The popular cookie brand, Oreo, launched its metaverse experience “OREOverse” this week. Built on Meta worlds horizon, the metaverse allows fans to play cookie-themed games. The games involve various levels with exploration, twisting and soaking of the cookies, and are meant to promote the latest edition of the cookie – “The Most Oreo Oreo”.

With Meta’s partnership with Oculus virtual reality headsets, Oreo wanted to emphasize that its experience can also be accessed through mobile devices and computers.

The promotional offer associated with the launch promised a multitude of prizes, including a $50,000 raffle, game consoles, and virtual reality headsets.

The brand has also partnered with Martha Stewart, best known for her popular cookbooks. Stewart is not new to web3, as she released her personal NFT collection.”Fresh mint” in 2021.

While the OREOverse games are based on the Meta platform, several other consumer goods companies are marketing their new products in other existing game worlds. In October 2022, McCain Foods, the company behind McCain’s famous fries, collaborated with metaverse platform Roblox and NFT-themed restaurant Bored & Hungry to educate the public about regenerative agriculture. Similarly, the popular Magnum ice cream launched a virtual museum at Decentraland, another virtual destination for digital assets.

One of the biggest challenges in enterprise adoption of the metaverse is talent. according to a KPMG reportWhile 67% of companies surveyed were willing to adopt new platforms in an attempt to drive consumer engagement, most companies have a limited supply of in-house technology capabilities to keep up with growing trends. This makes it more likely that companies will partner with tech companies to drive engagement in web3 and the metaverse.