not a passing initiative.

Marketing executives from a diverse set of industries weighed in on virtual worlds—strategies for it and where it’s headed—as innovation in the metaverse demonstrates a major part of this year’s CES 2023 tech trade show in Las Vegas this week.

“What we’re learning about the metaverse now, and you’re going to see this and witness this at CES, is that I think the earlier hypothesis about the metaverse is these shared, hyper-immersive experiences. Something like [sci-fi movie] ‘Ready Player One,’” Consumer Technology Association vice president of research Steve Koenig said during a news briefing on Tuesday. “And that’s actually turning out not to be…