“Beware of overinvestment by certain brands in the metaverse, because there is a risk of a reversal”, according to Thomas Husson (Forrester)

L’Usine Nouvelle – This year again, you presented the trends at work in the world of marketing at the opening of the B to B Marketing summit. You do not seem very convinced by the prospects offered by the metaverse. Why ?
Thomas Husson :- We overestimate the short-term impact of the metaverse, but we probably underestimate its long-term impact. It all started from the buzz of Facebook which renamed itself Meta. Bloomberg announced a market worth 800 billion dollars in 2024, which in my opinion does not mean anything, because we are aggregating revenues that do not necessarily add up: video game, NFT, Web3, blockchain, virtual reality… When we talk about metaverses, we are talking either about very innovative companies like Decentraland or Sandbox but which have a niche audience, or more or less immersive games which offer a reach (an audience, NDR) significant but which are only precursors of the metaverse. However, for the moment, none of this is interoperable and nothing should be before 2025/30. Moving from a web where information is exchanged to a web where experiences are shared in real time with the community will take time.

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