Metaverse Marketing Lab

The Metaverse Marketing Lab is an initiative of the School of Management of the Politecnico di Milano, established in collaboration with UPA and UNA with the aim of creating a forum for discussion among companies, the communication supply chain and technology enablers about the opportunities and challenges of metaverse-related technologies in marketing activities.

In addition to studying brand initiatives at the national level and comparing them with global experiences, the Lab, officially unveiled in June 2022, focuses on the user's perspective, analyzing their behavior and objectively measuring their emotional engagement, with the aim of understanding whether and how this 'Metaverse intoxication' represents a trend or a wave.

During the second Metaverse Marketing Lab workshop, held in November 2022, scenario data were shared about the penetration of the so-called metaverse. The meeting was also an opportunity for the presentation of the results of a survey conducted on the use of the metaverse for marketing purposes, which involved the analysis of more than 330 national and international cases, analyzing their prerogatives, purposes and content.