Dubai based metaverse project Everdome unveiled SPACES - the debut release of their new Metaverse-as-a-Service product line, which aims to make the metaverse more accessible for all.Although, according to a recent report by McKinsey, almost 60 percent of consumers using today’s early version of the metaverse are excited about transitioning everyday activities to it, and 95 percent of business leaders are expecting the metaverse to have a positive impact on their industry within five to ten years, the metaverse remains confusing for many business and consumer users, with greater barriers to entry and understanding than widely used web2 applications.Everdome seeks to change this with their new SPACES application, which will deliver easy-to-use, customizable and engaging metaverse pop-up spaces that can be created in a matter of minutes.SPACES will allow users without deep technical knowledge to quickly produce metaverse experiences which can last for days, weeks or even a matter of hours as a metaverse pop-up space.This product release follows closely behind Everdome’s Mars Landing experience release, which represented the completion of their alpha layer-one of their immersive metaverse destination, taking users from a virtual Hatta Spaceport through to a digital imagining of a future Martian civilization. The Everdome team combines the power of Unreal Engine 5 with blockchain technology, wrapping them together to create easy to use metaverse templates that enable users to showcase images, video, streaming and more to invited guests - who can then react and socialize using avatars in a three-dimensional, immersive and interactive environment.Created as a stand-alone application from their hyper-realistic Mars metaverse environment, SPACES addresses the ongoing challenge of accessibility in metaverse development, allowing a wider audience to take their first steps into the web3 world.Everdome CEO Jeremy Lopez is spearheading this drive to improve metaverse engagement to a wider audience, stating:‘’The metaverse is really just getting started. However, we need to provide people with a simple jumping in point so they can really get a taste of the possibilities and differences between the web2 and web3 experiences.’’ Releasing first in Alpha for their community of landholders inside their Everdome experience, their SPACES release forms just part of Everdome’s wider Metaverse-as-a-Service product line, encompassing both easy to use metaverse templates and custom developments for brands and businesses, which will be gradually released over Q3 2023 and Q1 2024.Lopez adds: ‘’Metaverse-as-a-service is an arena that is very exciting and with huge growth potential - to make sure the metaverse is usable by more people, quickly - focusing on tooling & products knocking down barriers to entry.’’Much as SaaS became a standard for web2 development, Everdome believes that Metaverse-as-a-Service will become a similar standard for web3, providing on demand, value for money subscription based access to easy metaverse development for individuals, brands and businesses of all sizes.

Sharjah: On its third day participating at GITEX Global 2023, the Sharjah Government Pavilion in the Arena Hall at the Dubai World Trade Centre continues to draw senior government officials, distinguished personalities, and enthusiastic members of the public, welcoming H.E. Sheikh Salem bin Abdulrahman Al Qasimi, Chairman of the Ruler's Office, H.E. Major General Saif Mohammad Al-Shamsi, Commander-in-Chief of Sharjah Police, H.E. Mohamed Bin Taliah the Chief of Government Services of the UAE Government, H.E. Khaled Butti Al Muhairi, Chairman of the Department of Housing, H.E. Hamad Juma Al Shamsi, Head of the Department of Town Planning and Survey, H.E. Omar Khalfan Al Shamsi, Chairman of the Sharjah Human Resources Department, H.E. Dr. Sulaiman Abdullah Al Zaabi, Head of the Sharjah Municipalities Department, H.E. Ali Ahmed Abu Ghazin, Head of the Sharjah Fish Resources Authority, H.E. Dr. Sherzad Abdul Rahman Taher, Secretary General of the Holy Quran Academy, H.E. Issa Yousef, Director General of Sharjah Archeology Authority, and H.E. Ibrahim Al-Hosani, Director of the Department of Housing.Web 3.0, Metaverse, and BlockchainAs part of its participation, the pavilion witnessed the launch of the Department of Town Planning and Survey's groundbreaking project, ‘Digital Transformation Using Web 3.0 Technology,’ which utilises metaverse technology to educate citizens about the various virtual world services, including the land exchange service. This innovative service empowers citizens to list their lands, receive offers, and seamlessly complete all exchange transactions. Moreover, department employees can now conduct meetings and training sessions within virtual meetings and training rooms located within the same metaverse building. In addition to this, the department will soon incorporate blockchain technology into its web platform, harnessing the smart contracts feature.Cultural Heritage in the Virtual WorldIn line with Sharjah's ongoing commitment to provide educational and cultural content and promote awareness of cultural diversity on a local and global scale, the Sharjah Archaeology Authority introduced ‘Archaeology in the Metaverse,’ a pioneering regional initiative among cultural heritage institutions developed through the collaborative efforts of the ‘Archaeology Centre’ and the ‘Jabal Khatam Milaha Archaeological Trail.’ It offers a virtual representation of Sharjah's most significant archaeological treasures, many of which are included on UNESCO's preliminary list of World Heritage sites.This innovative platform grants a global audience the opportunity to virtually explore the emirate's archaeological sites, fostering interaction and dialogue with these historical landmarks while also allowing for physical visits. The project's significance lies in its focus on showcasing the emirate’s role in human civilization and cultural diversity, achieved through the integration of cutting-edge technologies. The Sharjah Archaeology Authority firmly believes that human cultural heritage serves as a bridge of communication connecting diverse cultures and peoples worldwide.SakaniThe presence of the metaverse in the Sharjah Government Pavilion gained additional momentum with the introduction of the ‘Sakani’ initiative developed by the Sharjah Housing Programme. This groundbreaking programme leverages cutting-edge virtual reality technologies to offer an immersive platform for Sharjah residents to explore and visualise approved designs within the Sharjah Housing Programme.Within this interactive virtual space, users can access a virtual reception hall to review the latest designs, select options that best suit their preferences and requirements, and seamlessly proceed with contractual procedures. Furthermore, the platform facilitates direct interaction with virtual reception service personnel, ensuring a streamlined and efficient user experience.In line with its commitment to fostering collaboration and synergy among all government entities, the Department of Housing in Sharjah has recently forged a partnership agreement with Al Etihad Credit Bureau, in the presence of H.E. Khaled Butti Al Muhairi, Chairman of the Department of Housing, Ebrahim Ahmed Al Zaabi. Chief Business Development Officer at Al Etihad Credit Bureau, and Ibrahim Al-Hosani, Director of the Department of Housing.WorkshopsFour engaging workshops were hosted on the third day:The first workshop, ‘ChatGPT and the Future of Cyber Crimes,’ took an educational approach. Nada Al Suwaidi, a cybersecurity technician at the Criminal and Investigation Department of Sharjah Police, delved into the future of cybercrime. Her focus was on the modern technologies and tactics employed by internet hackers and the repercussions on the digital realm and the wider community. The second workshop, ‘Using Generative AI for Your Daily Tasks,’ was led by Khalifa AlJaziri AlShehhi, group managing director at Smart IoT. He explored the practical applications of artificial intelligence and how it can be harnessed for day-to-day activities. The third workshop, helmed by Dr Marwan Al Zarouni, CEO of the Dubai Blockchain Center, highlighted the potential for enhancing data analysis processes and bolstering reliability within the decentralised finance sector. The Sharjah Government rounded off the day's activities with a workshop titled ‘OPSEC When Traveling,’ presented by Dr Grigorios Fragkos, head of the Sharjah Cyber Security Centre.

Despite recent headlines that “metaverse-hype” is dying down, new research released recently by Bain & Company shows the metaverse could reach up to $900 billion dollars by 2030 though it may remain in the seed stage for at least another five to 10 years. Bain’s report, Taking the Hyperbole Out of the Metaverse, concludes that the metaverse poses real and growing economic opportunities for businesses. Companies that engage in the metaverse’s early stages of development, known as the “seed stage,” over the next five to 10 years, are more likely to become the market winners. “As the metaverse quickly evolves, we’ve already seen these types of technologies take hold within different industries,” said Chris Johnson, a partner in Bain’s Technology practice. “A good example of this is immersive gaming platforms, which are already boasting hundreds of millions of monthly active users. And while it’s not immediately clear how the metaverse landscape will shift, our research shows there are five competitive battlegrounds that executives should be considering if they wish to get ahead and eventually scale. This is an ongoing journey toward more immersive and collaborative experiences, enabled by rapid improvements in the underlying technology.” The metaverse is – and will be -- pluralAs consumer and enterprise applications become increasingly immersive and collaborative, Bain’s report finds it’s unlikely that the metaverse will emerge as one singular platform. Instead, platforms with large user bases today may take steps to become increasingly immersive and engaging, while smaller, metaverse-like environments will try to attract bigger user bases. These virtual worlds are likely to remain independent silos as private companies seek to recoup their investments by leveraging the value of the underlying data sets. “Today, a mix of metaverse strategies exist, from companies with a vertically integrated approach that spans multiple segments of the metaverse technology stack to those with a horizontal strategy that focuses on a single layer of the stack,” said Moncef Maghrebi, Partner at Bain & Company Middle East. “It remains to be seen which will prove to be most effective as the market develops and the shape of the ecosystem (vertical vs. horizontal) is likely to evolve over time.”  Industries that have since exhibited the use of metaverse-type technologies include but are not limited to: entertainment, manufacturing, healthcare, education and employee training. Five key competitive battlegroundsFive key competitive battlegrounds that executives should consider if they want to gain market share in the metaverse according to Bain include:Virtual experiences (forecast by Bain to be about 65% of metaverse projected market size in 2030). Although gaming is currently the leading consumer metaverse application, immersive fitness and entertainment could also be compelling in the medium term. On the enterprise side, innovative use cases are emerging, primarily in collaboration and productivity, but also in digital marketing, employee training, education and healthcare.Content-creation tools (about 5% of metaverse market size in 2030). There’s a growing field of software tools that provide the building blocks, editing platforms and interfaces for creating metaverse worlds and experiences. These features make it easy for users to generate content.App stores and operating systems (about 10% of metaverse market size in 2030). The app store role will be crucial during the metaverse’s seed stage, providing users with curated, high-quality experiences to keep them engaged with the platform and headset they use to access the metaverse.Devices (about 10% of metaverse market size in 2030). Significant technological barriers must be overcome before the arrival of comfortable, stand-alone devices that allow for truly immersive experiences. To achieve mass adoption, metaverse content will need to work across all types of devices- including, for the foreseeable future, personal computers, gaming consoles and smartphones.Computing and infrastructure (about 10% of metaverse market size in 2030). Hardware companies will face pressure to develop higher-performing chips, servers and networking technologies to render high-quality graphics and reduce latency.

