Virtual universes have become the internet’s newest buzzword, yet many still question what they really are. Industry leaders describe them as a preview of the future: a concept that looks like an aircraft on the runway, accelerating toward takeoff. The founder of a major social network that rebranded to Meta has placed a bold bet, and big brands are already allocating resources. Many experts agree that there will not be a single metaverse, but a range of interoperable spaces that connect in surprising ways.
Valencian entrepreneur and Mercadona owner Juan Roig has already acquired space in Uttopion, touted as the first Spanish metaverse. In the platform’s first month, he attracted around 1,600 potential buyers for his virtual properties. The takeaway from observers is clear: this is not a bubble that will burst. The use of metaverses will grow, though the exact definitions and applications are still evolving, notes Santiago Escobar, a cybersecurity and artificial intelligence expert.
The basic idea of metadata, often mistaken for a game, is something broader. It is a fully immersive virtual reality where activities take place. Metaverses promise interconnectivity far beyond current online spaces. Instead of simply messaging through conventional apps, users may interact through virtual storage and environments. Workspaces could exist inside virtual houses, while commerce, gatherings, and social experiences unfold in shared digital realms. In this vision, advertisements, brokers, and trading platforms would operate within the metaverse, creating a persistent digital ecosystem that extends beyond individual games or apps.
Brands are already participating
Nuría Lloret, a professor of Digital Management at the Polytechnic University of Valencia, emphasizes the core concept in a single word: interoperability. Numerous brands already maintain a presence across multiple metaverses. For instance, groups from a school in Málaga plan to teach within a specific metaverse, demonstrating how education and commercial activities can coexist in these spaces.
The distinction between a traditional video game and a metaverse lies in interoperability. In many games, items stay locked to that game world. In a true metaverse, avatars can carry outfits, vehicles, and possessions across different environments. A single avatar could work in an office metaverse, attend a concert in another, or shop in virtual malls—and then interact with friends in a separate metaverse space. Activities like virtual doctor visits or telehealth services, which gained prominence during the pandemic, could become standard in the metaverse context, expanding access to services across borders and platforms.
Augmented reality glasses, alongside advanced camera-enabled smartphones, play a crucial role in this evolution. These devices blend digital elements with the physical world, enabling seamless overlays that users can interact with in real time. The outcome is a more integrated experience where digital content enhances real-life tasks rather than replaces them entirely.
As metaverse ecosystems mature, institutions like Polytechnic institutions may create their own metaverses for education. Students could attend classes with personalized avatars, and augmented reality would make those classrooms feel truly immersive. The sense of presence would extend beyond screens, letting learners experience a shared space even when they are physically distant.
Experts predict a landscape of interconnected metaverses rather than isolated islands. People will be able to attend live events—from football matches to theatre performances—across multiple metaverse platforms. Shoppers could visit a physical mall and a virtual counterpart to compare products and complete purchases. In some scenarios, spectators might watch a Premier League match from front-row perspectives in one metaverse and then switch to another to chat with friends about the game. The idea is to design experiences that feel global rather than bound to a single city or venue, letting users explore, play, and socialize without leaving their homes. A new model of leisure and commerce could emerge where virtual engagement complements real-world travel and entertainment, offering benefits such as convenience, new ways to celebrate, and access to events that were previously out of reach.
In essence, the metaverse represents a virtual, immersive ecosystem where people can connect with family and friends, exercise, work, play games, and attend concerts—activities already being explored in early, experimental versions. The barriers of space and time dissolve, allowing anyone to be anywhere without leaving the couch. The potential is vast, and the pace of development is accelerating as more organizations experiment with these digital realms.