By now it would be odd if a congress focused on the audiovisual field did not touch on the topic. metadata stores. Yet talking about it in purely practical terms is still uncommon. A technologist from Acció, Carles Gómara, notes at one of Integrated Systems Europe stages that there is real excitement, but little action yet. “We are in a moment of anticipation, but a long road remains, five to six years,” counters Xavi Conesa, co‑founder of Ready Venture One. Ignacio Segura, the CEO of DeAPlaneta Entertainment, adds that today people must embrace trial and error and accept uncertainty about what will work.
Still, the Wunderman Thompson agency has already identified about fifteen monetization avenues for this invention, with several firms starting to explore them. Just before a roundtable led by Raul Cruz, chief operating officer of Vysion Mediapro, and Patricia M. Val, head of the Clúster Audiovisual de Catalunya, Oscar Peña outlined the possibilities in full. These include managing virtual land, renting digital spaces, offering subscription services, generating advertising revenue, live broadcasts, avatar‑driven music videos, brand merchandising, awards, and even metaverse franchises.
Examples from around the world illustrate the momentum. Forever 21 has already experimented with the idea of a metastore and paid digital copies. Amazon announced the second season of its Download series featuring three virtual influencers. Mango unveiled its Metaverse strategy in the heart of New York’s Fifth Avenue. Lékué plans to launch a virtual experience that showcases a digital copy of all their products. Tesla has promoted initiatives inside a Tencent video game.
Zuckerberg Effect
Since the Zuckerberg announcement, a noticeable shift has occurred, according to Conesa, though many companies remain unsure about the motive behind entering the metaverse. Val points to Facebook’s acquisition of Oculus as a pivotal moment that set the pace. Cruz notes that there has been a wave of tech experimentation that has propelled the field forward, even if tangible results are still in progress.
In truth, these six enthusiasts of the metaverse have placed a confident bet on it as the internet of the future. The metaverse, they argue, is a concept rather than a single technology. It is the convergence of several advances—computing power, artificial intelligence, virtual reality, and 5G—that have been developing for years. The belief is that the virtual world could help launch 5G in a way that the general public will recognize as a shared network, even though most people still struggle to articulate how it differs from 4G.
In this context, Peña offers a forward‑looking suggestion for those aiming to enter the field: a model of value creation known as “meta‑yield as a service” could reshape how brands engage with the metaverse. For those still sitting on the sidelines, this is a signal to consider the evolving landscape and explore involvement before the broader market matures.