The advertising and marketing industry is currently experiencing a significant upswing, primarily due to the widespread adoption of AI, particularly in the field of advertising. Danny Azzi, a seasoned creative leader with more than 23 years of experience, has recently taken on the role of Executive Creative Director at AGA-ADK (The Network Communication Group). He has an extensive background working with multinational networks such as FP7McCann, DDB, Memac Ogilvy, and Drive Dentsu in the Middle East and GCC.In an exclusive interview with Adgully, Danny Azzi, Executive Creative Director at AGA ADK, shares insights into his professional journey, outlines his goals, and discusses upcoming ad campaigns for the new organization. He also provides his perspective on the topics of AI and the Metaverse. Excerpts: You have worked with many top companies. How has your professional journey been so far?I was fortunate to work with leading multinational agencies in the Middle East and the GCC, and to be exposed to different schools of thinking and multiple agencies’ cultures.In addition to this, working with top global and regional brands from diversified industries has enriched my experience and brought forward campaigns that were recognised in leading global and regional award shows. So, I can say that my professional journey was fulfilling and rewarding at all levels.    AGA-ADK ranks among the top communication networks in the MENA region. What are your aspirations on joining it as the Executive Creative Director?AGA ADK is part of The Network Communication Group, the largest independent network in the region; so joining them at this stage of my career offers a promising opportunity to take my professional journey to unprecedented heights.AGA ADK management and I both share the same vision on the need to foster talents and to instill a creative culture that champions brave ideas and disruptive thinking. Our aspiration is to become the go-to destination for creativity, whether it is for brands or talents.What are your basic responsibilities as the ECD of AGA-ADK? What are your target areas for the organisation?My main duty as a creative leader is to focus on the big picture by implementing a creative culture and setting a clear vision to guide the team and steer all efforts in the same direction.On a day-to-day basis, I am overseeing the creative product and managing the creative teams across different offices and markets in the Middle East. My main target areas for now are people and products, which are interlinked. Brave and meaningful ideas are byproducts of a talented team. At AGA ADK we take pride in having a diversified pool of talents, and we are working relentlessly to help them grow their careers further and sharpen their skills. In fact, we have an extensive development plan for the coming year that consists of a series of seminars and workshops, covering different topics related to communication, digital, social, AI and many more. What changes can be expected at AGA-ADK in the coming year? What are your future plans?They are not changes, but rather areas of focus. We are already present in multiple markets, and we have an ambitious plan to further grow our operations.In addition to the expansion plan, we want to be famous for the work we do. So next year is going to be all about growth and fame. What all iconic brands does AGA-ADK cater to? What are the forthcoming campaigns that we should look forward to?We have a diversified portfolio of global and regional clients across different industries like FMCG, retail, medical, governmental, real estate, destination, entertainment, transportation and many more. I don’t want to pinpoint any specific campaign as there is a lot of passionate work going into the creation of several and hopefully you will see them live in due time.What are your views about the advertisement and communication industry of MENA region? How is it shaping up?Our industry in the MENA region is facing a lot of setbacks against the backdrop of a challenging economic situation. Budgets are shrinking, the competition is getting tougher, and agencies are expected to offer more for less. On the other hand, there is always a bright side, and our region is leaving its mark on a global level through the work that is being recognized in leading award shows.Our industry is always changing and evolving. However, the way it shapes up differs from one country to the other. For instance, Lebanon is starting to witness a creative renaissance, and the UAE just like KSA is seeing tremendous growth and transformation on all levels.What changes has AI and Metaverse brought about in the ad industry? How is AGA-ADK adopting it for its progress? There is no doubt that AI is reshaping our life on all levels, especially the way we conduct business. We all should embrace it, and learn how to harness its power. In our industry, AI is making waves and having a great impact on complicated and time-consuming jobs by turning them into easy tasks.However, for me, AI is a tool, and I believe in our industry, a brave idea will always be essential to creating meaningful work, hence the importance of curious and insightful human intelligence.When it comes to AGA ADK, and similar to other agencies, we are using AI to simplify certain tasks and optimize our time. Nonetheless, I regularly advise against the team’s full reliance on AI tools and technology, in order not to hinder their creative capabilities but rather to expand them and perfect their execution through AI.

“Our goal is to democratize metaverse creation, similar to how platforms like WordPress simplified website development. We plan to support the gaming ecosystem and leverage AI tools for various applications. Ultimately, we aim to make metaverse technology accessible to all users, including SMEs, and expand our reach beyond the MENA region,” says Alfred Manasseh, Co-Founder and Chief Metaverse & Operating Officer of Shaffra, the first company in the MENA region offering Metaverse-as-a-Service, enabling companies to have metaverse strategies and presence. Shaffra provides its technology to organisations to be able to build their own metaverses and to empower businesses in various verticals. In this exclusive interview with Adgully, Alfred Manasseh shares insights into the company's mission to democratize metaverse technology, its unique position in the MENA region, and its vision for the future of the metaverse. From pioneering metaverse-as-a-service to transforming industries, Shaffra is at the forefront of reshaping how we interact with the digital world. Excerpts:Can you provide an overall idea about Shaffra’s metaverse-as-service offering, and how it differentiates itself in the MENA region? How receptive is the MENA region when it comes to the adoption of metaverse?Initially when we were at the ideation phase of our startup, Shaffra, our project goals were completely different. We were about to launch a crypto exchange geared for businesses, and that's where the name Shaffra comes from. In colloquial Arabic here in the region, it means code or crypto.Now, when we initially set out to launch our project, our primary goal was to develop a unique business model that would harness global talent. To achieve this, we envisioned running our operations entirely in a virtual environment. However, as we delved into the available options for making our operations completely virtual, we couldn't find anything that fully met our expectations. It was at this point that we made a crucial decision: let's create our own solution. With three co-founders on board, one of whom boasts technical expertise gained from working at Nintendo and developing gaming engines, as well as experience in handling large web data applications, we embarked on building our virtual world or proof of concept (POC), whichever term you prefer. During this process, we recognized that the potential for growth in the metaverse within our region far exceeded that of the crypto exchange industry.Can you name some of your major clients in the region?When we started, we were fortunate to participate in a challenge in Abu Dhabi, which led to our first client, Abu Dhabi's Department of Culture and Tourism. I can't disclose specific projects, but we're working on about three to four different initiatives for them, scheduled to launch in January 2024. These projects cover areas such as employee interactions, resident interactions, marketing, and tourism. Another client we're currently working with is Omantel in Oman, a telecom company. Their initial focus is on enhancing customer service experiences. We're also in discussions with various banks, telecom companies, and government departments, although I can't provide details at this time.What industries or sectors do you see benefiting the most from Shaffra's metaverse solutions and what specific challenges do they face that your technology aims to address?The primary sector we target is the service aspect of the metaverse. For instance, our work with Omantel transforms how telecom companies serve customers. This concept can extend to police departments, where residents interact with law enforcement, or banks, where customers engage and learn in novel ways. We aim to enhance digital experiences and interactions, making them more engaging and dynamic compared to traditional websites. As for challenges, adoption remains a hurdle, but by working closely with corporations and governments, we aim to create experiences that benefit both organisations and users. We believe the metaverse is the future of the Internet, offering enhanced access to information and efficient interactions.How does Shaffra leverage blockchain technology to ensure the security and integrity of virtual assets within the metaverse?While blockchain can be part of the metaverse, it's not a requirement. We can use blockchain to facilitate transactions and experiences, and we are blockchain-agnostic. However, direct integration with blockchain systems can limit metaverse adoption since not everyone is familiar with crypto wallets like MetaMask. We believe in blockchain's potential but acknowledge that it can currently hinder widespread metaverse adoption. We prioritize accessibility for all users, including those who may not be well-versed in blockchain technology.Could you share some success stories or case studies where Shaffra solutions have had a transformative impact on organisations in various verticals?Certainly, one of our ongoing projects is with a telecom company in Oman. By transitioning their physical branches to virtual ones, we aim to save them significant overhead costs. Additionally, we're implementing AI-driven customer service tools, making the customer service journey seamless and efficient. We can integrate with various tools and APIs to personalize interactions based on customer data. This approach not only reduces costs but also boosts customer satisfaction and loyalty.What trends do you foresee in the adoption and development of metaverse technology in the MENA region and globally?We believe the metaverse is the next evolution of the Internet. Just as websites evolved from static pages to dynamic platforms, the metaverse will transform how we interact with digital content. With remote work, accessibility, and changing social behaviours, the metaverse is poised to become integral to our lives. As technologies like VR, AR, and AI continue to advance, the metaverse will offer efficient and engaging digital experiences.How does Shaffra envision the future of metaverse interactions and experiences? And what role do you see your company playing in shaping this future?We anticipate multiple metaverses coexisting rather than a single dominant one. Companies and organisations will build their own metaverse experiences. Standardization in protocols, 3D standards, and AI will guide metaverse development. Shaffra aims to make this technology accessible, initially to large corporations and governments, and eventually to SMEs and the general population. We see ourselves as pioneers in shaping the metaverse's backbone and infrastructure, creating a framework for widespread adoption.Some say that the metaverse was hyped beyond its actual worth, leading to skepticism about its long-term viability. What is your perspective on this criticism, and where do you see the metaverse heading in the future?Hype often surrounds new technologies, but early applications may not fully reveal their potential. Similar skepticism existed during the early days of websites. Over time, the metaverse will evolve and become an integral part of our digital lives. With younger generations growing up in virtual environments, their expectations for engagement and interaction differ from static websites. The metaverse represents a natural progression of the Internet and social behaviours, and we believe it is here to stay.What is your vision for Shaffra, and where do you see yourself two years from now? Please elaborate on your expansion plans in the days ahead?Our vision involves a multi-phased roadmap. In the initial phases, we focus on onboarding large corporations and governments in the MENA region. We aim to create an ecosystem around these clients and simplify the journey for SMEs to join and create their own metaverse experiences. Our goal is to democratize metaverse creation, similar to how platforms like WordPress simplified website development. We plan to support the gaming ecosystem and leverage AI tools for various applications. Ultimately, we aim to make metaverse technology accessible to all users, including SMEs, and expand our reach beyond the MENA region. We envision a future where Shaffra plays a pivotal role in shaping metaverse development and adoption.

