Marketing in the Metaverse: New Horizons from

Contents:

• Defining the Metaverse Concept
• Application of Metaverses in Marketing
• The Success of the Turbosaurs World in Roblox: 1.3 Million Visits
• The Future of Metaverses in Marketing in 2025

A few years ago, metaverses were considered the coming evolution of the internet and a new horizon for business. Organizations sought to create virtual spaces, and marketers sought innovative approaches to attract users. However, over time, interest in this phenomenon has waned, and it is now less clear whether such projects are truly profitable or merely a flashy, but expensive, showcase.

We discussed these issues with marketing professionals and analyzed recent examples. In this article, the Skillbox Media Marketing team shares our findings:

• Metaverses are virtual spaces where users can interact with each other and with digital objects in real time. These multifaceted worlds combine elements of augmented and virtual reality, creating unique opportunities for communication, entertainment, education, and business. Avatars representing users can be created in metaverses, allowing them to participate in a variety of activities, such as games, concerts, exhibitions, and more. They are becoming increasingly popular thanks to advances in technology and increased interest in digital interactions, allowing people to connect and learn in new ways.
• How these technologies are applied in marketing strategies can be illustrated by the example of the Turbosaurus project, which was implemented in the Roblox metaverse.
• In 2025, metaverses in marketing continue to actively develop and transform. Brands are increasingly using virtual spaces to create immersive experiences, allowing them to interact with consumers on a whole new level.

  Companies are beginning to recognize the potential of metaverses as a platform for promoting products and services. They are implementing augmented and virtual reality technologies, allowing users to not only see but also interact with products interactively. These technologies open up new horizons for creative advertising campaigns that are becoming more engaging and memorable.

  Furthermore, this period has seen a growing importance of communities within metaverses. Brands strive not only to sell but also to build active fan groups around themselves, encouraging their participation and interaction. This strengthens customer loyalty and allows brands to better understand their needs.

  Personalization of content and offers is becoming key, making marketing strategies more effective. Using user data helps companies offer personalized solutions, which significantly increases customer satisfaction.

  Therefore, metaverses in marketing in 2025 are becoming not just a trend, but an important part of companies' strategies aimed at creating a unique and memorable experience for users.

Definition of the Metaverse Concept

The metaverse is a virtual space where users can communicate with each other and interact with digital objects using their avatars. Unlike traditional online games or social networks, metaverses offer a sense of real presence - the participant does not simply observe what is happening on the screen, but actually "exists" in this digital world.

The process of accessing the metaverse is as follows. To begin, you can use a smartphone or computer with an internet connection. However, for a deeper immersion, it is recommended to use virtual or augmented reality devices. They provide the ability to move around virtual spaces and interact with objects using the user's movements and gestures.

In such virtual worlds, it is possible to walk through a variety of locations, interact with other participants, conduct conversations, attend musical events, construct buildings, and trade virtual goods and services.

Here are some of the most famous metaverses:

• Roblox;
• Decentraland;
• Sandbox;
• Somnium Space;
• Voxels.

Within the framework of metaverses, a number of companies develop their own spaces that allow them to attract a target audience and build a community around their brand. We will discuss this in more detail in the following sections.

Using Metaverses in Marketing

Here are some examples of how organizations use metaverses to increase their sales and brand promotion:

• Brands actively engage their audiences by creating interactive spaces where people can learn about products, participate in various events, and communicate with company representatives. This approach allows brands not only to convey their values, but also to better understand the needs of their target audience.
• Various events are organized. Metaverses, for example, host presentations of new products, fashion shows, concerts, and sporting events. Using a virtual format makes it possible to make such events accessible to viewers from all over the world, while eliminating the costs associated with offline locations.
• Participation in relevant digital initiatives contributes to the growth of brand popularity, especially among a younger audience.
• Ideas are tested. The metaverse provides the ability to quickly assess how users perceive a company's new product, while avoiding the significant costs of its actual production.
• Virtual goods are available for purchase. Users can purchase items in the metaverse and then receive them in the physical world. For example, you can order clothes after trying them on with your avatar.

