By Uli Stanke, head of experiential innovation, MCH Global
When I first heard the term metaverse, I distinctly remember a familiar sceptical feeling. Over the years our industry has seen its fair share of ‘next big things’, with annual reports shouting about everything from artificial intelligence to life on Mars as the next big thing in marketing.
With this slight hint of scepticism, I set off on a magical, Alice-esque journey to learn and understand as much as I could about our latest industry buzzword.
I wanted to appreciate better what the true a-ha moment is when it comes to the metaverse. What is its magical draw, the thing that attracts younger audiences in droves? Why do pe
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