According to Kaspersky research, the majority of employees in Saudi Arabia believe that the metaverse is the future of internet and will revolutionize entire industries (64,8%). Only few were skeptical of the metaverse and thought that it is a trend that will pass (19,5%). Many employees said their companies already have projects related to the metaverse (32,3%) or have specific plans for such projects (42,5%). However, with the metaverse come new cybersecurity challenges.The metaverse is a virtual, interconnected universe that merges physical and digital realities. In it, people can interact, socialize, work and engage in other activities through immersive technologies like virtual reality and augmented reality. The metaverse is often envisioned as the next-generation internet, blurring the boundaries between the online and offline worlds and offering limitless possibilities for social, economic, and entertainment experiences.Kaspersky experts warn that new phenomena like the metaverse bring cyber risks. VR headsets can be attacked to manipulate content, virtual assets earned in the metaverse can be stolen and whole virtual economies compromised. There are new privacy concerns as well: extensive data about users' actions, preferences, and behaviors is collected, which could be exploited for identity theft or surveillance. Protecting individuals' privacy in such a vast and interconnected digital space is a significant challenge. As the metaverse continues to evolve, cybersecurity strategies will need to adapt to address emerging threats and vulnerabilities.“When we discuss linking the metaverse and real-world objects and devices, technically we talk about the rising importance & new roles of IoT in the metaworld. Hence the attractiveness of the ‘Internet-of-Everything’ for global cybercrime increases as well,” comments Victor Ivanovsky, KasperskyOS Business Development Lead. “This is why IoT vendors should consider implementing a next generation cybersecurity approach on their devices. Kaspersky pioneers the Cyber Immune approach, where devices are able to be designed and developed with innate, built-in protection that would make them virtually impossible to compromise. For instance, Kaspersky IoT Secure Gateway is designed to serve as a secure gateway for the Internet of Things in Industrial IoT networks, Smart Cities and other modern use cases on the boundaries of the metaverse.”To keep your company protected from cyber threats in traditional and virtual environments, Kaspersky experts recommend:Organizations should conduct regular cyber skill checkups among employees and offer competent training. Kaspersky Security Awareness portfolio offers flexible ways to train staff, is easily customizable and scalable to meet the needs of any company size.Corporate users should be educated on potential privacy risks when working in virtual environments. Organizations should implement best practices in safeguarding personal and corporate data.Install updates for the firmware used on digital devices (including virtual headsets) as soon as they become available.Use Cyber Immune solutions for IoT protection on corporate networks. Use a dedicated IoT gateway that ensures inbuilt security and reliability of data transferring.Use Kaspersky Threat Intelligence to block network connections originating from malicious network addresses detected by security researchers.

Dubai: The Middle East is rapidly advancing to shape the future of gaming and esports, with unprecedented government investments. Over $3 billion was invested in the industry by Saudi Arabia's Public Investment Fund (PIF) in 2022, as part of a much larger $38 billion commitment by PIF to be used by its company Savvy Games Group (SGG). Multiple acquisitions in gaming (Embracer Group, Scopely) and esports (ESL, FACEIT, VSPO) have already been executed. Additionally, Abu Dhabi Gaming has created a dedicated gaming and esports hub with strong incentives.BCG's latest gaming report titled 'Game Changer: Accelerating the Media Industry’s Most Dynamic Sector', highlights that more than 60% of the population in the Middle East are gaming enthusiasts, resulting in one of the highest shares of gaming mobile app downloads (50% compared to the global average of 40%). This explains why the region has demonstrated a long-term commitment to the gaming sector, with Saudi Arabia recently announcing its gaming and esports strategy, and the UAE creating two gaming centers to attract global companies.Dr. Alexander Schudey, Managing Director & Partner at BCG, said, "The Middle East is a key player in the global gaming industry, with an impressive penetration rate and a strong commitment from governments to invest in the sector. The region's focus on gaming and the establishment of dedicated gaming hubs makes it an attractive destination for global gaming companies. The young and digitally savvy population, particularly in Saudi Arabia, where 70% of the population is below the age of 30, combined with higher disposable incomes and a preference for indoor activities due to the hot weather, further contribute to the region's thriving gaming ecosystem."A strong indication of Middle East populations towards gaming is strong growth of game streaming at 24.5% CAGR, which is on path to reach approximately 200 million users in 2025, according to Boston Consulting Group's latest gaming report. The region's growth is three times faster compared to China, the current leader, at a compound annual growth rate (CAGR) of 24.5% versus 7.6%.Pavel Kasperovich, Principal at BCG, commented, "The Middle East's gaming market is diverse, with both casual and core gamers contributing to its growth. The region's focus on mobile gaming and the continued popularity of console and PC games demonstrate its adaptability and potential for further expansion. The significant government commitment, such as Saudi Arabia's $38 billion investment in gaming companies and Abu Dhabi's attractive incentives for gaming businesses, highlights the region's dedication to fostering a thriving gaming industry. Furthermore, the potential for gaming and esports to enhance the tourism sector in the UAE and Saudi Arabia presents a unique opportunity to market these experiences to a global audience."BCG's gaming report identifies four major trends that will likely have the largest impact on the industry's future:1. Audience growth and demographic shifts: Gaming industry growth is broadening demographically. Gen Y, who grew up playing video games, is entering their 30s with average gamer age at 31. However, children and youth still drive audience growth. Gen Z is the first generation to play as much as watch videos, leading gaming to surpass other forms of entertainment in numbers and time spent in the future.2. Innovation from players: In the gaming market, innovation takes a unique path compared to other media segments, with consumer communities playing a significant role in driving change. Today, platforms like Roblox and Minecraft are making it easier for users to generate content and innovate within games, as evidenced by the Squid Game-inspired game on Roblox and advancements in game engine technology by Epic (Unreal) and Unity. Moreover, publishers are quick to adopt and commercialize user-driven innovations, such as incorporating MOBA features into first-person shooter games like Activision-Blizzard's Overwatch. This trend of consumer-driven innovation is expected to continue, particularly with platforms that facilitate game development and creativity for gamers.3. Mergers & Acquisitions (M&A) activity: The gaming industry is witnessing a surge in consolidation as major publishers, media companies, and technology firms acquire studios and gaming-related assets globally. Over 650 gaming M&A or investment deals were announced or closed in the first half of 2022, with top players controlling more than 70% of the market. These companies pursue two main M&A strategies: consolidation of game development and extension of internal capabilities. Consolidation helps achieve economies of scale, support rising development costs, and facilitate experimentation with new intellectual properties. Meanwhile, extending internal capabilities allows publishers to access cutting-edge technologies in areas like in-game advertising and motion tracking, enhancing the gaming experience and boosting revenue streams.4. New use cases: The gaming industry witnessed the emergence of the metaverse as a groundbreaking concept that is revolutionizing digital experiences. Gaming, as a pioneer in this field, laid the foundations for the metaverse long before its widespread adoption. It introduced key elements that now define this immersive virtual world. Today, gaming not only serves as the core use case to attract people to the metaverse but also plays a vital role as a contributor from a technological perspective. Cutting-edge advancements in game engines, motion tracking, and other technologies have seamlessly integrated with the metaverse, enhancing its capabilities, and pushing the boundaries of what is achievable.As the Middle East continues to emerge as a gaming powerhouse, the region's commitment to innovation, investment, and audience engagement will play a significant role in shaping the future of the global gaming industry.

