Marketing in the Metaverse: Is It Worth the Investment in 2025?

You likely heard about the metaverse hype a few years back. If you’ve Googled a bit, you know that the metaverse is like a virtual world. People can do many things they can do in real life, like chatting, holding meetings, and even marketing. 

Although metaverse hype has cooled, some remain optimistic. Metaverse marketing remains an evolving concept. To explore this idea, numerous brands have experimented with virtual stores, digital products, and VR/AR events.

1. The Metaverse Landscape in 2025: Market Overview & Growth

a. Market Growth and Projections

Although some people think the Metaverse market is dying out, it’s projected to reach a value of US$103.6bn in 2025. This shows that some large projects are still investing in and developing their metaverse products. 

According to research, This market is expected to grow at an annual growth rate (CAGR 2025-2030) of 37.43%, resulting in a projected market volume of US$507.8bn by 2030. However, what do these numbers mean for businesses? 

Since this industry is relatively new in this form, early adopters and businesses that ride the wave of this trend can have some benefits. They’ll be able to position themselves better through their metaverse project or by conducting marketing activities in certain metaverses. 

Let’s start with one of the most important companies, Meta. It’s been leading in the VR/AR development through:

• Horizon Worlds 
• Meta Quest headsets

Decentraland is a virtual world where users use digital currencies to purchase virtual land and assets. Their users host experiences and create events in this virtual world. Roblox is one of the most popular metaverse projects.

Roblox users are usually Gen Z and Millenials. While Roblox provides mainly a gaming experience, some businesses have launched marketing campaigns in Roblox to reach younger audiences. 

Sandbox is a blockchain-based virtual world where brands like Adidas and Gucci have purchased digital land. Microsoft also invests in enterprise-focused metaverse solutions, including workplace collaboration through Mesh for Teams. 

b. User Demographics & Engagement

According to research, Metaverse user penetration will be 14.6% in 2024 and 39.7% by 2030. However, we can’t expect that young people and elders will be equally interested in the metaverse experience. 

The most active generation hanging in the metaverses is Gen Z, which plays Roblox and Fortnite. On the other hand, Millennials and B2B buyers engage with the metaverse through virtual meetings, training, networking, and social events. 

One of the key aspects of the majority of metaverse platforms is that they require some tech-saviness. Not all customers or employees can adequately set up their devices and use the platforms efficiently. 

Furthermore, the complete immersive experience can be achieved mainly through expensive and inaccessible VR and AR devices. 

Fashion, real estate, gaming, and education are industries that can benefit most from engagement in the metaverse. To attract more customers, fashion brands can create virtual stores, digital fashion, and immersive shopping experiences. 

Real estate can significantly benefit from the metaverse, as individuals can tour houses in virtual reality. This is much better than simply looking at pictures or traveling to another location to visit a property they’re unsure whether they’ll buy. 

Training, education, and team-building activities can be conducted virtually. Some platforms, like Roblox, allow playing games, making team-building activities much more enjoyable. This aspect is essential for the growing field of remote businesses. 

In the end, the gaming industry benefits the most from the metaverse concept. Most metaverse enjoyers unknowingly participate in it through games like Roblox and Fortnite. 

With the improvements and increasing accessibility of devices like VR glasses, companies can significantly enhance the gaming experience. 

2. How can Brands Benefit from the metaverse?

a. Immersion and Brands in the metaverse

Now that we’ve covered the state of the metaverse and the industries that appear the most lucrative for marketing, let’s move on to key marketing methods. 

The metaverse's real estate and marketing functions are similar to those in the real world. Businesses can rent virtual billboards and allow their brand to be seen in the virtual world. 

What’s most beneficial for the marketing campaigns is that ads can be much more exciting and engaging than in the real world. Instead of simple photographs, videos, or ads, users can engage in gamified ads and interactive storytelling sequences. 

b. Direct-to-Avatar (D2A) Commerce

D2A commerce is a revolutionary retail model in which brands sell virtual goods directly to consumers' avatars in the metaverse. This shift has given rise to digital fashion and NFT collectibles, enabling brands to engage with younger, tech-savvy audiences.

