Metaverses in Marketing

Contents:

• What is the metaverse
• How metaverses are used in marketing
• How the world of "Turbosaurus" in Roblox collected 1.3 million visits
• What is happening with metaverses in marketing in 2025

Several years ago, metaverses were perceived as the future of the internet and a promising platform for business. Companies actively created virtual spaces, and marketers developed strategies to attract customers. However, over time, interest in these projects waned, and it became less clear whether they were truly profitable or merely a flashy but expensive window dressing. It is important to rethink the role of metaverses in business and evaluate their true effectiveness.

We discussed current trends with marketers and analyzed new case studies. In this article, Skillbox Media's Marketing team shares useful information on modern strategies and methods that will help you improve your marketing results.

• What are metaverses?
• How are they used in marketing, including the example of Turbosaurs in the Roblox metaverse?
• What is happening with metaverses in marketing in 2025?

What is a metaverse?

The metaverse is a digital space where users can interact with each other and with virtual objects through their avatars. Unlike traditional online games or social networks, the metaverse provides a sense of real presence, allowing a person to not just watch events on the screen, but actively "live" inside a virtual world. This space opens up new opportunities for communication, entertainment, and business, creating a unique environment for users. The metaverse is gaining popularity, attracting the attention of both developers and users, making it an important element of the digital economy and culture.

To access the metaverse, simply use a smartphone or computer with an internet connection. For a more immersive virtual reality experience, it is recommended to use virtual reality (VR) or augmented reality (AR) devices. These technologies allow users to navigate virtual worlds and control objects using movements and gestures, significantly enhancing the experience of interacting with the digital environment.

Within virtual worlds, users can explore a variety of locations, interact with other participants, exchange messages, attend concerts, and create buildings. In addition, the ability to buy and sell virtual goods and services is available. These features make virtual worlds attractive to users, providing them with a unique experience of interaction and entertainment.

There are many popular metaverses, each attracting users with unique features and content. Well-known metaverses include platforms such as Decentraland, Roblox, and The Sandbox. These spaces offer their users the opportunity to interact, create content, and participate in virtual economies. In addition to gaming, metaverses also offer building, trading digital assets, and socializing. These platforms continue to grow in popularity as they provide users with new ways to express themselves and interact in the digital world.

• Roblox;
• Decentraland;
• Sandbox;
• Somnium Space;
• Voxels.

In metaverses, many companies are developing unique spaces that allow them to attract target audiences and build vibrant communities around their brands. These virtual environments become platforms for customer interaction, which helps strengthen the brand and increase loyalty. In the following sections, we'll take a closer look at how companies are using metaverses to build and grow their communities.

How Metaverses Are Used in Marketing

Companies are actively using metaverses to improve marketing effectiveness and increase sales. Virtual worlds are becoming platforms for creating unique user experiences, allowing brands to engage with audiences on a new level. For example, many companies organize virtual events where users can learn about products and services in an interactive way.

Furthermore, brands are creating their own virtual stores where users can make purchases directly in the metaverse. This not only expands their market but also allows them to attract new audiences interested in digital products.

The use of virtual reality and augmented reality in advertising campaigns is also becoming popular. Such technologies help create a deeper connection with customers, allowing them to visualize and test products in an interactive environment.

Metaverses provide unique opportunities for brand-influencer partnerships, which increases reach and awareness. Companies that integrate metaverses into their strategies thus gain a competitive advantage and new channels for engaging with their target audience.

• Engage the audience. Brands create interactive spaces where the audience can, for example, learn about the product, participate in various events, and communicate with company representatives. This helps the brand convey its values ​​and better understand the needs of the audience.
• Host events. Metaverses host, for example, presentations of new products, collection shows, concerts, or sporting events. The virtual format makes these events accessible to a global audience without the costs of working with offline locations.
• Increase awareness. Participation in trending digital projects increases brand awareness, especially among younger users.
• Test ideas. The metaverse allows a company to quickly test how its audience reacts to a new product without the high costs of actual production.
• They sell. Users can buy a product in the metaverse and receive it in the real world. For example, order clothes by trying them on with an avatar.