Founder of EZmarket, holds an MBA in marketing and brand management.

Today, metaverses are becoming a powerful integration tool, opening up opportunities for implementing advertising strategies using familiar traffic acquisition models, such as CPV (cost per visit).

Notable Russian initiatives include projects like Yandex Market, Soyuzmultfilm, Pyaterochka, Samokat, and VK, which have created unique spaces within Roblox. Such formats offer opportunities for direct engagement with younger audiences, including Generation Z and Alpha, who are interested in creative methods of interaction and communication. In addition, representatives of the fashion industry, such as Lamoda, which has introduced virtual fitting rooms, are also actively developing in this environment.

CEO WIM.Agency

An excellent example of the use of metaverses in the field of marketing is the Sela initiative in Roblox. This company created a virtual island where users could participate in quests, earning in-game bonuses and items for their avatars. This concept went viral, engaging both teenagers and their parents. Nike created a unique world in Roblox called Nikeland, where users could participate in various challenges and customize their avatars. This innovation boosted sales of limited-edition collections. Meanwhile, Gucci launched a virtual project called Gucci Garden, where bags sold out within the first day. Hyundai showcased the concept of cars of the future in virtual reality, which also attracted a significant number of visitors to their website.

Gamification Project Manager at WIM.Agency

Companies that have achieved success in implementing projects in the metaverse are giants in the fields of finance and information technology, among which the following stand out Players like Yandex, Alfa-Bank, T-Bank, and Sber.

While Yandex founded an entire city by combining all its services under "Plus City," financial institutions are increasingly turning to nostalgia, inviting their clients to reminisce about childhood games. This is clearly demonstrated by their new initiatives, such as "Sudoku," "Rock, Paper, Scissors," "Arkanoid," and others. Thus, among modern trends, we can highlight the successful use and reinterpretation of nostalgia in the process of creating metaverses based on retro games.

When it comes to numbers, it makes sense to get acquainted with the online Tamagotchi named Elf, which is featured in the "Golden Apple."

• Mini-games have been played by users over 13 million times.
• More than 220,000 users have invited their friends to join the app.

All this indicates that interacting with 3D universes has become a routine activity for millions of people, sometimes even every hour. It is impossible to say exactly what attracted their attention more - cosmetics or updated versions of toys from their childhood.

Metaverses not only open up innovative advertising formats for brands but also provide a unique platform for interacting with consumers, implementing sales, and conducting experiments. Even companies targeting children's audiences can benefit from using metaverses - we'll talk about this in more detail.

The founder of the EZmarket agency, who has a master's degree in marketing and brand management.

Currently, metaverses act as a means of integration that makes it possible to carry out Advertising strategies using familiar traffic purchasing approaches, such as the CPV (cost-per-visit) model.

Russian initiatives include Yandex Market, Soyuzmultfilm, Pyaterochka, Samokat, and VK, which have created unique spaces within Roblox. These projects provide an opportunity to directly engage with Generations Z and Alpha, who value creative ways of interacting. In this context, representatives of the fashion industry, such as Lamoda, which has implemented the concept of virtual fitting rooms, are also actively developing.

CEO WIM.Agency

An excellent example of the introduction of metaverses into the field of marketing is the initiative of the Sela company in Roblox. She created a virtual island where users could complete various quests, earning in-game bonuses and merchandise for their avatars. This approach generated significant viral response among young audiences and their parents. Nike created a unique space in Roblox called Nikeland, where users can participate in various challenges and customize their avatars. This innovation boosted sales of limited-edition collections. Meanwhile, Gucci opened a virtual Gucci Garden, where bags sold out on the first day. Hyundai also got involved, presenting the concept of future transport in virtual reality, which attracted significant traffic to their website.

