WASHINGTON, DC — Brands and communicators must proceed cautiously in their approach to the metaverse, but must be prepared to experiment and make the most of opportunities in the rapidly evolving virtual world, according to speakers at PRovokeGlobal this week.

In a panel session at the world summit, FleishmanHillard’s global managing director of media and platforms, Ephraim Cohen, said “no one owns the definition of the metaverse.”

He highlighted the difference between existing and relatively mature metaverses with their origins in the gaming world, such as Fortnite, Second Life, Minecraft and Roblox, which already have huge global communities of players, and ‘the metaverse’, which is a potential future. where all the metaverses, including newer platforms like Decentraland…