Navigating the Metaverse

CATHY HACKL is a globally renowned tech futurist and executive with extensive experience working with HTC VIVE, Magic Leap, and Amazon Web Services. She is the CEO of the Futures Intelligence Group. DIRK LUETH is a serial entrepreneur and early adopter of blockchain technology as the co-founder and co-CEO of Upland. He has also co-founded European and US-based companies in the fintech and digital media spaces, including Financial Times Deutschland and Forbatec. TOMMASO DI BARTOLO is a serial entrepreneur with two successful exits under his belt. He is a faculty member at UC Berkeley where he lectures about entrepreneurship and innovation. He is the author of How to Growth Hack Your Startup. JOHN ARKONTAKY is a content creator and strategist. He has covered the technology industry as a writer, editor, and journalist. He works alongside industry leaders, managing thought leadership programs for leading tech companies.

• Foreword by Yat Siu, Chairman of the Board, Animoca Brands ixIntroduction xiWhy Should Businesses Care About the Metaverse Economy? xiiiWho Should Read This Book xviHow We Structured the Book xviiPart I Getting to Know the Metaverse and Metaverse Economy 1Chapter 1 A Primer on the Metaverse 3Terminology 4What Is the Metaverse? 8Putting the Metaverse in Historical Context 15A Universe in the Palm of Your Hand 17Interoperability Is Key to the Metaverse’s Future 18Chapter 2 What Is the Metaverse Economy? 25How Does Currency Work in the Metaverse? 29Entering and Advancing in the Metaverse 31Tokenomics 35The Rise of Community Commerce 43Power to the Player: Decentralized Governance 45Four Key NFT Distribution Channels 46NFT- Based Metaverse Revenue Model 49Extra Guidance from the Authors 62Part II Building a Strategy for the Metaverse Economy 65Chapter 3 Building a Business Case for the Metaverse 67Business Challenges 67Is the Metaverse a Blip or a Trend? 72The NFT Market Statistics 72Key Value Propositions of the Metaverse Economy for Brands 75Timing Is Everything 81Crossing the Chasm of Metaverse Adoption 83The Business Impact of Web 3.0Technology 84Extra Guidance from the Authors 88Chapter 4 Meet the Metaverse Consumers 91Demographics 91The Three Flavors of User Engagement 96Metaverse Mindsets 100Importance of Avatars to the Metaverse and Digital Identity 110Extra Guidance from the Authors 113Chapter 5 New Business Opportunities in the Metaverse 115Metaverse Business and Job Concepts 116Metaverse Metrics 124Extra Guidance from the Authors 129Chapter 6 Key Segments of NFT Commercialization 131Marketplaces 132(Fan) Token Offerings 136Fantasy Games and Collectibles 138Metaverse dApps 140Other Avenues to Explore 146Extra Guidance from the Authors 151Part III Metaverse Product Development, Action Framework, and Future Perspectives 153Chapter 7 NFT Deep Dive 155What Is an NFT? 156Types of NFTs 157How Do NFTs Fit in the Metaverse Economy? 158Key Considerations for NFT Design and Purpose 165Extra Guidance from the Authors 180Chapter 8 Putting Together an Action Plan 183Discover 185Learn 186Build a Case 188Connect to the Community 190Get IP into the Metaverse 192Prepare for Tomorrow 194Extra Guidance from the Authors 195Chapter 9 Perspectives on Tomorrow’s Metaverse 197Grow with the Community 197Plug into the Technology Trifecta 199Experience Is King 201Make the Right Play in the Economy 204Final Guidance from the Authors 220Go Boldly 223About Upland 225References 227Acknowledgments 233About the Authors 237Index 241