Università di Macerata - "Il marketing nel metaverso"

Between September and December 2023 formules held a series of 5 seminars of 4 hours each, entitled "Marketing in the Metaverse," at the Department of Economics and Law at the University of Macerata. During the lectures we approached the topic holistically, trying to give students a well-rounded view of the ecosystem of virtual worlds with the aim of providing them with the basis for understanding how it works and subsequently building the university's metaverse together.

Expertise

SOCIAL GAMING & VIRTUAL WORLDS

Industries

Education

Topics covered

During the 5 seminars we covered a variety of topics, starting from discussing the concept and meaning of the word "reality" and analyzing how virtual worlds and their dynamics can change our perception of it. Starting from the second seminar, we shifted the conversation towards technical and strategic topics, explaining what virtual worlds actually are, who they are populated by, and how brands and institutions use platforms like Roblox, Fortnite, and Minecraft to engage the next generation of consumers. Ultimately, we explained to students how a virtual gaming experience is built and what skills and professional figures are needed to develop it, using projects created by formules as benchmarks.

The Workshop

The last seminar was a dedicated workshop, during which we accompanied the students in the process of devising a potential virtual experience aimed at promoting the University of Macerata and its offerings beyond regional and national borders. Together, we defined the ideal platform to achieve this goal, the setting, format and game dynamics to develop in order to actively engage users, and the strategies to be implemented to optimize communication around the initiative. Based on this information, the students, divided into working groups, proposed 3 different creative concepts that were later reworked into a single project proposal to be submitted to the University.