The founder of the EZmarket agency, who holds an MBA in marketing and brand management, has deep knowledge and experience in creating effective marketing strategies. His expertise enables him to successfully develop and implement branding projects aimed at increasing the visibility and attractiveness of companies in the market. With a focus on modern trends and innovative approaches, he helps clients achieve their business goals and strengthen their position in the competitive landscape.

Today, metaverses serve as a powerful integration tool, enabling the implementation of advertising strategies through traditional traffic purchasing models. One such model is CPV (cost per visit). Using metaverses for advertising opens up new opportunities for brands, allowing them to more effectively engage with audiences and increase engagement. Integrating traditional advertising approaches with innovative metaverse technologies creates unique user experiences and increases the return on investment in advertising.

Notable Russian projects include Yandex Market, Soyuzmultfilm, Pyaterochka, Samokat, and VK. These companies have created unique worlds in Roblox, allowing them to effectively engage with Generations Z and Alpha, who prefer creative formats of communication and interaction. Fashion industry players, such as Lamoda, are also actively developing in this environment, introducing virtual fitting rooms, thereby improving the customer experience and expanding online shopping opportunities.

CEO WIM.Agency is a professional with extensive experience in management and strategic development. In his role, he is responsible for the formation and implementation of business strategies aimed at achieving sustainable growth and competitiveness of the company. With a deep understanding of the market and modern technologies, the CEO of WIM.Agency constantly seeks new opportunities to optimize processes and improve service quality. His leadership skills and innovative spirit contribute to the creation of a dynamic and productive team, which, in turn, allows the company to successfully address challenges and adapt to industry changes.

An example of the successful application of metaverses in marketing is the Sela project on Roblox. The company created a virtual island with quests where players can earn in-game bonuses and unique items for their avatars. This initiative went viral, attracting the attention of both teenagers and their parents. Using platforms like Roblox allows brands to effectively engage with young audiences, creating engaging and memorable experiences.

Nike created a unique virtual world, Nikeland, on Roblox, which offers users various challenges and the ability to customize their avatars. This approach contributed to a significant increase in sales of the brand's limited-edition collections. Gucci, meanwhile, launched a virtual Gucci Garden, where bags sold out within the first day, underscoring the success of their digital strategy. Hyundai presented future transportation concepts in virtual reality, driving additional traffic to their website. These examples illustrate how brands are using virtual platforms to increase sales and engage their audiences.

The Gamification Project Manager at WIM.Agency is responsible for creating and implementing game mechanics to increase user engagement. Your role includes planning and coordinating projects, as well as collaborating with the development and design teams. You will analyze customer needs and develop strategies aimed at improving the user experience through gamification. Knowledge of current trends in the gaming industry and skills in using analytical tools will help you effectively manage projects and achieve your goals. Join WIM.Agency and contribute to the creation of innovative solutions that transform user interactions.

Companies that successfully implement metaverse projects are major players in the banking and IT industries. These companies include Yandex, Alfa-Bank, T-Bank, and Sber. These organizations actively implement innovations, which allows them to remain at the forefront of technological change and attract users to new opportunities in the virtual space. The implementation of metaverse technologies helps them improve the customer experience and expand the boundaries of traditional financial services.

Yandex created a unique project, Plus City, combining all of its services in one place. At the same time, banks are beginning to use nostalgia as a customer engagement tool, inviting them to relive their childhood through various projects. These initiatives include games like Sudoku, Rock, Paper, Scissors, Arkanoid, and others. As a result, there's a trend toward successfully leveraging nostalgia to create metaverses based on retro games, attracting a wider audience and fueling interest in such platforms.

When discussing the numbers, it's worth noting the online Tamagotchi Elf from Golden Apple. This virtual pet not only entertains but also helps develop caregiving and responsibility skills. Elf offers a unique interaction experience that appeals to users of all ages. Its engaging tasks and engaging features make caring for it both engaging and educational. Meet Elf and immerse yourself in the world of digital pets, which is becoming increasingly popular in today's online space.

• Users have played mini-games over 13 million times.
• Over 220,000 users have invited their friends to the app.

