[PDF] Avatars and Digital Identity: Branding in the Metaverse

SO2: Assess perceptions of active companies within metaverses and avatars design specialists in

terms of digital identities.

SO3: Evaluate the mediation of AI to design digital identities.

SO4: Analyze the characteristics of different metaverse platforms.

To achieve them, it’s been carried out a method based on (1) an online structured exploratory

survey to users; (2) interviews to representatives of organizations with an active presence within metaverses and avatars design specialists; and (3) a content analysis of the building and

management of digital identities in the five metaverse platforms most mentioned: Roblox, Fortnite,

VR Chat, Horizon Worlds and Spatial. In this way, a triple approach of the impact generated,

brand -user -content, was obtained. [...] > creativity and

engagement

through

customization

Brand identity

through "skins"

enhances

gameplay

experience

Deep

immersion

and personal

identity

expression

Encourages

collaboration

and social

interaction in

workspaces

Professionalism

and realism in

collaboration

and

presentations Advertising

Opportunities

Custom games

and personal

brand

experiences

Advertising

through "skins"

and in -game

events

Custom

events and

spaces for

brands and

creators

Platform for

brand events and

virtual meetings

Virtual spaces

for brand

exhibitions and

professional

collaborations

AI mediation Possible to

design profiles

Gameplay and

NPC

enhancements

Advanced

animations

and facial

expressions [...] user. That increase in the user’s involvement is not only important in terms of playing a videogame of

entertainment, but also from a professional perspective. Companies have started to schedule

meetings in metaverses (Figure 5), and the only representation of a n employee in that virtual

scenario is the avatar. Thus, virtual identities start to generate an impact in real situations, such as

the relationships between colleagues or the communication from employers to employees, by

reducing social barriers.

Figure 5. Screenshots of the user and her avatar in a work environment

< Insert Figure 5>

Source: Workrooms, Meta

The impact of AI on the user experience is unquestionable at this point. However, the outcomes

Source Insight: This report was curated based on original coverage from scholarworks.sjsu.edu.

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