Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
Briefly

Earlier this week, Walmart launched its own Roblox world - called Walmart Land - and was roundly mocked for it across social media given the announcement's disjointed brand message and apparent lack of life.This video of Walmart's chief marketing officer on a stage in Roblox talking about its new "Walmart Land" experience is one of the saddest videos ever created.For example, iHeartMedia's Roblox and Fortnite spaces were inspired by the mass media corporation's wealth of popular real-life events, such as the Jingle Ball Tour and iHeartRadio Music Festival, with virtual versions of musicians like Charlie Puth performing pre-recorded concerts that allow real-time audience interaction.
Read at Digiday
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