Dubai: iion, the global leader in gaming advertising, and MMP World Wide (MMPWW), a prominent ad-tech provider in the region, have joined forces to revolutionize gaming experiences in the vibrant Middle East and North Africa (MENA) market.In an era where gaming is on the rise, this groundbreaking collaboration aims to unlock the full potential of immersive gaming formats for brands, driving substantial growth in an industry that is projected to reach an astounding market volume of US$449.60 million by 2027, according to Statista.Coinciding with a remarkable surge in gaming and metaverse investments, the Middle East is quickly establishing itself as a hotspot for cutting-edge innovations. The MENA region is set to host an estimated 87.9 million gamers by the end of 2023, propelled by mobile gaming, increased investments from both public and private sectors, and the explosive growth of esports.Thanks to the revolutionary immersiion platform offered by iion, clients of MMPWW now have unparalleled access to the ever-expanding gaming audience across all devices and environments. Yasin Dabhelia, Head of Demand, US & UK, says, “The Middle East is emerging as a top market for gaming and the metaverse, with significant investment being directed towards this sector. This presents an unprecedented opportunity for brands in the region to integrate into gaming environments and leverage measurement and targeting tools to determine their return on investment. I can’t wait to showcase this alongside MMPWW.”Sanjaya Molligoda, iion co-founder, said: “We are incredibly excited to join forces with MMPWW, and to enable brands in the MENA region to tap into the massive potential of game advertising. As gaming experiences rapid growth—thanks to significant investments by Middle Eastern governments and the private sector—advertisers can connect with a diverse, engaged audience. Our goal is to establish gaming as an indispensable, always-on media plan component.”Molligoda highlights the extraordinary opportunities this partnership offers advertisers, allowing them to connect with gaming audiences across multiple platforms. "Our unique self-serve ad platform provides extensive access to inventory, including in-game, around-the-game, and away-from-the-game environments on PC, console, app, web, esports, and game influencers."Ultimately, Molligoda believes that this partnership will reshape the advertising landscape in the rapidly growing Middle Eastern gaming market.Walid Ramadan, GM of MMP Experiences, said: “We are delighted to be iion’s new and exclusive partner for the MENA region. Their innovative programmatic offering puts the user at the heart of the experience, while still allowing for in-depth targeting to reach these diverse audiences and create tailored messaging that best aligns with their interests. We look forward to collaborating with the team to bring these immersive solutions to our clients.”This groundbreaking partnership empowers brands to craft captivating and immersive campaigns that resonate with gamers across all devices. With the average UAE gamer spending an impressive USD 115 per year, as reported by Mordor Intelligence, this alliance is primed to capitalize on the rapidly expanding market.Excitingly, iion and MMPWW are gearing up for an agency roadshow where they will unveil their state-of-the-art gaming solutions to brands and advertisers across the region. Stay tuned for further details about this highly anticipated event, promising remarkable opportunities and invaluable insights for industry professionals.Romit Gharat, Ad Tech Director at MMPWW, said: “Our partnership with iion will unlock new channels for brands to reach a large number of engaged audiences in a unique and fascinating environment. With the potential to revolutionize the way advertisers can reach and engage with gamers, we are thrilled to offer this innovative and effective approach to driving brand awareness, engagement, and sales in the region.”

Dubai, UAE: Spheroid Universe, a futuristic Metaverse that augments the real world in every part of the Earth, has announced the upcoming launch of artificial intelligence (AI) Avatars that will inhabit the world around us via augmented reality (AR). This ground-breaking development will deliver breakthrough opportunities across numerous business platforms - from e-commerce and retail to advertising, sales, general customer, and consumer interactions and more.As a frontrunner in the field of Web 3.0 technology and particularly in the Metaverse, Spheroid develops tools for business that explore the potential of AR tech. The company aims to help businesses become leaders as early adopters of cutting-edge technological advances - such as the new AI Avatars that will be available shortly."The accessibility and practically unlimited potential of AI Avatars that exist within an AR world will encourage faster uptake of the latest AI and Web 3.0 technologies amongst businesses," explained Andrey Almiashev, CEO, Spheroid Universe. "There is an immense opportunity for our new AI Avatars to be deployed in customer-facing scenarios, such as in sales offices or retail environments. They will create a unique and lasting customer experience, helping brands to reposition themselves as early adopters and forward-thinking with an eye on how technology is reshaping our future. We have developed our AI Avatar product to the highest specifications, even integrating the increasingly popular ChatGPT platform to enhance communication and interactions with humans. This is an exciting time for AI and AR, as we see the boundaries between reality and technology blur even further."By integrating AI chatbot ChatGPT into its Avatars, Spheroid is ensuring the smoothest possible interactions with people at all times. The Avatars also incorporate voice recognition and voice synthesis technologies, which will make communication quick, habitual, and convenient for users.Spheroid's AI Avatars are not only intelligent, but able to be designed to take on any visual appearance without the limitations of the physical world. They can be created as unique characters that truly represent their brands, from both a visual and interactive perspective - including how they communicate with customers. This leads to a product that is incredibly flexible, with almost unlimited usage across commercial, entertainment, and educational applications, amongst others.According to Andrey Almiashev: "The combination of AI and AR technologies will redefine the way that businesses communicate with their customers over the course of the next five years. We're living in a very interesting time, during which we will be able to see for ourselves the impact that AI and AR will have on human civilisation - and we are more than happy to help businesses explore the expansive potential that will come from this."Spheroid is also planning to integrate their AI Avatars into Apple’s Smart Glasses for an even more immersive experience, which is expected to be released by Apple later this year.

Dubai: LandVault, the largest metaverse construction company, has announced its strategic funding round with several web3 firms, including The Sandbox, a leading metaverse platform backed by Animoca Brands and Softbank, the Gemini Frontier Fund, HodlCo, and Kingsway Capital, a $3B hedge fund and a large shareholder in Animoca Brands. This comes after LandVault raised a total of $37m, the last round being a $25m Series B in November 2021 at the time when the company was focused on in-game advertising. Since then, LandVault has pivoted into building metaverse infrastructures, and has completed over 100 million square feet in building experiences for brands including Mastercard, Heineken, Hershey’s, Standard Chartered and L’Oreal. With this round, LandVault is adding web3 investors and partners to its cap table.Having recently announced its expansion, the capital will be used to grow commercial operations across their hubs in Dubai, Europe, US, and Asia, and will further invest in technology, notably AI-powered tools to accelerate creation and monetization of metaverse content. The round is a good credibility boost at a time when the hype surrounding the metaverse is said to be down, valuations are discounted, and many projects have yet to pan out. The investor demand for metaverse infrastructure is still high, and paying testament to this is LandVault’s 9-figure valuation from last year. The global metaverse market size was valued at USD 100.27 billion in 2022 and is projected to grow to USD 1,527.55 billion by 2029, at a CAGR of 47.6%. “In addition, the rising investment in retail and e-commerce and the surge in the adoption of platforms looking to showcase products in a virtual environment continue to bolster market growth.”“Like us, our new investors see the metaverse as the future of the internet, a more immersive platform to share experiences. Getting there will be a long road, and it is great to bring together investors and partners that are also committed to this vision” says CEO of LandVault, Sam Huber.Initially, LandVault grew as a development company within The Sandbox. Over time, the company scaled teams to build on other platforms, including photorealistic work on Unity and Unreal. Today the company counts over 130 full time builders, creating projects for the world largest organisations, and has used these experiences to take their data and monetization products to market, to help clients drive ROI in the metaverse.“LandVault has established itself in just a year as one of the most active metaverse builders" said Sebastien BORGET, COO & Co-Founder of The Sandbox. "We're pleased to support them further on this journey, as they continue to develop their activities and technology to inspire many other creators of the Metaverse".“Our vision has always been to accelerate the economy of the metaverse, and the latest progress in AI technology is helping us fast track our roadmap, " explains Huber. The metaverse needs a ‘Wordpress moment’ for anyone to build in the metaverse as easily as building a website, and we are investing heavily in R&D to build these tools”.