Gamification Project Manager at WIM.Agency

Companies that have achieved significant success in implementing projects in the field of the metaverse are major players in the banking and IT sectors, including Yandex, Alfa-Bank, T-Bank, and Sberbank, stand out.

While Yandex founded an entire city by integrating all its services into the Plus City project, banks are increasingly turning to nostalgic themes, inviting users to reminisce about childhood. This is evidenced by their new initiatives, such as Sudoku, Rock, Paper, Scissors, Arkanoid, and others. Thus, among the current trends, one can highlight the successful use and reinterpretation of nostalgia in the development of metaverses filled with retro games.

In terms of numbers, it's worth noting the online Tamagotchi named Elf, featured in the Golden Apple.

• The number of games played by users has exceeded 13 million.
• More than 220,000 users have invited their friends to join the app.

All of this indicates that millions of users are actively interacting with 3D universes daily, and sometimes even hourly. It's impossible to determine exactly what piqued their interest more—cosmetics or recycled children's toys.

Turbosaurus's Roblox World's Success: 1.3 Million Visits

Turbosaurus is an animated project developed by Karamel & Co., which has been broadcast on children's television channels and available on online platforms since 2019. The main characters of the series are dinosaur-transformers, which makes it especially attractive for toddlers and primary school-age children.

Over time, viewers As the series' characters grow older and become interested in new content, such as social media and video games, the studio decided to explore new ways to engage with its audience while simultaneously expanding its brand presence by targeting older children. In 2024, the Turbosaurs project was launched on the Roblox platform. Yulia Dvurechenskaya, CEO of the Karamel & Co. animation studio, shared this experience. The creation of the Turbosaurs world in the metaverse was carried out by DVOR studio. Early on, the team introduced a series of minigames and implemented a reward system in the form of "turbobucks," which players could use to exchange for various in-game items. The most successful participants received branded accessories as a reward.

The brand was promoted on social media without a major marketing campaign, but the results exceeded all expectations: in just one month, the project attracted approximately 400,000 participants.

Subsequently, the developers began systematically updating the game, introducing new game mechanics, such as racing, as well as unique items available in the game world. They also hosted seasonal events, including New Year's mini-games and summer quests.

The integration of the world of Turbosaurus into the Roblox platform was part of a broader marketing strategy for the brand, and not just a temporary event. The project's key objectives were defined:

• To maintain the interest of its audience, which consists of children who have already "outgrown" the animated series, the studio decided to adapt the characters for a gaming environment. This decision was made taking into account that older children spend more time playing this type of game.
• Increasing the audience became the primary goal - it was necessary to attract people previously unfamiliar with Turbosaurs. To achieve this, the emphasis was placed on an attractive visual style and the "dinosaur-transformers" concept, which proved effective even for those unfamiliar with the series. In addition, the project was adapted for two languages ​​- Russian and English, which opened the door to international distribution.
• Convey brand values. Ecology is central to the series, and that is why the developers decided to adapt these themes in a gaming format. For example, they created mini-games dedicated to environmental issues.
• Begin implementing partner integrations. The world of Turbosaurus on Roblox has opened its doors to collaborative projects with various brands, such as Confitrade, Vkusno - i tochka, and Mir Kinopoisk. This innovation not only added new dimensions to the user gaming experience, but also made the project attractive to commercial partners.

What are the achieved results? The changes that occurred after the integration of Turbosaurus into the Roblox metaverse are presented in the table.

Key Figures:

• As of August 2025, the Turbosaurs game world has received over 1.3 million visits.
• Through integrations with various brands, we have seen average playtime increase by over 30% and user engagement nearly double.

The Turbosaurs example illustrates how a children's brand can leverage the metaverse to grow its audience, maintain interest in its products, and expand opportunities through partnerships.

The Future of Metaverses in Marketing in 2025

While interest in metaverses increased significantly in 2021, it has diminished over time. Nevertheless, according to a study conducted by the Creative Industries Lab at the Skolkovo School of Management in collaboration with ARMET, this area continues to demonstrate potential. The metaverse market is expected to reach over $500 billion by 2030.