Companies can sell virtual goods or allow customers to order physical goods through stores in the metaverse. 

Gucci sold a Gucci Dionysus Bag in Roblox for over $4,000. This is interesting because the physical Dionysus Bag costs less than its digital version. The other example is Adidas, which launched a series of NFTs named “Into the Metaverse.” The NFTs served as a way to get exclusive access to physical and digital products. 

c. Community Building & Virtual Events

Metaverse spaces can be used to create communities and events, just like in real life, and they are great for building loyalty. For example, a sneakers brand can create promotions for members of their metaverse community.

Metallica and Travis Scott's concerts in Fortnite are notable examples of people using metaverse to please their audience. 

3. Challenges & Risks: Why Brands Are Still Hesitant

a. Technological Limitations & Accessibility Issues

While marketing in the metaverse is quite a revolutionary concept that could easily become the future of marketing, there are certain limitations. For example, everyone is using traditional social media, but the adoption rates for VR/AR are much lower.

Furthermore, the uncertainties of ROI compared to the costs of developing metaverse campaigns prevent smaller businesses from participating in metaverse marketing. 

b. Consumer Skepticism & Privacy Concerns

While cybersecurity threats are everywhere on the internet, people have additional concerns with safety in the metaverse. Nearly 6 in 10 respondents to the Connected Consumer survey worry that their devices are vulnerable to security breaches

Just like with mobile devices, there are many concerns over digital addiction. With virtual reality being much more immersive, people are worried about the blurred lines between reality and the metaverse. 

c. Market Volatility & ROI Measurement Issues

The problem with marketing in the metaverse is that it’s hard to track market success. Brands can leverage the general increase or decrease in sales after they’ve started their marketing campaigns.

However, there’s a lack of clear KPIs, and tracking conversions from the metaverse is hard. It’s also hard to understand customer engagement with the brand since you won’t understand who has seen your products or ads in the metaverse. 

4. ROI & Performance Metrics: How to Measure Success in the Metaverse

Some ways to measure ROI and performance in the metaverse include checking engagement metrics. For example, you can research how much time customers spend in the metaverse or how often they interact with your brands. 

While it’s hard, conversion tracking should also be implemented. Check how often virtual experiences lead to real-world sales. Once you have the data, you can compare the customer acquisition cost in metaverse vs. traditional digital marketing channels. 

A successful example of a company that successfully tracked metaverse marketing ROI is Nike. 

They’ve used NFTs and virtual sneakers to track engagement, sales, and digital asset reselling trends. Blockchain is quite helpful for this, as all transactions and data will be publicly available. 

Marketing Channel	Average Cost	Primary Metrics	Challenges
Google Ads conversions	$1–$2 per click	Click-through rate (CTR),	High competition, rising costs
Facebook Ads	$0.94 per click	Engagement, conversions	Privacy updates affecting tracking
Influencer Marketing	$100–$10,000 per post	Impressions, brand mentions	Hard to measure direct sales
Metaverse Marketing	$1,000–$1 million+ per campaign	Time spent, virtual sales, NFT engagement	Uncertain ROI, evolving metrics

5. Unpopular Opinions & Alternative Strategies

a. Is the Metaverse Overhyped?

One of the companies that led the metaverse concept and marketing in the metaverse, Meta, has changed their mind about it. This signals that the metaverse might not be profitable. 

Furthermore, Disney has shut down its Metaverse division, signaling that it might have been a failed investment. Traditional digital marketing strategies are still more effective. 

b. Ethical Considerations

Many people criticize social media and smartphones as a way of digital escapism. In some cases, Metaverse is an extreme example of escapism, which can negatively impact mental health. 