Before digital twins and even drone-based photogrammetry were known by the public, FalconViz has been developing the tools of the future. To that extent, at the BIM and Digital Twins Exhibition 2023 in Riyadh, the company announced the launch of the FalconViz Metaverse which aims to launch the company into the new age of digitization.The Metaverse is largely considered the next era of the internet. Whilst it is difficult to single out one standard definition for the Metaverse, it is considered an immersive, interoperable, and synchronous virtual world. This new age of the internet will most certainly disrupt and transform the current social and economic structures and bring about a whole new wave of opportunity across many different sectors. The company defines the Metaverse as a 3D real-time social medium where people can create and engage in shared experiences across many modalities of converged digital and real worlds.Commenting on this huge announcement Dr. Neil Smith, FalconViz's Chief Information Officer, and Co-founder said: “At the heart of this is digital twins which we have been creating using drones and high definition laser scanning for years. Digital twinning is an industry which is projected to reach over $125 billion by 2030. Now, however, within the Metaverse, we can finally allow stakeholders to view their critical assets as they are in real life enabling an embodied immersive experience. It also allows stakeholders to simulate spaces, objects, and processes.”.The Metaverse opens new possibilities in how FalconViz interacts with the data in the future, which allows them to go from viewing data as placeable AR models to jumping into our data at 1:1 scale, with full immersion. The company can connect critical information captured in structural reports such as cracks and damage to a building and immediately jump to those locations to examine the area and gain a spatial awareness of the surroundings, and the procedures that would need to be taken to make immediate repairs. There is no limit to how they can explore the data to gain insight that is not possible from 2D plans.FalconViz is excited to announce the FalconViz Metaverse Lab in Saudi Arabia, these tools can be applied to any BIM project, and allow it to handle giga projects and deliver mixed-reality experiences. The company sees this as just the beginning, looking forward to the FalconViz Metaverse Lab contributing to achieving the Kingdom’s 2030 Vision.

 Dubai Future Foundation has published a report on the outcomes of the inaugural Dubai Metaverse Assembly held in September at the Museum of the Future under the patronage of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council and Chairman of the Board of Trustees of Dubai Foundation Future.The report was prepared in partnership with PwC, the knowledge partner of the Dubai Metaverse Assembly, to highlight the main recommendations that came from the assembly, as well as the major trends and applications that were discussed.The assembly was attended by around 600 technology experts and specialists from 50 countries. Over the course of two days, they participated in more than 25 workshops and panel sessions that hosted more than 30 speakers and 40 local and international institutions and technology companies.The report addresses the most important topics and discussions that arose from the assembly relating to the future of the metaverse. It focuses on metaverse applications in sectors such as business, communications, education, entertainment, gaming, travel, and real estate.The report identified four main areas that governments and companies should focus on to achieve success in the metaverse, including strengthening collaboration between the government and private sectors, developing legislation and regulations related to data protection, privacy and cybersecurity risks, defining clear roles and responsibilities for all stakeholders, and accelerating the adoption of advanced technologies and the exchange of experiences.Dubai Metaverse Assembly was the first event in Dubai to focus on the metaverse. It was hosted following the approval by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum to launch the Dubai Metaverse Strategy in July 2022. The strategy aims to add $4 billion to Dubai's GDP to support the creation of 40,000 virtual jobs by 2030, attract 1,000 technology companies to the emirate, and position Dubai as one of the 10 largest metaverse economies in the world.His Excellency Omar Sultan Al Olama, Minister of State for Artificial Intelligence, Digital Economy and Remote Work Applications, said: “Dubai Metaverse Assembly hosted the largest gathering of experts and organizations concerned with designing the future of the metaverses. The event highlighted the importance of keeping pace with technological developments and employing new applications in realizing future visions and plans and developing governments, economy, health, education and communities. It also showcased the positive impact of using new tools that facilitate people's lives and open promising horizons in the future”. Khalfan Belhoul, CEO of Dubai Future Foundation, said: “The report aims to share the insights and knowledge revealed by global experts during Dubai Metaverse Assembly with the world through a new report on the untapped potential of the metaverse. We believe it’s crucial to share knowledge on future trends, as it allows governments, businesses, and civil society to take advantage of the immense opportunities presented by advanced technologies. This report will serve as a resource for anyone seeking to understand how the metaverse will impact vital economic sectors and help create a better future for humankind built on sustainability, wellbeing and prosperity.”Guy Parsonage, PwC’s Metaverse Lead, said, “The Middle East economy is currently undergoing a rapid digital transformation leading to an industry-wide disruption across various sectors. Dubai is a prime example of this as it aims to become one of the top ten metaverse economies, with an ambition to be a role model in metaverse technologies. In line with The Dubai Metaverse Strategy, our strategic partnership with the Dubai Future Foundation (DFF) explores new and advanced technologies to create a better future, allowing us to connect between real and virtual worlds seamlessly. Furthermore, this partnership demonstrates our commitment to helping clients in their digital transformation journeys and ensuring we deliver sustainable outcomes while building trust in our society.”Governments and corporations should take the initiative to reap the inevitable socioeconomic benefits created by the metaverse, which will grow at a faster rate than internet or mobile connectivity speeds. All stakeholders must continue to explore new pathways for collaboration in the metaverse, the report found.Case studies should be the cornerstone of any new tests or projects in the metaverse, and they should be designed to foster credibility and build trust among developers, regulators and the public.The report highlights how the metaverse can add value in myriad ways. From enhancing the ability of individuals to control – and one day monetize – personal data – to helping nations achieve diplomatic parity, as evidenced by Barbados' plans to launch an embassy in the metaverse, there are endless opportunities.The control and the monopoly enjoyed by social media platforms today will be challenged by the metaverse; it has the potential to provide billions of people with richer experiences from enhanced education to intimate live performances from the world’s biggest artists and musicians.The full report is available on: (https://www.dubaifuture.ae/dma-outcomes).

Alwaleed Philanthropies (AP), chaired by HRH Prince Alwaleed Bin Talal Al Saud, launched their latest innovative initiative on the metaverse, a center that combines multiple virtual spaces to provide users with an unparalleled digital and cultural experience. AP launched the center during the International Day for Tolerance, which is an annual observance day declared by UNESCO in 1995 to generate public awareness on the dangers of intolerance. The initiative is in line with AP's mission to bridge the gap between cultures and forge the way for global communities to become more open and tolerant, utilizing the latest disruptive 3D technology to spread their message throughout the world to connect with the younger generation.The experience will be live on the Decentraland platform where attendees can explore the multi-story building showcasing elements of historical stories while linking diversified cultures together. The development of the digital experience was inspired by AP's mandate since their founding over 4 decades ago to build, and nurture tolerance across humanity."Alwaleed Philanthropies is committed to deploy collective efforts towards exposing minds and dismantling borders, as we believe in an open world and operate on the concept of creating an impact on people's lives globally. Our commitment to mankind, is to permanently be on the lookout for innovative approaches as we build connections for better cultural understanding as well as boundless tolerance. At Alwaleed Philanthropies, we initiate and collaborate, to come together for good deeds, through cooperating with a range of philanthropic, governmental and educational organizations to combat poverty, empower women and youth, develop communities, provide disaster relief and create cultural understanding", said HRH Princess Lamia bint Majed Al Saud, Secretary General of Alwaleed Philanthropies.Alwaleed Philanthropies is one of the first Saudi philanthropies to meaningfully activate the metaverse with a social purpose and mission to spread the message of tolerance, cultural exchange and inclusivity extending from the physical world to the digital world. Alwaleed Philanthropies is committed to continuously explore new channels and technologies that empower humans and highlight important causes. It is worth noting this center will be reflecting all Alwaleed Philanthropies focus areas and is only the start for Alwaleed Philanthropies plans on the metaverse.

