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The elements of a new
digital age are converging
at scale. The metaverse
is the driving force
bringing these elements
together in a unified,
immersive experience.
We are not here to suggest the metaverse, as we know it today, will take over
all human interactions, but rather, to explore the many exciting opportunities it
presents for consumers and brands alike, Whetiter i's large tech players such
as Microsott planning to create realistic workspaces, or Ariana Grande holding
‘a concert in Fortnite, the opportunities presented by interactive, digital worlds,
seem limitless. The metaverse wil likely infiltrate every sector in some way in
the coming years, with the market opportunity estimated at over $1 trillion in
yearly revenues.*
As a result, we see companies of all shapes and sizes entering the metaverse
indifferent ways, including household names like Walmart, Nike, Gap, Verizon,
Hulu, PWC, Adidas, Atari and others.’ Business leaders and boardrooms around
the world are now asking themselves, "What is my metaverse strategy? What am
| supposed to be doing in the metaverse? what is the metaverse anyway?”
2 onsets inte eres
The metaverse offers
opportunities to...
Transact
$5 48
Every year, $54 billion is spent on
virtual goods, almost double the
amount spent buying music'
Socialize
608
Approximately 60 billion messages
are sent daily on Roblox?
Create
$80M
GDP for Second Life was about
$650M in 2021 with nearly $80M
USD paid to creators?
Own
Non-fungible tokens (NFTs) currently
have a market cap of $41 billion*
Experience
200
200 strategic partnerships to
date with The Sandbox, including
Warner Music Group to launch a
music-themed virtual world®
JnmoreancamonWhat is the metaverse?
The metaverse is a seamless convergence of our physical and cgital lives,
creating a unitied, virtual community where we can work, play, relax, transact
and socialize. The metaverse js still early in its evolution, and there is no
singular, all-encompassing definition to which people can turn, Themes of what
the metaverse is and could be, however, are emerging. A key point is that there
is no one virtual world but many worlds, which are taking shape to enable
people to deepen and extend social interactions digitally. Ths is done by adding
an immersive, three-dimensional layer to the web, creating more authentic
and natural experiences. The metaverse even has the promise of facilitating
accessibility from the comfort of the home, breaking down boundaries and
ddemocratizing access to key goods, services and experiences.
Before diving deeper into the metaverse, it’s important to lay the foundation
between features of today’s metaverse-Web 20 characteristics, and the
emerging Web 3.0 characteristics. While the table below highlights our
assessment of the key metaverse features between the two, the lines are
blurring as more and more traditional virtual worlds are adopting elements of
the blockchain-based worlds.
2 opporuntisia the etaesse
There is no one virtual
world but many worlds,
which are taking shape
to enable people to
deepen and extend social
interactions digitally.
JnmoreancamonWeb 2.0 versus Web 3.0 approach to the metaverse
Web 2.0
Web 3.0
‘Example virtual worlds
eens
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wen
Digital assets portability | + Locked within platform err
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ee Set aaa el
Activities Seer + Playto-earn games
Boa eed
eeu g Pere re ety
+ Competitive games (eg. esports) let
ry Cours Seo Eas
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+ Anonymous private-key-based identities
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+ Usersfgamers can earn through play oF
particiation in platform governance
Ber eon iene
Prec
DryWhy metaverse? Why now?
The concept of a metaverse is not a new one. In many ways this is a linear
progression. Online, multi-player, role-playing worlds like The Sims or Second
Life have been around for nearly 20 years, with players spending an average
of 20 hours per week in these worlds.’ Modern equivalents like Minecratt,
World of Warcraft and Fortnite have hundreds of millions of users, and huge
supporting economies,
We are now at an inflection point, where it seems that nota day goes by
without a company or celebrity announcing that they are building a presence
ina virtual universe. While the buzz can partially be attributed to attention
grabbing headlines, there isa convergence of emerging trends, A number of
new technologies have come together to enable this vision of the metaverse
Augmented reality (AR) and virtual reality (VR) headsets have become cheaper
and more powerful, improving the user experience, lockchain has enabled
digital currencies and NFTs. The new methods to transact and own digital goods
ae allowing creators to monetize their activites through tokens. in addition
to monetization, and as a means to exchange value, token-holders can also
participate in the platform's governance eg. vote on decisions). This democratic
cwnership economy coupled with the possibilty of interoperability. could unlock
immense economic opportunities, whereby digital goods and services are no
longer captive toa singular gaming platform or brand.
