By Adam Smart, Director of Product Gaming at AppsFlyer
Despite the rumours, the metaverse never died. It simply took a backseat while everyone got distracted by AI. Now it is back, and we are seeing immersive experiences powered by intelligent systems. A convergence towards a smarter, stickier, and more engaging future digital world where loyalty is built in, not bolted on. Brands that are serious about long-term customer value need to pay attention.
How gaming is leading the way
If you want to understand where the metaverse is quietly thriving, look no further than gaming. There are already full-blown digital ecosystems within the metaverse where players hang out, socialise, and spend. Fortnite, is one such example. It is more than just a game, it is a pop culture machine. We have seen Ariana Grande concerts, Balenciaga outfits, and Nike-branded obstacle courses. It is a world where you can see a complete blend of IP. Think a Stormtrooper wearing some Jordan 1s doing the Anxiety dance. These moments are not just flashy collabs. They are brand-building, loyalty-driving, fully immersive experiences.
Over on Roblox, brands like Gucci, Tommy Hilfiger, and Walmart are already testing the waters. There, they are building worlds in which they sell virtual merchandise that mirrors real-life product drops. And the fans love it. These are not one-time impressions. These are sustained engagements with younger, highly loyal audiences who feel like they own a piece of the brand.
Now, with Roblox games like Pet Simulator, the lines between physical and digital have become even more blurred. When you buy a toy on Amazon, it gives a digital equivalent to use in the game. The retention factor is incredible because the customer has physical toy on their shelf reminding them to play the game.
This is experience-driven commerce
The real shift it that it is not just about embedding a shop into a game. It is about letting in-game moments evolve naturally into real-world shopping behaviours. We are seeing this with limited-edition digital skins that unlock discounts on physical products, and real-world purchases that grant players access to exclusive in-game perks. In Latin America, Burger King teamed up with Call of Duty where buying a meal unlocked a unique operator skin. It was fun, relevant, and drove foot traffic and loyalty. Then there was Zara’s partnership with Zepeto, where users could dress their avatars in Zara’s virtual fashion line and could shop the real-world collection directly. It was not simply omnichannel, it was omniexperiential.
This convergence is a big deal for marketers. In immersive environments, consumers are not just scrolling or browsing, they are being. They are expressing identity. And when your brand becomes part of that expression, loyalty gets real.
Loyalty is evolving, so should measurement
There is a challenge, though. Traditional loyalty metrics were not built for the metaverse. When a customer wears a brand’s skin in-game for weeks, it is difficult to capture its value? It is not a click or a coupon redemption. It is affinity and advocacy.
Brands need to rethink how to measure engagement in these spaces. Instead of focusing solely on transactions, it will be important to track behaviours: dwell time, social sharing, repeat visits, and cross-platform participation. This is where AI and smarter analytics come in, helping brands turn immersive interactions into actionable insight.
From game to screen to store
One of the most exciting developments in gaming is how IP is stretching beyond its original format. We have seen The Last of Us go from a best-selling PlayStation title to a critically acclaimed HBO series and League of Legends transforming into the hit Arcane on Netflix. Both were Emmy award winners that reached millions of new fans who may never have touched the original games.
This kind of transmedia expansion is powerful. It allows brands and IP holders to build persistent worlds that audiences can explore across platforms − from games to TV to retail to social. And it opens up new ways to engage customers. Not just with products, but with stories, values, and shared experiences.
The more time people spend inside these ecosystems, the stronger their connection becomes. And in an era where attention is fragmented and brand trust is hard-won, that kind of emotional stickiness is gold.
What comes next
So where is this all going? Toward a new kind of loyalty powered by data, driven by creativity, and grounded in meaningful interaction.
The adtech and martech ecosystem will need to evolve.. It will need better attribution models, privacy-first identity solutions, and AI that can make sense of behaviour across platforms. Not just to measure it, but act on it in real time. Most importantly, systems will need to ne build that respect the integrity of the worlds being enjoyed. If brands treat these spaces like just another channel, they will fail.
The brands that will win will be the ones who co-create. Who show up with value. Who understand that in the metaverse, loyalty is earned through participation, presence, and play.
The convergence of tech and brands 