Interacting with 3D universes has become an integral part of the daily lives of millions of users, and some of them immerse themselves in this experience every hour. It's unclear what exactly attracts them more—innovative cosmetic products or reimagined childhood toys, but the fact remains: interest in 3D technology continues to grow. These virtual worlds open new horizons for entertainment, shopping, and self-expression, creating unique opportunities for users.

Metaverses provide brands with innovative advertising formats and a unique platform for audience engagement, sales, and experimentation. This is especially relevant for companies targeting children, as metaverses open up new opportunities for engagement and learning. In the following sections, we'll take a closer look at how brands can effectively use metaverses to achieve their marketing goals.

Founder of the EZmarket agency, a professional in marketing and brand management with an MBA.

Metaverses today are a powerful tool for integration that allows you to effectively implement advertising strategies using Standard traffic purchasing models. One common approach is the CPV (cost per visit) model, which determines the cost of attracting a single visitor. Using metaverses in advertising campaigns opens new horizons for marketers, allowing them to reach target audiences more effectively and cost-effectively. Among Russian projects, it's worth noting Yandex Market, Soyuzmultfilm, Pyaterochka, Samokat, and VK, which have created unique worlds in Roblox. These formats provide direct interaction with Generations Z and Alpha, who are interested in creative ways of communicating and collaborating. In addition, fashion market participants are also actively using this platform: for example, Lamoda has introduced virtual fitting rooms, which opens up new horizons for shopping and interaction with customers.

CEO WIM.Agency is a key figure responsible for the strategic leadership and development of the company. As CEO, they shape the business vision, manage the team, and make key decisions that impact the agency's success. A successful WIM.Agency CEO actively engages with clients, identifies their needs, and tailors the company's services to achieve maximum results. A focus on innovation and modern marketing trends allows the agency to remain competitive in the market. A key part of the CEO's role is also developing a corporate culture, maintaining employee motivation, and creating an environment conducive to creative work. Thanks to this, WIM.Agency successfully implements projects and establishes long-term partnerships with clients. The Sela project on Roblox demonstrates an example of the effective use of metaverses in marketing. The company created a virtual island with quests where players can earn in-game bonuses and unique items for their avatars. This initiative attracted the attention of teenagers and their parents, creating a viral effect and increasing interest in the brand. Using metaverses allows companies to engage with their target audiences on a new level, creating memorable and engaging experiences that drive brand loyalty and sales. Nike created a unique space in Roblox called Nikeland, where users can participate in various challenges and customize their avatars. This led to a significant increase in sales of the brand's limited-edition collections. Gucci also innovated in virtual reality, opening Gucci Garden, where bags sold out on the first day. Hyundai presented concepts for future vehicles in VR, which drove traffic to their website. These examples demonstrate how brands are using virtual worlds to increase sales and engage their audience.

The Gamification Project Manager at WIM.Agency develops and implements game elements in various projects. The main task of the specialist is to increase user engagement and improve user experience through gamification. In this direction, it is important not only to apply game mechanics, but also to analyze user behavior to create effective solutions. WIM.Agency offers unique approaches to gamification, enabling high results in various fields, including marketing, education, and corporate training. A project manager coordinates the team, manages deadlines and resources, and interacts with clients to understand their needs. This specialist plays a key role in the successful implementation of projects, contributing to the creation of engaging and interactive solutions for end users.

Companies that have successfully launched projects in the metaverse are leading players in the banking and IT industries. These organizations include Yandex, Alfa-Bank, T-Bank, and Sber. These companies are actively exploring the possibilities of the metaverse, implementing innovative solutions and creating new digital spaces for customer interaction.

Yandex has created a unique space called Plus City, uniting all of its services in one place. At the same time, banks are increasingly embracing nostalgia, offering their customers a return to childhood through various projects such as Sudoku, Rock, Paper, Scissors, and Arkanoid. These initiatives demonstrate a trend toward successfully leveraging nostalgia in the context of creating metaverses based on retro games. Repurposing classic games not only evokes positive emotions but also draws attention to modern financial products, making them more appealing to a wider audience. The online Tamagotchi Elf from Golden Apple offers a unique experience interacting with a virtual pet. This engaging project combines elements of play and care, allowing users to immerse themselves in the world of digital creatures. Meeting Elf will be a great way to escape everyday worries and develop responsibility skills.

