Meta is working on a range of innovative and creative technology with brands to pioneer the revolutionary space as it grows and develops.
Mediaweek was among the first of the press to visit the Meta Experience Centre at its headquarters in Sydney’s Barangaroo.
Meta’s head of innovation, Jason Juma Ross, spoke about the capabilities in the burgeoning field, its potential in various industries and the tech giant’s recent partnership with Foxtel Group.
What is the metaverse, and what does it offer?
Meta describes the metaverse as “the next evolution in social connection and the successor to the mobile internet” and a place to “hang out with friends, work, play, learn, shop, create and more.”
Ross noted that exploring the metaverse is a “natural evolution” for the company as the area develops and expands. He said: “The metaverse is way bigger than tech, AR and VR, and extends to more areas such as education and other industries.”
The tech giant also described it as digital spaces that allow people to move seamlessly and connect with others despite not being in the same place. To help cross into those digital spaces is the Meta Quest 2, the tech giant’s VR (virtual reality) headset starting from A$479, and Ray-Ban Stories starting from A$449.
The recently released whitepaper, The Potential Global Economic Opportunity of the Metaverse, noted the metaverse economy could be worth more than $3 trillion in a decade.
Industries set to experience near-impact growth from the metaverse economy include gaming, social media, eCommerce, and live entertainment. An example highlighted by Ross was a person connecting with a friend through social media, attending a concert together, and later buying merch from the event.
The burgeoning field can also offer much interactivity and engagement in other areas, such as the workplace. Meetings can be held with team members in different locations through Meta’s Horizon Workrooms. Meanwhile, architects and designers using Arkio can collaborate to create rooms and buildings through VR.
While the metaverse is in the early stages of growth, Meta is working with policymakers, experts and industry partners to build it responsibly. The tech giant has invested $50 million in global research and program partners to ensure people-first technologies are developed responsibly with people’s safety and privacy.
One of the Australian beneficiaries of the investment is Project Rockit, which looks into young people’s views of their relationship with AR and VR and how to create safe online social communities.
The other is the Australian National University which explores the structure of the metaverse and the interplay of the technical, social, cultural, regulatory, and environmental elements.
The metaverse, marketing and Meta’s partnership with Foxtel Group
The metaverse is making its mark in the marketing industry. Hyundai Australia used an AR (augmented reality) filter on Instagram to give car buyers the spatial audio-visual sound experience of the N-range.
Potential buyers could do a virtual walk-around of the vehicle by scanning a QR code. The experience offered real-time translation and performance simulation with no specialist equipment. From there, customers could seamlessly schedule a test drive.
Meta also recently partnered up with Foxtel Group and used the metaverse to highlight Fox League’s new show, Benji, hosted by retired NRL star Benji Marshall.
In the recently released episode – available to stream on Kayo’s Facebook and Instagram – Marshall interviews Cooper Cronk in a Meta Horizon Workroom customised with digital memorabilia from Marshall’s career.
Metaverse episode of Benji with host Benji Marshall and his guest Cooper Cronk
Jacqui Abbott, group director of content communications at Foxtel Group, said: “The way audiences are discovering content and news is changing every day. Social platforms like Meta are constantly evolving, and we want to be on the front foot with that change.
“We had an opportunity to do something innovative and fresh in promoting one of our new hallmark weekly NRL shows, Benji, and the metaverse provided the perfect environment for experimentation.
“Working with the team at Meta to get hands-on with VR technologies and capture our on-air talent in conversation on the footy season was excellent, and we look forward to seeing how the fans react,” she added.
Ross acknowledged that more projects were in the works and continued exploration and capability development in the area, particularly working with entertainment companies.
Dipping my toe into the metaverse
It was then time for me, a casual and a very basic gamer, to venture into the metaverse and test drive the Meta Quest 2.
I had heard of the metaverse before and had briefly discussed it with Ross at an earlier event. I was intrigued by the potential of what it could offer but needed to see it to believe it.
Ross and his team took us to the Meta Experience Centre and showed previous models of the headset.
The current Meta Quest 2 is a far sleeker and slimmed-down version of its predecessors. It was also a far cry from VR’s early iteration – a harness-like contraption with a large headset that showed old-school 3D graphics.
I fitted the Meta Quest 2 on, and after the initial set-up and familiarising myself with the hand controls, I stepped into the metaverse.
I tried First Steps – a fun game that was a great introduction to VR for the uninitiated like myself – and danced with a robot before going on to test drive a bicycle. The phrase “like a child on Christmas Day” is probably the best way to express the fun I had.
After removing the headset, I was back in the real world. I was impressed by how rich, engaging, and interactive the visual and physical experience was.
Using Meta Quest 2 was a fun foray into the metaverse. This world will only flourish as other tech companies create ways to make the metaverse accessible and have widespread appeal to all types of consumers.
At the conclusion of the metaverse experience, Ross noted that the Meta, like many other tech companies, is still learning about what can be done in the metaverse and is looking forward to working with partners to make the future a reality.
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Top image: Jason Juma Ross