Arthur D. Little (ADL) has published “The Metaverse: What’s In It For Telcos?” exploring how telcos can capture value by leveraging the metaverse. Metaverse represents a major new market for telcos with early estimates of the overall size of the Metaverse opportunity to be around $13 trillion by 2030. For example, Ericsson estimates the opportunity presented by 5G fixed wireless access at $5 billion in 2022, growing to $21 billion in 2025 and $53 billion by 2030.Three related forces drive the imperative for telcos to be proactive in their Metaverse strategies and tactics. First, the demand is likely to be too large to ignore. Second, the risk of failure or non-participation could be existential: hyperscalers such as Amazon Web Services (AWS) and Microsoft Azure will be close on the heels of those telco players that fail to guarantee the infrastructure the Metaverse necessitates. Third, consumer behavior, particularly from Gen Z, shows that demand for Metaverse products is already well into the mainstream. For example, according to a recent study by Obsess, 75% of Gen Z virtual shoppers have already purchased a digital product within a video game. To connect with this generation of consumers, telcos must invest in Metaverse offerings and capabilities.Given these three factors, telcos should explore how they can benefit from the Metaverse’s rise, both with infrastructure and through direct participation. By engaging effectively with this new market, benefits for telcos include growth from increased revenues and retention and new efficiency gains along multiple axes, including carbon usage and workforce outsourcing.Thomas Kuruvilla, Managing Partner, Arthur D. Little, Middle East, said: “The expected acceleration in Metaverse prospects is driven by a real convergence of multiple factors: internet connectivity, technology related to sensors to collect data, digitalization and AI — and the value of a reliable communication is obvious. As highlighted in the report, the Metaverse will add tremendous value to all and this should allow telcos to share a part of the benefit, as increased revenue which can be spend on network infrastructure and addressing the challenge of ultra-low-latency requirements. A good connectivity will enable Healthcare and Education providers to deliver services to disadvantaged and remote communities – and at an overall lower cost – democratizing access and care for citizens worldwide. Going forward, the % increase in adoption of digital services/Metaverse will be higher with the lower income population ADL estimates the total addressable market will grow at a 33% CAGR from 2022–2025 (excluding infrastructure and enabling technologies).” Dr. Albert Meige, Director of Blue Shift at Arthur D. Little, said: “The Metaverse provide a vision for the transition to a more connected, immersive and tech-driven world. It could also be a crucial accelerator in the search for tools that support the individual lifestyle of the next generation of consumers. It is increasingly clear that speeding up infrastructure enhancements to meet demand is not only essential but urgent, and the telecommunications sector is at the heart of this challenge. The aim of this Viewpoint is to spotlight key enablers and provide recommendations for telcos to unlock the potential of the Metaverse opportunity and help them enact a fast and equitable digital transition.”ADL Viewpoint explores the multifold benefits for telcos, from leveraging infrastructure to building new business models to capturing downstream value through active participation in the Metaverse as a “single point of service.” The Viewpoint underlines that speed is important in capturing the Metaverse opportunity, and spotlights that the Metaverse necessitates structural changes to the telecom industry on an infrastructure level and offers valuable economic and strategic benefits for those telcos that actively participate in it. Metaverse Requires Enabling TechnologiesTelcos will need to develop key enabling technologies — from infrastructure to artificial intelligence (AI) and analytics — to fully participate in the Metaverse, including the following:Local compute for a truly immersive experienceUltra-low-latency communications for a lag-free experienceEnhanced cloud computing for interactions on a mass scaleAnalytics & AI capabilities to facilitate telcos’ activitiesPrivacy & trust infrastructure to tame the regulatory “Wild West”ADL Viewpoint explores the multifold benefits for telcos, from leveraging infrastructure to building new business models to capturing downstream value through active participation in the Metaverse as a “single point of service.” With excellent customer understanding and trust alongside a fundamental role in enabling the Metaverse (infrastructure), telcos are well positioned to move through the value chain to capture a greater slice of the pie.

Dubai Electricity and Water Authority (DEWA) has launched its ‘DEWAVerse’ platform on the Metaverse and became the 1st local government organisation to launch its platform on the Metaverse to provide its services to customers, employees, and members of the society.DEWA invests in Metaverse technology to implement and develop its current and future projects, which contributes towards stakeholder happiness, the development of business, enhancing efficiency and production, and reducing costs.This was announced during DEWA’s Digital Transformation Steering Committee Meeting, where McKinsey also attended and presented the Digital Quotient Assessment 2022 report, highlighting that DEWA has maintained its position as a global digital leader in utilities.Saeed Mohammed Al Tayer, MD & CEO of DEWA, said, “At DEWA, we strive to enhance our use of the Fourth Industrial Revolution technologies, including the Metaverse, which is a key pillar and a new method of work in all vital sectors, to harness this technology to find new opportunities and provide innovative solutions that accelerate growth to enhance Dubai’s position regionally and globally.”During the meeting, seven projects using Metaverse technology were reviewed. These include the Customer Service Centre, the 1st of its kind locally, which enables customers to communicate with the Customer Care Center agents to answer their inquiries and complete transactions in the virtual world. DEWA Workplace enables users to move around the DEWA buildings and hold meetings in the virtual world. DEWA Future Lab enables users to hold brainstorming sessions, discuss challenges and develop the best solutions using innovation tools in the virtual world. The First Aid and Fire Safety introduces first aid and fire safety procedures virtually. MetaDrone gathers information on solar panels, fix them, and generate reports using VR. DEWA Onboarding allows new employees to learn about DEWA vision and mission virtually.DEWA was one of the first government entities in Dubai to complete the smart transformation of all its services by 100 percent in 2014. DEWA’s key milestones in its journey include adopting Google Glasses in 2014, which constituted a new shift in the quality of services provided. The app was specifically designed to suit the needs of DEWA to monitor any malfunctions at its stations.In 2016, DEWA adopted the HoloLens Technology from Microsoft, to enhance its operations and improve productivity. DEWA was the first government organisation to adopt this technology in electricity and water services. DEWA also started using the Smart Helmet & Smart Glasses (DAQRI) in 2017, which works with virtual reality technology to support engineers in power plants.Lina Ibrahim

With the emergence of the metaverse, there is a growing need to understand how businesses can leverage the power of Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR) and Extended Reality (XR) to create new value for content, consumers, and brands, a leading immersive strategist said on Day 2 of the milestone 20th edition of the Arab Media Forum (AMF 2022).In a session titled ‘Arab Media and the Journey Towards Metaverse’, Adipat Virdi, a renowned metaverse strategist, discussed how the emerging technology will impact journalism.Virdi said the Arab world has always been at the forefront of embracing new technologies, which makes the adoption of metaverse technologies easy. The metaverse is the next big thing, he said, adding it will help media organisations enhance the quality and efficiency of their work.The metaverse represents a virtual world that mimics aspects of the physical world using immersive technologies, AI, social media and digital currency. The technology will further enhance storytelling by promoting a better understanding from different perspectives, Virdi added.A place where the physical and digital worlds meet, the metaverse creates an ecosystem that customers can discover together. Customers can collaborate and aspire to be better versions of themselves, where transactions will become a byproduct of people’s affinity for, and advocacy towards the brand, he explained.The immersive specialist and former Global Creative Product Lead (VR) for Facebook, also discussed how the metaverse is helping other industries. He cited the example of MetAmazonia, a next-gen, photorealistic 3D metaverse, which uses blockchain and the metaverse to help fight against climate change, poverty and deforestation, and aims to positively impact the lives of millions of people.

The concert is an impressive and unique experience not to be missed, marking a major step for masses of users into the metaverse. MetaBoundless has partnered with the Algorand Foundation for this concert to mint NFTs for each concert-goer, serving as their digital ticket into the show. MetaBoundless has also partnered with Apparel group, the retail industry leader in the region, as the platinum sponsor and the leading eCommerce platform 6thstreeet.com as the official merchandise partner of this first concert of the future in the Arab world. Fans are to expect unique web3/ NFT fashion that will further push the uniqueness of the first "Concert of the Future"- A Step into the metaverse.In a unique Arab-led virtual concert starring Ragheb Alama and Saad Lamjarred, ticket sales went live on September 15th, 2022. This historical release is the first step towards accessing the exciting world of Web3, Metaverse, NFTS and DAOs. The concert of the future- A step into the metaverse is the first time Arabic music legends and superstars will unite in a dynamic series of virtual worlds to deliver a one-of-a-kind experience to fans. The virtual concert will be released live to fans on October 20th, 2022, starring Ragheb Alama, Saad Lamjarred, and Michel Fadel, composing new and old hits from these superstars. The tickets can be purchased online at https://metaboundless.io/. However, these are not just any tickets. These tickets give you NFT rewards through the MetaBoundless claims portal, and these NFTs have unique benefits to be revealed over time.MetaBoundless aims to simplify and utilize Web3 tools to create a bridge between superstars, content creators and influencers. For The Concert of the Future – A Step into the Metaverse, MetaBoundless has partnered with Algorand, a leading blockchain network known for its environmental friendliness, hyper-low fees, and user-friendly ecosystem of applications. Shamir Ozery, Head of Web3 at the Algorand Foundation, commented: "We're excited to be part of the Middle East's first-ever metaverse concert! The artist avatar NFTs will serve not only as a commemorative token of a user's participation in this first-of-its-kind experience but also to build a community among attendees and demonstrate utility, serving as each guest's ticket into the virtual experience. It is a great opportunity for music fans to experience firsthand some of the creative use cases for digital assets beyond cryptocurrencies." "Superstar" Ragheb Alama talks about his partnership with MetaBoundless and this experience: "This is the first time my avatar will be revealed to the virtual world. Fans all over the world will see me in a new way and be able to access memorabilia from this event as NFT rewards for purchasing tickets. Everything in this concert is unique, this is the way to go for concerts in the future, and I am keen to keep up with the future and popular trends.""LM3ALLEM" Saad Lamjarred describes his participation in this concert: "I witnessed similar global experiences for futuristic concerts, and I am sure that this concert will be something very unique for our beloved fans. I am excited for the fans to see me and my unique digital avatar in the virtual concert."Music composer Michel Fadel stated: "The changes in the market and the music industry always require us to keep up with new trends. I am excited to partner with MetaBoundless to deliver these trends to a larger audience and help use some of these innovative tools to give more power to the fans."Dharmin Ved, CEO of 6thstreet.com, the merchandising partner of the first "Concert of the Future '' in the Arab world, stated: "As 6thstreet.com, we are all about setting trends for the future generations. As a first experience with a celebrity-led Avatar & NFT concert, we want to create a similar experience for the fans and ticket holders when it comes to the merchandise by Creating fashion items that will also be inspired and linked to the web3 space and NFTs."Adi K. Mishra, CEO and Founder of MetaBoundless, commented, "Our objective is to be able to connect celebrities with their fans using tools from the Web3 world. We are also looking forward to building our partnership with the Apparel group, the retail conglomerate in the GCC and 6thStreet.com in order to deliver exciting merchandise options in order to link the real world and the virtual world for a community-led experience. We believe the world of media and entertainment will be transformed over the next decade, and MetaBoundless aims to be at the forefront of this change. The company is presently in discussions with other leading artists to bring onboard as well."