Metaverses in Russia are also rapidly developing. According to forecasts, their market could reach $7.86 billion by 2030. Therefore, researchers strongly advise companies to consider integrating their business processes into metaverses, using them as an effective marketing and sales platform.

Olga Chemm, CEO of WIM.Agency, asserts that metaverse-related marketing initiatives in Russia are currently more exclusive than widespread. Brands use this channel selectively, organizing interactive pop-up events, creating virtual showrooms, and introducing gamification elements. Metaverses do not provide broad reach, but they allow the target audience to become more immersed in the product. Overall, interest in using metaverses in Russian marketing continues to grow, and their popularity is increasing. Olga also emphasizes that metaverses primarily represent a space for members of Generation Z and Alpha. Therefore, for brands targeting a younger audience, virtual worlds are becoming a significant platform for interaction. For companies targeting a more mature audience, it's unlikely that metaverses will become a standalone channel. However, such organizations will continue to use metaverses as a supporting tool, for example, for exhibitions, educational events, targeted advertising campaigns, and exciting product launches.

Daniil Klimov, project manager at WIM.Agency, asserts that the target audience for gamification projects is significantly broader than just Generation Z. Currently, even elderly women on buses are actively participating in branded gaming apps, solving puzzles or destroying colored balls in games like Match 3.

"Time will tell whether Generation Z, as adults, will carry their passion for new metaverses throughout their lives. They will be equally active in solving online crosswords and creating the next amazing city with cashback opportunities."

Daniil Klimov is a gamification project manager at WIM.Agency.

Ekaterina Maliborskaya, founder of the EZmarket agency, is confident that metaverses won't be left only to young people. As technology advances and access costs decrease, more mature audiences will also have the opportunity to participate in these virtual worlds. This could happen, for example, in fields such as HR, education, or event planning.

Currently, companies should view metaverses as a space for experimentation. This is not the main channel of interaction, but rather an opportunity to try out innovative formats and discover new prospects.

While investing in a significant presence in the metaverse may seem premature, implementing small projects can contribute to a deeper understanding of the possibilities of this field and prepare us for its possible future development.

Articles from Skillbox Media may be very useful for you.

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• Mark Zuckerberg's journey: from the founding of Facebook to the transition to the metaverse.
• Augmented reality (AR) technology works by overlaying digital elements on the real world, allowing users to interact with virtual objects in real time. This is achieved using various devices, such as smartphones, tablets, or special glasses that capture the environment and integrate computer images, text, or animation.

  For business, AR opens up numerous opportunities. First, it improves the customer experience by allowing shoppers to visualize products in their surroundings before purchasing. For example, furniture stores can use AR to show how a specific sofa will look in a customer's room.

  Second, this technology can improve the effectiveness of employee training. AR can create interactive training programs that allow employees to practice new skills in real time, significantly accelerating the learning process.

  Furthermore, augmented reality contributes to improved marketing and advertising. Brands can create unique campaigns that capture consumers' attention and stand out from traditional methods.

  Thus, the implementation of AR into business practices not only improves customer interactions but also optimizes internal processes, which can ultimately lead to increased profits and competitiveness of the company.

• State art: how creativity is integrated into business and what results it brings.
• The reasons why social media showcases may not produce the expected results are related to insufficient adaptation to audience needs. People using social platforms are looking not just for product information, but for genuine emotions and interaction.

  Instead of focusing solely on sales, brands should focus on creating valuable content that will resonate with users. The audience wants to see stories that inspire, illustrations of real experiences, and feedback from other buyers.

  Therefore, successful social media strategies should be built on customer engagement and interaction, not just product demonstrations. Building trust and offering more than just product displays is crucial to building loyalty and engagement.

A court has ruled that Meta Platforms Inc. is prohibited from operating in Russia in connection with Facebook and Instagram social media offerings. This ruling is based on allegations of extremist activity.