Even though there’s no singular definition of the metaverse, its potential for immersive, virtual worlds that allow for new forms of communications, experiences and communities is hard for marketers to ignore.

“It’s a nascent space and we’re very much in the first inning,” says Geoff Renaud, CMO and co-founder of the Invisible North agency—whose clients include Nestle and PepsiCo, along with blockchain-based companies like Coinbase and Algorand.

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