The first of a two-day series of specialized side sessions and startup pitches took place on the sidelines of the Dubai Metaverse Assembly today, which included the participation of leading global technology experts and senior executives from prominent organizations. The side sessions aim to galvanize stakeholders and facilitate contributions towards shaping the metaverse and its potential applications.Value Creation in the MetaverseThe Assembly’s first day witnessed seven side sessions included a group meeting by World Economic Forum on value creation in the metaverse, which outlined the parameters of an economically viable, inclusive and safe metaverse, focusing on two core areas: governance, and economic and social value creation.Taking place at Coders HQ, a side session organized by Accenture titled ‘Accelerating Value Creation in the Metaverse’ looked at metaverse and web 3.0 applications for enterprises. The session outlined use cases and explored delivering excellent employee experience as well as harnessing virtual worlds to unlock new models of customer experience.Aviation in the MetaverseAdel Al Redha, Chief Operating Officer at Emirates Airline, delivered a keynote as part of the ‘Aviation in the Metaverse’ side session held by Emirates Airline. His speech was followed by panel discussions on interoperability and reality gradient. Themes included realism of avatars, AR and VR, regulation, and the role of standards.Road to MetaverseAnother side session titled ‘Road to the Metaverse: Innovating Governance’ was held by META and Economist Impact at the Government Accelerators to explore the impact of the metaverse on governments and public service delivery.In addition, Outlier Ventures organized a side session on ‘Taking the Leap from Web2 into the Metaverse’ at Coders HQ, which witnessed a panel of diverse founders, operators, and investors who shared perspectives on the best ways to succeed in the metaverse.Live DemosThe first day of the Dubai Metaverse Assembly also included live demonstrations in web 3.0 and the metaverse introduced by SIAPartners, which provided the attendees with an immersive experience and use cases showing the huge potential of the metaverse and it’s applications.The Dubai Metaverse Assembly is taking place on 28-29 September, gathering over 500 delegates and more than 40 metaverse and artificial intelligence organizations at the Museum of the Future and AREA 2071, Emirates Towers.

For millennia, the only viable marketplace was the one based on physical exchange or physical-to-physical (P2P). Customers went to a physical place, chose a product, and exchanged tangible "fiat" money for the material items they desired in person.With the advent of the Internet, new marketplaces for exchanges emerged, beginning with social networking applications and e-commerce. With the advent of the metaverse and the approaching era of Web3, commerce will adapt, and new models will arise. The metaverse may be the next iteration of how we use the Internet to connect, communicate and transact, so it’s important for brands to stay in a “test-and-learn” mode and remain agile as they venture into this uncharted territory. According to Harvard Business Review, brands seeking to enter the metaverse should first determine their place in it and balance the risks and rewards of entering the digital landscape. Next, they should determine whether and how much of their target audience spends time in the metaverse and adjust their approach accordingly.Well, let that reality sink in. Metaverse is not just another online platform; it is a great business place for brands to come together and do whatever they have been doing in the real-world scenario.As the world is preparing to use the unmatched potential of metaverse, marketing methods and the dynamics of the businesses will undergo a seismic change. Professionals must evaluate demographic and psychographic data, skill-building and gamification, user interaction, events/ experiences, digital twin technologies, and developing a unified commerce front, all with the goal of boosting engagement with a product or service. Adding to this is the importance of community, fandom, and authenticity, as well as their effect on a fan’s and/or customer’s decisions in the physical and virtual domains.Direct-to-AvatarA new business model, known as “Direct-to-Avatar” (D2A), is evolving in the metaverse and is centred on delivering new goods to customers’ digital twins, which are their own avatars. D2A avoids traditional marketing by selling virtual things, tangible items, or real-world events through in-game personas. D2A may appear counterintuitive, but it is a rapidly growing market area with an increased sense of connection to purchase digital goods that may or may not have parallels in a physical world. Brands may use D2A to market V2V, P2V, and V2P services.MG Motor has announced its concept of MGverse, a metaverse platform, becoming the first car OEM in India and one of just a handful companies across sectors to do so. It will give its consumers and stakeholders with an engaging experience across numerous platforms.An MG Motors spokesperson explained how brands can make the best use of metaverse, “The metaverse is a parallel virtual world that builds on our real-world using technology like virtual and augmented reality. It offers users a new way to experience entertainment, gain information, connect with others, and purchase products.”There are several ways in which a brand can make the best use of metaverse:A company can create NFTs to connect with its customers. MG Motor is the first carmaker in India to launch NFTs. The company has launched 1,111 units of digital creatives as part of the launch collection, and these NFTs are categorized into four “C” segments: collectables, community & diversity, collaborative art, and CaaP (Car-as-a-Platform).The metaverse is an opportunity to build a greater community as it connects people from across states or countries. On the metaverse, people will live in a land without borders and can create communities based on mutual interests rather than location. In the metaverse, brands can sponsor events as gaming tournaments or music festivals.Since the pandemic, many businesses have been re-examining their work models. In 2021, 70% of companies planned to use hybrid business models that combine remote and in-office work. Workers are also eager to keep flexible work options, with 97% of workers expressing interest in working in either a full-time or hybrid remote position. Some images of the future metaverse show conference rooms with employee-avatars holding meetings like they would in an in-office setting. While this is not mainstream yet, the metaverse and its associated technologies are opening doors to a seamless virtual work environment that brands can capitalise on.The metaverse has opened even more opportunities for giving customers insights into the company: what brands stand for and how a brand’s products are customised. These insights will improve brand sales as 71% of customers will prefer brands that align with their personal values, helping brands to build a loyal customer base.Engagement is about converting users into consumers, said Rahul Singh, VP, Head of Marketing, SAP India. “Metaverse is a rapidly evolving area of opportunity both for B2C and B2B companies. However, to effectively leverage this technology, businesses and brands will have to adopt a test-and-learn mindset and be ready for continuous experimentation. Before plunging head on into any initiative, businesses will need to carefully set their goals and success metrics from such projects. They will also have to identify any new skill sets required internally or acquired through partnerships. Most importantly, businesses will have to choose the most relevant and impactful use cases where Metaverse could bring value throughout the enterprise across sales and marketing, manufacturing, operations, R&D or HR,” he added.Singh further said that SAP has recently leveraged the metaverse by extending a highly successful physical initiative called the Transformation Express (a mobile experience centre for its cloud solutions) and replicated the same experience in the virtual world. “This has not extended the life of the initiative; it will now be accessible to a much larger audience,” he claimed.Brands can’t do without itToshendra, founder-CEO of NFTICALLY, which has launched COMEARTH, world’s first general-usage e-commerce metaverse dedicated to e-commerce remarked, talked about the several ways through which brands can leverage metaverse.“Metaverse has the potential to become commonplace in the future. Just like companies and creators today can't afford to not be on the internet, a few years from now, a store in the metaverse would be quintessential for a brand's existence. Today, brands across sectors are exploring the realm of metaverse: gaming, fashion, fitness and sports, NFTs and digital art, entertainment, e-commerce, etc. This is so because of the advantage it brings to the brands. Metaverse provides a continuous experience that integrates elements from different platforms and brings audiences into one place. Platforms such as Sandbox, Decentraland, Comearth, and Roblox provide new ways of engaging with the audience, be it virtual events or launches, 3D experience to showcase or sell a product. Metaverse can also function as a fun location for team-building activities. The platform enables easy interaction with the global audience e-commerce business framework,” he said.With the debut of EnoVerse in PartyNite in metaverse, leading antacid brand ENO has joined the metaverse bandwagon. They hosted the first-ever stand-up comedy festival on metaverse, including ace stand-up comedian Zakir Khan, and provided an engaging and immersive experience for the audience. Bhawna Sikka, Digestive Health Business Lead of GSK Consumer Healthcare India, dwelled on the ways in which brands can leverage metaverse as it enables a more collaborative environment in which data will be ubiquitous and constantly available. “Metaverse is indeed an exciting avenue that is emerging for creating new and more immersive consumer experiences. Whilst, right now a large part of the metaverse experience in India is restricted to gaming platforms, going forward with improvement in both internet and overall technology, it will get more immersive. What this means is that brands will be able to host consumers and offer them a range of unique experiences and basis consumers’ interaction with these then generate insights and analytics which could help build deeper consumer understanding,” explained Sikka.Eno recently celebrated its 50 years with India’s first stand-up comic show on the metaverse, with technology improving they could do it at scale and invite consumers to watch live and enjoy as though they are at an event with their friends.They could then get first-hand understanding of who came (men, women, young or old), which region, how long they stayed for, what they said, etc., and build customised experiences for their consumers going forward. The scope for both understanding consumers and giving them a very personalised experience to build greater brand engagement is immense, she said.“Traditionally, one would identify top cities, organise agencies, and then plan Fri-Sunday activation in high-traffic locations like malls or hypermarkets to try and maximise the number of people one could reach for a brand activation event. It was time, cost and labour-intensive and would still limit how many people one could possibly reach to share the story the brand had to tell. Going forward with metaverse, you can create a very immersive experience for people across the country and do it at the same time. You can host consumers to see a new product launch, and understand what the product is all about. In consumer healthcare, consumers are often keen to understand the science of the product; all of this can potentially be done visually and in a very consumer-friendly way in the metaverse. The power of the experience and the possible scale of reach can enable a brand to win over consumers. Also, with NFTs coming in, going forward, there will be the potential for also commercialising these,” she explained.

