Metaverse Brand Watch #2 - March 22

Our monthly rundown on which brands are moving into the metaverse!

NAMCO


Bandai Namco, creator of iconic gams such as Pac-Man, Galaxian, Galaga, Dark Souls, Elden Ring, and Dragon Ball, announced that it plans to develop an "IP Metaverse" for its library of games, and is spending 15 billion yen (or 130 million USD) on the project. Bandai Namco also plans to invest 25 billion yen (or 216 million USD) to "maximize IP value" through new IP creation, "groupwide IP projects," and innovation.

"Through the IP Metaverse, we will establish communities among Bandai Namco and fans, as well as among fans themselves," Bandai Namco shared on its mid-term plan presented to investors. "Through these communities and content, we will build deep, broad, multifaceted connections that continue for long periods of time, and we will focus on the quality of those connections. In this way, we will work to maximize IP value over the medium to long term."

McDonalds

McDonalds has filed trademarks, revealing plans to open food delivery services inside the metaverse. The iconic American fast-food chain filed ten trademark applications, revealing their plans to launch a virtual restaurant featuring actual and virtual goods with further plans to offer home delivery.

The application outlines that the restaurant chain will provide “downloadable multimedia files” for artwork, audio and video files, and NFT. Additionally, plans include virtual food and beverage items and virtual facilities where users can congregate.


McDonalds Metaverse


Playboy

The company has dropped thousands of Playboy NFTs featuring bunny avatars, launched a digital social platform called Centerfold and has plans to build a new Playboy Mansion in the metaverse.

However, fans of the Playboy of old expecting scantily-clad women will be disappointed. Even before the series’ debuted in late January, company leadership posted an open letter to its website noting, “today’s Playboy is not Hugh Hefner’s Playboy.”

Manchester City FC

As per a new report by the iPaper, Manchester City have started the process of building the world’s first football stadium inside the metaverse, with the involvement of virtual reality pioneers, Sony.

Additionally, club officials believe that the ultimate goal is to be able to fill up the virtual stadium's capacity on numerous occasions, to ensure City fans that may never travel to Manchester can still watch live matches involving their club within the comfort of their own homes.


JP Morgan

JPMorgan took a step into the metaverse, jumping into the nascent space with a virtual lounge in popular blockchain-based world Decentraland. The “Onyx lounge” was unveiled along with a report from the bank outlining metaverse-related growth opportunities for businesses and causes for its “explosive interest.”

JP Morgan Sets Shop on Decentraland, The Ethereum Blockchain Metaverse – Trustnodes – Block News ...

To be honest, it's a little boring. Sure, let's go into the metaverse to hang out in JP Morgan's lobby and idolize the photo of Jamie Dimon on the wall...said nobody ever.

Oh, and what's with the tiger?


LÓreal

Global beauty brand L’Oréal may be entering the metaverse in a big way. According to CoinDesk, the company recently filed a number of virtual trademarks, including NFTs. The filings themselves are in the names of L’Oréal’s subsidiaries, including makeup and cosmetic companies Kiehl’s, Maybelline, Pureology, Urban Decay and Redken, among others. In eight of the filings, L’Oréal stakes claim to “providing a metaverse for people to browse, accumulate, buy, sell and trade virtual cosmetics.”

Arent Fox

After advising global accounting firm PwC on its purchase of metaverse property, Arent Fox decided to follow suit.

Arent Fox is opening a virtual office in the metaverse in the fashion and retail district of browser-based 3D platform Decentraland, report Law.com and Bloomberg Law. It is the first major law firm to open in the metaverse.

Arent Fox crypto chair James Williams told Law.com that gaming platforms may be the most familiar.

“But that’s not where the future is,” he said. “In places like Sandbox and Decentraland, you’re buying in locations just like you would buy a Rodeo Drive. … We want to show our clients: We know this world; look, we bought in this world, and we can help them navigate this world.”

This is a nothing move, and when we see real utility and creativity in this project, above and beyond "we bought space in the metaverse, write about us being the first law firm to do so", we'll keep this on ice.

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