by Atul Hegde, founder, YAAP
Straight off the bat, let’s address the elephant in the room: Is the metaverse just a fad? The truth is nobody knows the answer to this. But it is the same as when man invented the flying machine or, more recently, when Steve Jobs developed the iPod. As is the case with all new inventions, there will be enough supporters and naysayers, and only time will be the real judge of what will unfold.
So, why is it important for brands to embrace the metaverse, especially in the UAE? No country in the world has taken such a strong bullish position on the metaverse as the UAE. Until the UAE entered the fray, the support had been rather individual-driven — from
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