• Users have played mini-games over 13 million times.
• Over 220,000 users have invited their friends to the app.

Interacting with 3D universes has become a daily or even hourly activity for millions of users. It's unclear whether they are more drawn to cosmetic products or reimagined childhood toys, but this underscores the growing interest in virtual spaces and their possibilities. 3D universes open up new horizons for consumption, allowing users to immerse themselves in unique experiences that blend entertainment and commerce.

How the world of "Turbosaurus" on Roblox attracted 1.3 million visits

"Turbosaurus" is an animated project from Karamel & Co. studio, which has been successfully broadcast on children's television channels and online platforms since 2019. The series' main characters are transforming dinosaurs, making it especially appealing to preschoolers and elementary school-aged children. This project combines educational elements and entertainment content, promoting the development of imagination and logical thinking in young viewers. "Turbozaurs" has gained popularity thanks to its captivating plots and vibrant animation, making it one of the most beloved animated projects among children.

As time progressed, the series' audience grew older and shifted to other forms of content, such as social media and computer games. Consequently, the studio began to explore new ways to engage and expand its brand presence, targeting older children. In 2024, Turbosaurs debuted on the Roblox platform. Yulia Dvurechenskaya, CEO of the Karamel & Co. animation studio, shared this experience. This move not only strengthens the connection with a younger audience but also opens up new opportunities for brand development in the digital space.

The world of Turbosaurs in the metaverse was created by DVOR Studio on the Roblox platform. Early in development, the studio introduced several minigames and implemented a reward system called "turbobucks," which players could exchange for a variety of in-game items. The best participants received special branded accessories as a reward for their achievements. The creation of this unique world was a significant step in the development of gaming culture on Roblox, attracting the attention of both new players and genre fans.

The brand's social media promotion was carried out without a large-scale marketing campaign, but the initial results were significantly higher than expected. In the first month, the project attracted approximately 400,000 players, demonstrating high interest and audience engagement. Effective social media promotion strategies made it possible to achieve such impressive results without significant financial investment.

The studio began regularly updating the game, introducing new mechanics, such as racing, and adding unique in-game items. Additionally, seasonal events were launched, including New Year's minigames and summer quests, significantly enhancing the gameplay and increasing user engagement. These updates have helped build an active community of players and keep the game engaging.

The Roblox world of Turbosaurus was created not as a temporary promotion, but as an element of the brand's long-term marketing strategy. The main objectives were to increase brand awareness, engage the target audience, and create a unique user experience. Integrating the gaming space with marketing initiatives allowed for a stronger connection with consumers and demonstrated brand values. Thus, the Roblox world became an important tool for increasing customer loyalty and expanding the audience.

• Retain the current audience—children who have outgrown the animated series. The studio transferred the cartoon characters to a gaming environment where older children spend more time.
• Expand reach—attract a new audience that was previously unfamiliar with Turbosaurus. To achieve this, they focused on a vibrant design and the "dinosaur-transformers" concept, which worked even without prior familiarity with the series. Additionally, the project was made bilingual—in Russian and English—which allowed for international expansion.
• Convey brand values. Environmental themes play a significant role in the series, so the creators transferred them to the game—for example, by releasing mini-games on the topic of caring for nature.
• Launch partner integrations. The Turbosaurus Roblox world has become a platform for collaborations with other brands—Confitrade, Vkusno—I Dot, and Mir Kinopoisk. This not only diversified the user experience, but also turned the project into an entry point for commercial partners.

Results of the Turbosaurus introduction into the Roblox metaverse. Changes and achievements are presented in the table.

Key metrics are essential for analyzing and evaluating business performance. They help understand how the company is doing with finances, sales, and other aspects of its operations. Knowing these metrics allows you to make informed decisions, optimize processes, and plan strategies for the future. Using key metrics also helps improve customer interactions and increase satisfaction. It is important to regularly update and analyze this data to remain competitive in the market.

