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In the near future, we will focus on the topic of #元世界商业化# , which will be divided into three articles: pan-entertainment articles, cultural tourism articles, and agriculture articles to discuss the commercialization of metaverse in different industries. This article is a pan-entertainment article.
At the beginning of 2023, the news about the disbandment of the Metaverse team, layoffs, and business closures continued; the large-scale commercial use of the Metaverse has not yet landed, and speculation and expectations are too high. The tide receded, and the Metaverse market gradually calmed down. Amidst the applause and negative voices, Metaverse was still creating new highs in investment and financing.
As of the beginning of 2023, there have been more than 700 financings in various subdivisions of the global Metaverse, with a total amount of nearly 90 billion yuan. Among them, the industry application of the Metaverse and the underlying technology of the Metaverse have attracted capital attention. Compared with other countries and regions, the Chinese government's guidance and support for the development of Metaverse has injected impetus into the development of Metaverse industry applications. China (including Hong Kong, Macao and Taiwan) completed 125 financings, with a total financing amount of 12.782 billion yuan, and 4 industry "unicorns" were born.
Metaverse supports the existing social gameplay, giving competitors a high-dimensional attack
The enthusiasm for capital in the Metaverse field remains unabated. In addition to the confidence of players, capital, and the government in the market, Metaverse, as a supporter of some known industries, can fully empower existing business models, activate dormant traffic, and create "high-dimensional attack power". For example, the pan-entertainment track, which is different from the industries whose fusion value has yet to be explored, has gradually become clear about the commercialization of the metaverse in the field of pan-entertainment, and its value applications, user feedback, and market expectations are relatively clear and stable. Therefore, the application of Metaverse in the pan-entertainment field is not new wine in old bottles, but new shoots out of old trees.
According to the data from the Instant Research Institute, metaverse social interaction has become the most ideologically acceptable and most popular metaverse interaction mode for contemporary netizens. The growth trend of the global social market is obvious, social + entertainment perfectly matches the ultimate pursuit of users, and the original advantages of Metaverse in the social field can be seen.
commercial landing model
That is, the angle of view includes a total of 300+ social products. By identifying the digital form and commercialization model of metaverse products in the social field, we can experience the interconnection of metaverse and pan-entertainment social domains, feel the splendor of virtual and reality, and try to find the realization A reliable entry to the metaverse vision.
The penetration of the Metaverse in the social field lies in the establishment of a "digital simulation world". The Metaverse is more like a "blesser" in the field of social entertainment. The original graphic social interaction is flexible and rich due to the nourishment of the Metaverse's digital form, simple and direct The audio and video social interaction has added ice-breaking energy due to the assistance of the metaverse digital form.
At present, social products embedded with metaverse elements can be divided into emotional social and entertainment social, which will be analyzed separately by Gou Technology.
emotional social
Emotional social products are products for social purposes. Their gameplay can be classified as chat rooms, audio and video matching, location matching, or social products with only IM functions. Metaverse penetrates in various digital forms. In the various ways of playing social products.
1. Metaverse is equipped with audio and video, accumulating strength for strangers to socialize and breaking the ice, and driving users to increase their willingness to socialize
For example, 1V1 audio and video matching social networking, users complete the creation of 3D virtual images by pinching their faces and dressing up, and the rich social behaviors of virtual people accumulate strength for strangers to break the ice and drive users to increase their willingness to socialize; while improving immersion, social inclusion is enhanced sex.
Compared with the real world with limited capacity and increasingly abundant materials but serious homogeneity, the virtual world is a place where contemporary netizens can show new images and personalities to colleagues and strangers. Pinching faces and 3D avatars, as concrete social images, make the abstract and intangible concept of "self" more vivid in a multimodal way.
Xiaoximi Voice is a voice social product under Guangzhou Lizhi, which includes various social function modules such as chatting, Lianmai PK, listening to and ordering songs, matching and making friends, etc., to help users socialize easily. Combined with the analysis of user portraits in the pan-entertainment industry, Xiaoximi Voice has access to the latest Q-style Avatar image released by ZEGO as a value-added service. The festival custom materials are combined with the rich standard material library provided by ZEGO to provide users with the ability to pinch their faces and change their outfits, allowing users to customize their own style image.
The business model of avatars has been verified. The data shows that after Xiaoximi Voice launched the avatar service, more than 70% of active users have their own avatars, and more than 15% of users will change their clothes every day . Construct Avatar 2.0 version sound driver and other capabilities to continue to enrich business scenarios.
A total of 45 Chinese 3D Avatar manufacturers including Instant Technology were included in this survey, including leading technology companies, venture capital institutions, technical service providers and various brand owners. A large amount of assets and capital investment have driven the metaverse to become a concept that is constantly evolving and developing. Different participants are constantly enriching its meaning to find the commercial value of the metaverse to prove the great potential of this digital universe.
