June 15, 2022Welcome to the metaverse. Now, where exactly are we? Imagine for a moment the next iteration of the Internet, seamlessly blending our physical and digital lives. It is many things: a gaming platform, a virtual point of sale, a training tool, an advertising channel, a digital classroom, a gateway to completely new virtual experiences. While the metaverse continues to define itself, its potential to unleash the next wave of digital disruption is clear. In the first five months of 2022, more than $120 billion has been invested in building metaverse technology and infrastructure. That’s more than double the $57 billion invested in all of 2021.

McKinsey has now taken a deep dive into the potential of the metaverse, surveying more than 3,400 consumers and 450 senior…