[PDF] Avatars and Digital Identity: Branding in the Metaverse

Overview

SO2: Assess perceptions of active companies within metaverses and avatars design specialists in

terms of digital identities.

SO3: Evaluate the mediation of AI to design digital identities.

SO4: Analyze the characteristics of different metaverse platforms.

To achieve them, it’s been carried out a method based on (1) an online structured exploratory

survey to users; (2) interviews to representatives of organizations with an active presence within metaverses and avatars design specialists; and (3) a content analysis of the building and

management of digital identities in the five metaverse platforms most mentioned: Roblox, Fortnite,

VR Chat, Horizon Worlds and Spatial. In this way, a triple approach of the impact generated,

brand -user -content, was obtained. [...] > creativity and

engagement through customization Brand identity through "skins" enhances gameplay experience Deep immersion and personal identity expression Encourages collaboration and social interaction in workspaces Professionalism and realism in collaboration and presentations Advertising Opportunities Custom games and personal brand experiences Advertising through "skins" and in -game events Custom events and spaces for brands and creators Platform for brand events and virtual meetings Virtual spaces for brand exhibitions and professional collaborations AI mediation Possible to design profiles Gameplay and NPC enhancements Advanced animations and facial expressions [...] user. That increase in the user’s involvement is not only important in terms of playing a videogame of

entertainment, but also from a professional perspective. Companies have started to schedule

meetings in metaverses (Figure 5), and the only representation of a n employee in that virtual

scenario is the avatar. Thus, virtual identities start to generate an impact in real situations, such as

the relationships between colleagues or the communication from employers to employees, by

reducing social barriers.

Figure 5. Screenshots of the user and her avatar in a work environment

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Source: Workrooms, Meta

The impact of AI on the user experience is unquestionable at this point. However, the outcomes

Source Insight : This report was curated based on original coverage from scholarworks.sjsu.edu.