2. The mapping of the Metaverse to the physical world is not limited to the social interaction in the virtual space, but also the construction of the digital economic system
In the chat room scene, in addition to simple 3D virtual images, virtual items are capitalized to realize the flow and transaction of funds between the virtual world and the real world. The virtualization/twinning of the real space has completed the mapping of the Metaverse to the physical world and the protection of digital assets.
Compared with China, the industry soil in the overseas NFT field is more moist. The overseas NFT industry relies on secondary market transactions to stimulate industry growth. Most NFTs are issued on blockchain public chains such as Ethereum, which is convenient for transactions. Overseas successful NFT projects The number is large, and the capital enthusiasm remains high. For example, IMVU mobile, Horizon Worlds, Dencentraland, Sandbox and other Metaverse NFT products experience various immersive social scenes through virtualized bodies, and use digital assets to establish social interaction in a digital space close to real Links accumulate social assets and create an economic system.
However, it is difficult to live up to the reputation, and many NFT projects with great reputation are facing problems. As the expression of ownership of works, NFT has the core characteristics of bearer securities. Currently, public ledgers such as Ethereum support anonymity, and the risks brought by its anonymity cannot be ignored. The U.S. Department of the Treasury recently released the report "Research on Money Laundering and Terrorist Financing Through Art Transactions". The report affirmed the new opportunities brought by distributed ledger technology and NFT technology to creative media and the global art market, but also pointed out that digital art There is a risk of money laundering in the product field.
entertainment social
Compared with emotional social networking, Metaverse has more diverse applications in the field of entertainment and social networking. Among the social products included this time, entertainment social products are divided into K song social products and game social products.
1. Metaverse Karaoke:
Relay the stick of the era of karaoke, activate the new hunting ground of "note social"
The gameplay of karaoke products includes karaoke rooms and live karaoke rooms. Different from "square-type karaoke rooms", karaoke interactive karaoke rooms are both private, exclusive and free. Online karaoke has experienced ups and downs for several years and has become a response The enthusiasm of the masses for karaoke, relaying the stick of the era of karaoke, an important way to activate the new social scene of music notes. The karaoke products under the blessing of the metaverse have become "high-dimensional weapons" to enhance the social dimension and build high-quality interactions.
In the karaoke room scene, users create their own 3D avatars to perform mic solo, or C-position rush to sing. Some manufacturers add facial expressions to enhance user entertainment experience on the basis of avatars. The Inke Live App will be connected to the Metaworld SDK in May 2022 to create a new way of social experience in the Metaverse——Panoramic K-songs. Users can customize their own avatars, set up their favorite K-song rooms in the Metaverse, and enter After the room, you can communicate and interact with friends through voice and motion (support 20 people on the same screen in the virtual scene, and 100 people can interact online).
According to the data feedback from customers and the commercialization model that has been verified by the market, and based on the broad prospects of Metaverse + social track, Metaworld SDK 2.0 is iteratively upgraded to meet customers' diversified entertainment experience.
The k-song scene is a social carnival of a group of familiar people. It is easy for real people to sing with Mai. The avatar allows users to get rid of the worries and constraints of reality, build virtual scenes according to their own preferences, and restore the playing experience of real scenes, so as to achieve real singing enjoyment.
2. Metaverse game social:
Use emerging technology elements to activate classics and bring new interactive entertainment experiences to users
In the game voice scene, users form a group game in the chat room, and the game is played by Avatar virtual tasks on behalf of the user throughout the game, such as Weplay produced by Wuhan Weipai, which integrates the universe into the social scene of the game, and the Avatar image set by the user , will appear in the games "Space Werewolf" and "123 Wooden Man". The user controls the Avatar to move freely in the scene by operating the joystick on the screen to complete tasks, player speeches, result display and other links.
Although the Avatar image set by the player can move freely, the entertainment scene is relatively static. With the entry of players from all walks of life, it is possible for the Avatar image to roam freely in the dynamic game scene. For example, the multiplayer battle sailing game produced by METAWORLD ENTERTAINMENT INC transforms it into a metaverse game by embedding metaverse elements in classic games Social products use emerging technology elements to activate classics and bring users new interactive entertainment experiences.
Various capitals are making great strides on the road to deploying the Metaverse, and there are endless voices of momentum and doubts, but I think that the cheers of the Metaverse are not "hard-spoken". Its empowered industries, integrated scenarios, and commercialization of different industries. It is impossible to generalize, so each industry needs to "tailor the clothes" and "draw salaries to stop the boiling". Online social networking used to be an effective extension of breaking through the social world in the physical world, and a sharp tool to break through the constraints of time and space, but the limitations of online social venues and scenes are also an important reason for the lack of sense of space and immersion.
As a supporter of the pan-entertainment industry and social scenes, Metaverse is building an "entertainment high-dimensional competitiveness" exclusive to social products. Metaverse will reinterpret and demonstrate the basic identity of "person"; the life experience of netizens in the physical world It will be reinterpreted in an immersive and interactive manner in the metaverse; the creation of mirror images and twin worlds will become a scene for virtual social activities of netizens.