uses and success factors of brands in 2022

During the Big Data & AI Paris 2022 exhibition which will take place on 26 and 27 September, Stéphane Guerry will be one of the speakers at the conference entitled: The metaverse, the new frontier of data. On this occasion we interviewed him to find out more about virtual worlds and their possibilities.

Stéphane Guerry, CEO of Havas Play

Stéphane Guerry advises, with Havas Play, the largest French and international companies (Orange, Carrefour, Nike, Coca-Cola, Louis Vuitton) to use passions as territories of expression. In 2021, Stéphane Guerry founded “Metaverse by Havas”, bringing together the group’s talents and experience to support brands in these new universes and enable them to seize opportunities now.

The metaverse is at the center of conversations right now. But behind this still vague concept for some, what are the real opportunities for brands?

I understand that it is difficult to project when the technologies to make it “possible” and imaginable are not yet available. The fall of cryptocurrencies, on which the evolving metaverses are based, may also suggest “that a balloon is deflating”. And I know that most of these new virtual worlds still have everything to prove: their ability to move people back and forth, their usefulness, their promise of interoperability, their economic model, their durability, their capability. to guarantee the safety and integrity of the visitor and his property, their impact on the planet and for society.

However, the emergence of these virtual worlds is inevitable. And the evolution of video games towards community spaces where we gather, connect, interact and collaborate massively around a research, the same center of interest, are the beginning of all this.

Perhaps the private ventures that are buzzing in the metaverse right now will fail. Perhaps most of these companies won’t exist in 10 years. Yet the metaverse will exist. Brands that will understand how to help players in this quest, how to bring added value to this experience, that is to this community, these brands will remain in people’s lives. Someone will say “These brands will survive”.

From the moment the use changes, it is a matter of survival. I don’t know if we should only talk about opportunities. Ultimately, for a brand, it’s like not having a website and not being on its customers’ smartphones today. Some may survive, but it still complicates the task.

In your opinion, what uses could develop in virtual worlds?

First of all, the consumption of entertainment. Not only video games, but also concerts, cinema and series, culture, but more generally, the time dedicated to entertainment will grow on the metaverse.

Hence, traders and distributors will invest a lot, depending on the change in usage. They will offer engaging, fun, integrated shopping experiences, paradoxically even more embodied than current digital technology allows. We will no longer see advertising but an experience in which an emotional relationship is established with the brand.

Professional uses will also develop. Training of course, but also collaboration. Telework has generated a very strong need to find a shared corporate culture and metaverses can help rebuild it.

These are probably the three main uses that will develop first. But in the end, I think the metaverse will take up as much space in our lives as the smartphone today, revolutionizing even more uses with a huge impact on all economic sectors.

Do you have concrete examples of “metaverse” projects launched with your clients?

We already use metaverses as media to “eventize” entertainment launches to find new audiences but also to strengthen the intangible capital of some luxury brands.

Communication on the Validated 2 series in the world of GTA

Objective: to communicate on the launch of the Canal + series through an in-game multimedia campaign and thus reach a new audience.

Communication on Louis Vuitton in League of Legends

Objective: to communicate the luxury brand Louis Vuitton during a League of Legends competition to show signs of belonging to the community. A private collection Louis Vuitton x League of Legends then it came out in real life.

louis-vuitton-league-of-legends
© Havas Play x Louis Vuitton

What types of data can brands collect and use in the metaverse to track their customers?

We are at the dawn of a personal data revolution.

The devices used to fully experience the metaverse (connected glasses, haptic clothing, etc.) are all sensors of our emotions. Sensors of our reactions to the lived experience, to the avatar encountered, to the merchant object offered. Patents have already been filed for, from a simple bezel, being able to know if your retina is dilating, if you are crying or smiling. It is also possible to measure heart rate and body temperature.

We will go into “emotional data marketing”. And the boundary with affective marketing where people’s emotions can be the subject of a transaction is very thin.

This will raise many ethical questions. But what is technically possible always ends up happening. Then traders will follow and offer this data. Of course, many brands will limit themselves and refuse to do so. But will they be able to survive if one of their competitors is 10 or 100 times more efficient at exploiting this data?

In your opinion, what are the key factors for a successful metaverse launch in 2022?

Spend time understanding why this or that community comes together in this space. With what culture, what common project, what ambition, what language and also what codes?

Once these elements have been analyzed, the brand must find the times and places it can arrive and offer a useful service to the community. This presence must also be well aligned with its genes, its history and its very raison d’être. You have to go there with authenticity.

NFTs are also associated with the metaverse. What is the benefit of launching NFT collections for brands?

Again, NFTs have taken a hit in the wing as cryptocurrency valuation declines. Beyond the value, the number of trades on the stock exchange has significantly decreased. We will likely see less speculative NFT launches for more useful NFTs.

Because what matters is the blockchain, the possibility of being able to transfer an inalienable property right. NFTs can allow brands to reward their best customers, to retain them but also to seek out new customers who do not yet consider them.

We can’t talk about metaverse without talking about Meta. Your opinion on Horizon Worlds?

We are only at the beginning. We must not judge too hastily an experience that still passes through an Oculus and that today can present limitations. With billions of investments in research and development over several years, I am convinced that Meta will offer solutions that are easy to access, rich experiences that will make you want to dedicate a good part of your free time … and professional.

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