Following the launch of a specific strategy to increase the sector's contribution to its economy, Dubai will hold a global conference in September that will bring together experts in the metaverse.The Dubai Metaverse Assembly will take place on September 28 and 29 in the emirate's renowned Museum of the Future, as announced by Crown Prince Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.It will examine how the technology may be applied across important industries.More than 300 professionals, decision-makers, and thought leaders representing more than 40 organisations will attend the event and participate in seminars and workshops focusing on cutting-edge technology.The crown prince of Dubai stated: "We want to use this technology to improve life in the UAE and everywhere else. We want Dubai to lead the world in embracing future technology, comprehending its advancements, maximising its potential, and bringing about change."Within 15 years, the market for the metaverse is predicted to grow to $30 trillion. The news comes shortly after Sheikh Hamdan introduced the Dubai Metaverse Strategy, which he expects would boost the local economy by $4 billion. As part of the goal, 40,000 new jobs will be created in the sector and Dubai's metaverse and blockchain business population will be doubled.

For millennia, the only viable marketplace was the one based on physical exchange or physical-to-physical (P2P). Customers went to a physical place, chose a product, and exchanged tangible "fiat" money for the material items they desired in person.With the advent of the Internet, new marketplaces for exchanges emerged, beginning with social networking applications and e-commerce. With the advent of the metaverse and the approaching era of Web3, commerce will adapt, and new models will arise. The metaverse may be the next iteration of how we use the Internet to connect, communicate and transact, so it’s important for brands to stay in a “test-and-learn” mode and remain agile as they venture into this uncharted territory. According to Harvard Business Review, brands seeking to enter the metaverse should first determine their place in it and balance the risks and rewards of entering the digital landscape. Next, they should determine whether and how much of their target audience spends time in the metaverse and adjust their approach accordingly.Well, let that reality sink in. Metaverse is not just another online platform; it is a great business place for brands to come together and do whatever they have been doing in the real-world scenario.As the world is preparing to use the unmatched potential of metaverse, marketing methods and the dynamics of the businesses will undergo a seismic change. Professionals must evaluate demographic and psychographic data, skill-building and gamification, user interaction, events/ experiences, digital twin technologies, and developing a unified commerce front, all with the goal of boosting engagement with a product or service. Adding to this is the importance of community, fandom, and authenticity, as well as their effect on a fan’s and/or customer’s decisions in the physical and virtual domains.Direct-to-AvatarA new business model, known as “Direct-to-Avatar” (D2A), is evolving in the metaverse and is centred on delivering new goods to customers’ digital twins, which are their own avatars. D2A avoids traditional marketing by selling virtual things, tangible items, or real-world events through in-game personas. D2A may appear counterintuitive, but it is a rapidly growing market area with an increased sense of connection to purchase digital goods that may or may not have parallels in a physical world. Brands may use D2A to market V2V, P2V, and V2P services.MG Motor has announced its concept of MGverse, a metaverse platform, becoming the first car OEM in India and one of just a handful companies across sectors to do so. It will give its consumers and stakeholders with an engaging experience across numerous platforms.An MG Motors spokesperson explained how brands can make the best use of metaverse, “The metaverse is a parallel virtual world that builds on our real-world using technology like virtual and augmented reality. It offers users a new way to experience entertainment, gain information, connect with others, and purchase products.”There are several ways in which a brand can make the best use of metaverse:A company can create NFTs to connect with its customers. MG Motor is the first carmaker in India to launch NFTs. The company has launched 1,111 units of digital creatives as part of the launch collection, and these NFTs are categorized into four “C” segments: collectables, community & diversity, collaborative art, and CaaP (Car-as-a-Platform).The metaverse is an opportunity to build a greater community as it connects people from across states or countries. On the metaverse, people will live in a land without borders and can create communities based on mutual interests rather than location. In the metaverse, brands can sponsor events as gaming tournaments or music festivals.Since the pandemic, many businesses have been re-examining their work models. In 2021, 70% of companies planned to use hybrid business models that combine remote and in-office work. Workers are also eager to keep flexible work options, with 97% of workers expressing interest in working in either a full-time or hybrid remote position. Some images of the future metaverse show conference rooms with employee-avatars holding meetings like they would in an in-office setting. While this is not mainstream yet, the metaverse and its associated technologies are opening doors to a seamless virtual work environment that brands can capitalise on.The metaverse has opened even more opportunities for giving customers insights into the company: what brands stand for and how a brand’s products are customised. These insights will improve brand sales as 71% of customers will prefer brands that align with their personal values, helping brands to build a loyal customer base.Engagement is about converting users into consumers, said Rahul Singh, VP, Head of Marketing, SAP India. “Metaverse is a rapidly evolving area of opportunity both for B2C and B2B companies. However, to effectively leverage this technology, businesses and brands will have to adopt a test-and-learn mindset and be ready for continuous experimentation. Before plunging head on into any initiative, businesses will need to carefully set their goals and success metrics from such projects. They will also have to identify any new skill sets required internally or acquired through partnerships. Most importantly, businesses will have to choose the most relevant and impactful use cases where Metaverse could bring value throughout the enterprise across sales and marketing, manufacturing, operations, R&D or HR,” he added.Singh further said that SAP has recently leveraged the metaverse by extending a highly successful physical initiative called the Transformation Express (a mobile experience centre for its cloud solutions) and replicated the same experience in the virtual world. “This has not extended the life of the initiative; it will now be accessible to a much larger audience,” he claimed.Brands can’t do without itToshendra, founder-CEO of NFTICALLY, which has launched COMEARTH, world’s first general-usage e-commerce metaverse dedicated to e-commerce remarked, talked about the several ways through which brands can leverage metaverse.“Metaverse has the potential to become commonplace in the future. Just like companies and creators today can't afford to not be on the internet, a few years from now, a store in the metaverse would be quintessential for a brand's existence. Today, brands across sectors are exploring the realm of metaverse: gaming, fashion, fitness and sports, NFTs and digital art, entertainment, e-commerce, etc. This is so because of the advantage it brings to the brands. Metaverse provides a continuous experience that integrates elements from different platforms and brings audiences into one place. Platforms such as Sandbox, Decentraland, Comearth, and Roblox provide new ways of engaging with the audience, be it virtual events or launches, 3D experience to showcase or sell a product. Metaverse can also function as a fun location for team-building activities. The platform enables easy interaction with the global audience e-commerce business framework,” he said.With the debut of EnoVerse in PartyNite in metaverse, leading antacid brand ENO has joined the metaverse bandwagon. They hosted the first-ever stand-up comedy festival on metaverse, including ace stand-up comedian Zakir Khan, and provided an engaging and immersive experience for the audience. Bhawna Sikka, Digestive Health Business Lead of GSK Consumer Healthcare India, dwelled on the ways in which brands can leverage metaverse as it enables a more collaborative environment in which data will be ubiquitous and constantly available. “Metaverse is indeed an exciting avenue that is emerging for creating new and more immersive consumer experiences. Whilst, right now a large part of the metaverse experience in India is restricted to gaming platforms, going forward with improvement in both internet and overall technology, it will get more immersive. What this means is that brands will be able to host consumers and offer them a range of unique experiences and basis consumers’ interaction with these then generate insights and analytics which could help build deeper consumer understanding,” explained Sikka.Eno recently celebrated its 50 years with India’s first stand-up comic show on the metaverse, with technology improving they could do it at scale and invite consumers to watch live and enjoy as though they are at an event with their friends.They could then get first-hand understanding of who came (men, women, young or old), which region, how long they stayed for, what they said, etc., and build customised experiences for their consumers going forward. The scope for both understanding consumers and giving them a very personalised experience to build greater brand engagement is immense, she said.“Traditionally, one would identify top cities, organise agencies, and then plan Fri-Sunday activation in high-traffic locations like malls or hypermarkets to try and maximise the number of people one could reach for a brand activation event. It was time, cost and labour-intensive and would still limit how many people one could possibly reach to share the story the brand had to tell. Going forward with metaverse, you can create a very immersive experience for people across the country and do it at the same time. You can host consumers to see a new product launch, and understand what the product is all about. In consumer healthcare, consumers are often keen to understand the science of the product; all of this can potentially be done visually and in a very consumer-friendly way in the metaverse. The power of the experience and the possible scale of reach can enable a brand to win over consumers. Also, with NFTs coming in, going forward, there will be the potential for also commercialising these,” she explained.