If individuals suffer from mental health problems in virtual worlds, it’s unlikely that the brands would be responsible for them. Without some regulations and limitations on how brands should be responsible for the health of their users, widespread implementation should be slowed down.

6. Case Studies: Successes & Failures

a. Success Stories: Brands That Nailed It

Nike and Coca-Cola are key success stories of marketing in the metaverse. Both of them used digital assets to attract customers, which increased their revenue, but this was only a short-term trend. 

b. Brands That Scaled Back: Lessons from Failed Attempts

Notable brands like Walmart and H&M have launched virtual stores in Roblox and Zepeto. However, they’ve noticed low engagement. Many businesses have overestimated customers’ interest in the metaverse.

The lack of a clear strategy in the metaverse and the lack of interest of customers can lead to failed campaigns. 

7. How to Get Started with Metaverse Marketing

Step 1: Identify the Right Platform

The right platform for your business depends on your demographics. Among popular options, such as Decentraland, Roblox, and Sandbox, the best choice will depend on your users' tech savvy, age, and budget. 

Step 2: Start with Low-Cost Pilot Campaigns

Once you pick the platform, you should conduct low-cost campaigns, such as NFT giveaways or interactive events. These don’t have to cost a fortune, and you’ll be able to see customer engagement with such marketing methods. 

Step 3: Leverage Existing Metaverse Influencers

If they exist, find metaverse influencers to spread the word about the events that you’ll conduct in the metaverse. 

Step 4: Use Web3 Tools

Existing programs and platforms can streamline many activities in the metaverse and Web3. Even if you don't conduct full-scale campaigns in the metaverse, you can leverage crypto loyalty programs, NFT-based rewards, and tokenized engagement models. 

8. Future Outlook: Should Businesses Invest in Metaverse Marketing?

There are many reasons for early adoption, such as building a long-term reputation. Furthermore, some metaverse projects, like Decentraland, have limited land for sale. On the other hand, waiting until the market is more mature is less risky. 

In the next 3 to 5 years, the metaverse will continue growing in some forms. For example, platforms like Roblox and Fortnite will continue to have new players, yet some businesses that have paired crypto with the Metaverse won’t be as popular due to the high number of scams in the past.

Businesses that have excess funds and have reached their peak on other platforms should consider investing in the metaverse. Due to the high costs of metaverse marketing, it’s recommended that small and medium businesses continue relying on SEO, social media marketing, and ads.

9. Frequently Asked Questions FAQ 

What is metaverse marketing?

In short, it’s marketing and the metaverse combined. Like making posts on Instagram, the metaverse allows unique advertising in virtual spaces and stores, and the launch of digital products. 

Which brands are using metaverse marketing successfully?

A few large brands that have done some marketing in this virtual world include Nike, Gucci, Coca-Cola, Samsung, Meta, etc. One can argue whether their success was due to the metaverse or because they’re simply popular. 

How much does metaverse advertising cost?

The cost of advertising in the metaverse varies based on the platform and type of campaign. Some estimated costs range from $1,000 up to hundreds of thousands. 

What are the risks of marketing in the metaverse?

According to case studies, this type of marketing can cost from $1000 to a million dollars. Of course, the cost will depend on the type of campaigns one’s interested in conducting and the platform one’s using. 

• High costs, 
• uncertain ROI, 
• privacy and security concerns, 
• brand safety issues, 
• and technical complexity. 

Is metaverse marketing better than traditional digital marketing?

This concept is still in development and can hardly replace traditional marketing. However, it can be a complementary strategy and help businesses reach more people. 

Conclusion

Marketing in the metaverse attracts attention and comments. It’s shown to be helpful for brands and customers, but it carries many risks. People often discuss ethics, ROI, and whether marketing in the metaverse is effective. 

Since this industry is still early in development and adoption isn’t widespread, brands should approach it carefully. They should start with smaller experiments and track their ROI before making any risky investments. 

Article by Predrag Kovacevic from Siddhify