Metaverse Brand Watch: May 2022

Our monthly recap on all of the traditional and web2 brands making moves into this thing we’re calling the metaverse.

Welcome to our monthly recap on all of the traditional and web2 brands making moves into this thing we’re calling the metaverse, and when we say metaverse we’re not just referring to virtual worlds but the broader web3 landscape, including NFTs, social tokens, DAOs, and crypto more broadly. 

With that, here’s what’s been happening in the past month.

Alfa Romeo

Alfa Romeo Formula One (F1) group Orlen has secured its first virtual real estate and will have a new home in the Everdome metaverse.

Fans of Formula1 will be pleased to know that Alfa Romeo wants to leave its mark in the metaverse. Joining a sleuth of leading brands making their way into virtual worlds, Alfa Romeo is entering the Everdome metaverse to provide a new virtual experience for fans and the larger racing community. Alfa Romeo Formula One (F1) group Orlen will have a new home in the Everdome metaverse.

Using Ultra-HD photogrammetric scanning technology, Everdome wants to create hyper-realistic digital environments, powered by Epic Games’ Unreal Engine 5. Users can create their own photo-realistic avatars and explore a digital landscape that is almost indistinguishable from our own. Read more


Mastercard has finally made its move into the metaverse, filing for fifteen metaverse-related trademark applications to register brand assets and assure they were the first to use them in the metaverse and web3 space. This move has indicated the company’s clear plans to properly step into the space. The possibilities are endless for what Mastercard could do.

Over the coming months, we should see what the company is planning, however, there is no proper information out yet about what will happen.

This recent move by Mastercard is one of many by big-time financial companies, including some of their big competitors, into the metaverse. Read more

Cricket Australia

Australian cricket has taken the first official step into the world of NFTs, or non-fungible tokens, joining a movement that has already generated millions of dollars for sports around the globe.

Cricket Australia (CA) and the Australian Cricketers Association (ACA) today announced they have signed a multi-year licensing deal with Singapore-based collectibles platform Rario and NFT trading company BlockTrust, which will enable cricket lovers to own and trade NFTs of some of the most memorable cricketing moments on Australian soil. Read more


Golden State Warriors

A year after becoming the first professional sports team to execute an NFT drop, the Golden State Warriors are dropping another: the first responsive NFT collection, which will be driven by the team's success in the NBA playoffs. Each time the Warriors win a 2022 playoff series, the NFT will unlock new utilities and benefits. Read more

Louis Vuitton

Following the introduction of Louis: The Game last August, which rewarded players with the chance to win historical postcard NFTs, Louis Vuitton has added new quests and new NFT rewards to its standalone game app, investing further into its virtual platform as luxury’s relationship with gaming continues.

The NFT project aims to educate players on the brand’s 200-year history, and again turns to randomly awarded free NFTs rather than an auction or priced sale. Similar to the first iteration, players who reach a certain threshold will have the chance to qualify for an NFT raffle. The raffle, running until 4 August, will distribute a total of 10 new NFTs that feature the game’s character, Vivienne, who is an anthropomorphism of the company's monogram. The NFTs portray Vivienne in a variety of looks, and will be portable across platforms and function as an avatar on social networks, similar to an LV PFP. Read more



The UAE airliner Emirates has said it will soon launch non-fungible tokens (NFT) and “exciting experiences in the metaverse” for its clientele as well as its workers. According to the airliner, the move aligns with advances in the UAE’s digital economy as well as with the country’s virtual assets related initiatives.

In a recently released statement, the airliner suggested that work on the firsts projects is already underway with the “launch anticipated in the coming months.” Remarking on Emirates’ NFT plans, the airliner’s chairman and CEO Sheikh Ahmed bin Saeed Al Maktoum pointed to his company’s history of embracing advanced technologies.


Hyundai Motor is officially entering the NFT space! Today, the company has released a short film introducing its NFT universe called “Metamobility Universe”. To celebrate the release of this film, the automaker is partnering with Meta Kongz to launch an NFT collection. The collection will only consist of 30 limited edition collectibles. And the drop will happen on April 20 (this Wednesday).

“We are extremely excited to introduce ‘Metamobility’ through our own NFTs and start this journey with ‘Meta Kongz’,” said Thomas Schemera, Global CMO of Hyundai Motor.


Qatar Airways

Qatar Airways is entering the metaverse by launching QVerse, a novel virtual reality (VR) experience for visitors to the airline’s website.

Users of the website can now virtually tour and navigate the Premium Check-in area at Hamad International Airport (HIA), the cabin interior of the airline’s aircraft, including the award-winning Business Class - Qsuite, and the Economy Class cabin, by using their own Personal Electronic Devices (PEDs). The national carrier of the State of Qatar is also the first global airline to introduce a MetaHuman cabin crew offering a digital interactive customer experience. Read more



The Australian Football League (AFL) has agreed a five-year non-fungible token (NFT) and metaverse partnership with Animoca Brands, hoping to provide fans with immersive Web 3.0 experiences.