• over 1.3 million visits to the Turbosaurs game world (as of August 2025);
• during integrations with other brands, the average time spent in the game increased by more than 30%, and player engagement almost doubled.

The Turbosaurs case illustrates how a children's brand can effectively use the metaverse to grow its audience, maintain interest, and scale through partner collaborations. The metaverse offers unique opportunities to engage with young users, allowing brands to create engaging and interactive content. Such strategies not only strengthen the loyalty of existing customers but also attract new ones, which is essential for brand growth and development in today's marketplace.

What's Happening with Metaverses in Marketing in 2025

Interest in metaverses, which increased significantly in 2021, has subsided somewhat over time. However, according to research by the Creative Industries Laboratory of the Skolkovo School of Management and ARMET, this area remains promising. By 2030, the metaverse market is expected to exceed $500 billion. This demonstrates the potential for the development of virtual and augmented reality technologies, as well as the business opportunities in this area. Investors and developers should pay attention to the trends and innovations that will shape the future of metaverses.

The Russian metaverse market is showing significant growth and is projected to reach $7.86 billion by 2030. Therefore, experts recommend companies integrate their business processes into metaverses, using them as an effective marketing and sales platform. Adapting to new technologies and implementing virtual spaces can significantly improve competitiveness and open up new business opportunities.

Olga Chemm, CEO of WIM.Agency, notes that marketing projects using metaverses in Russia are currently more exclusive than widespread. Brands are using this channel selectively, creating interactive pop-up events, virtual showrooms, and gamification. Metaverses provide not mass reach, but deep immersion of the target audience in the product, which allows for better customer engagement. At the same time, the popularity and interest in using metaverses in Russian marketing is constantly growing, opening up new opportunities for brands and advertisers. Olga emphasizes that metaverses primarily represent a space for Generation Z and Alpha. Therefore, for brands targeting a younger audience, virtual worlds are becoming an important platform for interaction. Meanwhile, for companies targeting an adult audience, metaverses are unlikely to become a primary channel, but they will continue to use them as a supplementary tool. This could include exhibitions, training, targeted marketing campaigns, and impactful product launches. Brands should consider the development of these spaces to remain competitive in the market. Daniil Klimov, Gamification Project Manager at WIM.Agency, notes that the audience for gamification solutions is much broader than just the younger generation. Nowadays, even older adults, including grandmothers, are actively participating in branded gaming projects, playing mobile games while riding public transportation. They enthusiastically assemble jigsaw puzzles or solve match-3 puzzles. This demonstrates the growing interest in gaming across various age groups and highlights the importance of gamification for attracting a wider audience.

Over time, Generation Z will grow up with a love for new metaworlds. They will actively participate in solving online crosswords and creating amazing cities using cashback opportunities. This new generation will strive for innovation and creative approaches in all areas of life, from entertainment to construction.

Daniil Klimov is a gamification project manager at WIM.Agency. His responsibilities include developing and implementing strategies aimed at integrating game elements into various projects. With his experience in gamification, Daniil helps increase user engagement and improve product interactions. His expertise allows the WIM.Agency team to effectively apply game mechanics to achieve clients' business goals.

Ekaterina Maliborskaya, founder of the EZmarket agency, is confident that metaverses will become accessible not only to the younger generation. As technology advances and access costs decrease, older audiences will also be able to actively participate in these virtual spaces. This is especially true in areas such as HR, education, and event planning. Metaverses open up new opportunities for interaction and learning, making them attractive to people of all ages.

Brands should view metaverses as a space for experimentation. They are not the primary communication channel, but a platform for testing innovative formats and identifying new opportunities. Metaverses open up horizons for creative solutions and allow companies to adapt to changing trends and audience expectations. Leveraging this space can help create unique user experiences and strengthen customer relationships.

Investing in a large-scale presence in the metaverse may seem premature, but implementing targeted projects will allow you to better understand the potential of this environment and prepare for its future development. Such initiatives will help identify key aspects and opportunities that will open up with the growing popularity of metaverses, and will also form a strategy for larger investments in the future.

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