The development of the metarers arouses as much enthusiasm as skepticism. Between promises of new economic models and doubts about long -term viability, entrepreneurs wonder if it is a fertile land for innovation or an ephemeral trend. However, some French companies have already bet this new digital universe. The growing investments in virtual reality and blockchain suggest a market in full structuring, where pioneers can take a step ahead before a massive adoption by the general public.
A construction market, but already committed actors
If large technological companies like Meta or Microsoft invest massively in the metavers, French startups have also taken the opportunity to develop activities. Tealer, a French streetwear brand, has opened a virtual boutique where customers can try and buy clothes in digital and physical version. This initiative allows them to reach a new clientele while experimenting with trade codes in these immersive worlds, a sector that could become a major growth lever for the e-commerce of tomorrow.
The luxury sector, very active in this field, also shows that metovers can be a powerful vector for certain industries. Maison Balenciaga, although attached to the Kering group, has launched exclusively digital collections, proving that appetite for intangible goods is a reality, especially with young generations accustomed to skins and virtual objects in video games. Louis Vuitton and Givenchy, too, test new experiences through NFT collections and collaborations with web 3 platforms.
A new economic ecosystem in full structuring
The interest of the metarers is not limited to fashion or artistic experiences. Many companies explore the possibilities of service and infrastructure in this virtual universe. Metaversse Studio, a French startup specializing in the creation of virtual spaces, already supports brands in their transition to these new platforms. Its customers range from large distribution to consulting firms wishing to organize conferences and professional events in immersive environments. This offers an innovative alternative to conventional formats.
At the same time, training players put on the metarers to revolutionize learning. Sciences Po Paris recently experienced virtual reality courses to offer a more interactive educational experience. This type of initiative could extend to many areas, from management to technical training, by allowing realistic and engaging situations. Some business schools and medical training also test these environments to perfect simulation learning, a method that could upset the transmission of skills in the years to come.
The challenges to be met before massive adoption
Despite these first successes, undertaking in the metarers implies overcoming several challenges. First of all, technology is still in development. The accessibility of equipment, in particular virtual reality headsets, remains a brake for a consumer adoption. If some experiences are accessible from a simple computer, total immersion still requires expensive and sometimes restrictive equipment to use. The democratization of these tools will be essential for the metavers to remain reserved for a technophile elite.
Then, the regulatory and legal framework of the metarers remains vague. The question of ownership of virtual goods, compliance with personal data and tax rules applied to digital transactions is still under structuring. Entrepreneurs who launch must therefore anticipate these developments to avoid investing in a framework that could evolve quickly and modify the conditions of their activity. Uncertainties linked to the regulation of the web3 and cryptocurrencies, often used in these environments, add a layer of complexity that companies must integrate into their long -term strategy.
An opportunity to seize for pioneers
Like any technological revolution, the metavers offer a significant advantage to the first entrants. The brands and entrepreneurs who position themselves there now have time ahead to test economic models and create a faithful audience before a wider adoption of the general public. The exploration of these digital universes also makes it possible to experiment with new forms of interaction and customer loyalty, by creating more immersive and engaging experiences.
Some French startups have understood that innovation in the metarers does not only reside in the sale of virtual goods, but also in the optimization of the user experience. Exclusive, specialized in luxury NFTs, develops for example high -end experiences for brands wishing to attract premium customers through exclusive virtual events and products. Other actors, such as The Sandbox, offer spaces where companies can design personalized worlds to interact directly with their community. They thus open the way to a new form of experiential marketing.
Pleasant trend or real revolution?
The future of the metarers will depend on the ability of companies to offer concrete and useful uses beyond the simple fashion effect. If the current craze is partly based on a speculative phenomenon, there are many potential applications: trade, education, collaborative work or even entertainment. In order for this revolution to settle permanently, it will have to meet real needs and gradually integrate into the daily life of users. It is therefore rather than seeing the metavers as an immediate Eldorado, of approaching it as a field of experimentation.