The first NFT drop will take place in the coming weeks through a newly established ‘AFL Mint’ brand that will allow fans to ‘own’ their favourite moments in AFL and AFL Women’s (AFLW) history.

The AFL says its Mint products will have more than just cosmetic value, offering rewards and real-world experiences. These include ticket upgrades, special experiences, hospitality and exclusive merchandise. Read more



Fidelity Investments, a major financial services firm with $11.3 trillion in assets under administration, has entered the metaverse with the opening of an eight-story learning center and the launch of a metaverse exchange-traded fund (ETF). The Fidelity Stack features “a multi-level design complete with a lobby, dance floor, and rooftop sky garden for users to explore on foot – or even through teleport.” Read more


Standard Chartered

Standard Chartered Bank announced Tuesday that its subsidiary, Standard Chartered Bank (Hong Kong) Ltd. (SCBHK), has partnered with The Sandbox, a popular blockchain virtual gaming platform, “to create [a] metaverse experience.”

Standard Chartered is a leading global bank with 85,000 employees serving customers in close to 150 markets worldwide. It has 776 branches globally.

The bank explained that it is the first bank to acquire “virtual land at The Sandbox metaverse’s Mega City district, a culture hub based on or inspired by Hong Kong talents.” The initiative is led by SC Ventures, Standard Chartered Group’s innovation, fintech investment, and ventures arm. Read more



Starbucks is diving into the world of NFTs.

As part of its quarterly earnings report Tuesday, the Seattle coffee giant revealed plans to use the blockchain-based technology to create a digital community and provide access to exclusive perks.

NFT, or non-fungible token, is a burgeoning technology that allow people to secure unique ownership of artwork, videos, photos, and other digital content on the blockchain.

Starbucks is trying to extend its “Third Place” concept — a place between home and work — to the digital world. Customers will be able to purchase unique NFTs from Starbucks and use them to get special access to Starbucks-related experiences and perks. Read more


Spotify has announced that its venture into virtual worlds is coming via a Roblox interactive space called Spotify Island. The setting is a place where users can create music, chill in virtual venues and get access to exclusive virtual merchandise — and it's debuting today.

Spotify has given its Roblox island a design that's true to its brand: lots of green with shapes, colors and icons you'll recognize from its apps. These are all part of the game as well. You can collect the heart-shaped "Like" icons for free merch, for example. Speaking of digital goods, Spotify says the exclusive in-game virtual merchandise will give artists a chance to connect with fans and a way to earn money. The company explains that a portion of sales will go to the artists, though it didn't specify a percentage. It did say that it has already collaborated with some acts to create a collection of items that "truly reflects who they are." Read more


Van Eck

VanEck, an investment firm with over $82 billion in assets under management, revealed its entrance into the Metaverse by releasing a collection of 1,000 nonfungible tokens (NFTs) on Monday.

The VanEck Community NFT, which is based on the Ethereum network, features an illustration of Alexander Hamilton called “Hammy” as he journeys through time and space in his quest to understand past, present and future financial policies. The New York-based investment management firm believes it will be able to showcase real-world usefulness for digital assets, as well as provide a forum for investors to learn more about digital assets through the collection. Read more



Gatorade is getting in on the action. According to trademark attorney Josh Gerben, the company filed a claim with the USPTO on April 27 to create virtual beverage products, among other digital items. Read more

Australia Zoo

To celebrate the 20th anniversary of Australia Zoo, the home of the Crocodile Hunter is doing the only thing it can – launch an NFT project, of course.

For its non-fungible foray, Australia Zoo has picked super fresh local startup Meadow Labs to help it create a unique Australian wildlife themed NFT collection.

The collection is called ‘Wildlife Warriors’. Australia Zoo said the “rare NFT project” will comprise of a series of drops, each focusing on a different Australia Zoo Wildlife Warriors animal. The NFTs will be randomly generated, non deterministic, utility-driven and 100 per cent unique to the buyer, the Zoo said. This means no duplicates. Read more


MAC Cosmetics

M·A·C Cosmetics will be entering into the Metaverse in a way that has never been seen before. The launch of MAC’s first-ever NFT collection, the Viva Glam x Keith Haring NFT collection, will feature the work of the late iconic artist and activist Keith Haring, making this the first beauty brand to partner with a renowned artist in this space.

According to sources at the Happi Top 50 beauty company, the collection will be revealed on March 29 prior to National Youth HIV/AIDS Awareness Day. 

 All primary sales from the Viva Glam x Keith Haring NFT collection will be donated to the M·A·C Viva Glam Fund to support organizations "fighting for healthy futures and equal rights for all and 2.5% of secondary sales will also be donated to The Keith Haring FoundationRead more


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