From a social perspective, the development of more immersive virtual experiences
relbing people to build communities based on shared values, and to express
themselves in more authentic ways. Meanwhile, COVID-19 accelerated the
digitization of our lives and normalized more persistent and multi-purpose online
engagement and communication, itis this combination of technological, social and
economic drivers that is resulting in the explosive interest in the metaverse,
From a social perspective,
the development
of more immersive
virtual experiences is
helping people to build
communities based on
shared values, and to
express themselves in
more authentic ways.
fet evereoinGs
Co-Author, At Gadi explores gallery in
Decentraland
ree: DecentraandMetanomics
nen you think about th
are opportunities in almost every market
avatar and you want to change what it/you are wi
of the metaverse-or metanomics-there
rea, Imagine you have an online
you will be able to buy
limited-ecition, digitally branded clothing that you pick after browsing a virtual
Or you may start your av small business, such as an art gallery
where you display your latest and greatest collections, or a virtual private club.
showroom,
OA TMNT (0) | 10)
The metaverse is evolving from two decades of gaming and will be built upon gaming infrastructure
eer ELL
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$450,000 in ETH
Peer oa)
cot Oey SesThe growth of the ownership economy
Metanomics is not a new term or concept. Its origins lead back to 2007 when.
Cornell professor, Rab Bloomfield, hosted a course on the subject in Second
Life. Many ofthe themes Bloomfield covered resonate today, including drawing
parallels between the physical and digital real estat= markets. However, a key
difference today is the ownership economy, driven by the advent of Web 3.0 If
you want to personalize a virtual home, you can purchase an original piece of
art, tokenized asa digital asset. You can even own the land the house is built on.
Ethereum-based platforms like Decentraland, for example, are already selling
Virtual plots that people can develop. Virtual real estate isa growing market
‘The average price of a parce! of land doubled in a six-month window in 2021. it
jumped from $6,000 in June to $12,000 by December across the four main Web
3.0 metaverses.* Partly this growth has been because brands have been buying
tp space so they can create virtual stores and other experiences, In June 2021,
‘one land package in Decentraland was sold for $913,000, with the developer
Every Realm (formerly Republic Realm) turning it into an entire shopping district,
Metaiuku (inspired by Japan's Harajuku shopping district.
Second Life has enabled differentiated experiences
Source Second Lie
$12,000
The average price of a parcel of
virtual land doubled in a six-month
window in 2021. It jumped from
$6,000 in June to $12,000 by
December across the four main
Web 3.0 metaverses"
JnmoreancamonFrom DeFi to DAO
in time, the vit e much ti
inthe physical world, including credit, mortgages and rental agreements.
He i, coli
lending primitives and the composability of blackchain taken-based digit
assets, a next-generation financing company could potenti age digit
clothing as collateral to underwrite virtual land and property mo in
fact, the financing company may nat be a company at all, but instead, a
organizing, mission-based community iat have met at al
in person), also known an (0
'DAO may have seeded its original balance sheet into a mult-signature wallet to
create the mortgages. An additional layer of tokenomics to incentivize certain
participant or creates another level of gamification and
commercialization
Surge in market cap of tokens in major metaverse platforms after
Facebook's rebranding to Meta
EMM)
BECO)
$30,000,000,000
BoA)
[a
Fic cS Td
Poe ost
Cee eyWork in the metaverse
Supply and demand dynamics are driving more people into the meta-economy. °-0
This, in turn, will necessitate the development of new skills and generate
‘new opportunities to make money. Afterall, people will have to develop and
build the products that are consumed in the virtual world~establishing huge
‘opportunities for the creator economy. RTFKT is a virtual shoe designer that has oo
ee ee ee eee ee $18.418
Up to $10,000 a pair. By contrast, some people wil earn their lvings providing, In-game ad spending is set to
virtual party and want musical entertainment, you could hire a singer ar a Dd to
perform. Virtual concerts have the potential to be more profitable than physical
concerts, which deal with barriers such as capacity and parking. Recently, a
‘major concert held in Fortnite was seen by 45 million people" and grossed
around $20 million, including sales of merchandise.** People who otherwise
would not have had access to such experiences, due to geography or cost, can
now participate,
It will be interesting to see how marketing and
advertising pans out, as it is potentially ane of the
biggest segments of the meta-economy, There are
huge opportunities for branding and immersive
ad exaeriences in virtual worlds cue to the mass
audiences available, As with the current generation of
social media companies, advertising is the model that
‘many platforms use to generate revenue. In-game ad
spending is set to reach $18.41 billion by 2027."
‘one ofthe main metaverse platforms, The Sandbox's
brand map, reflecting 200 partnerships
Source: The Sandbox
9 oogetntiesinte Merve JnmoreancamonExpanded opportunities across industries
and countries
itis not just business to-consumer environments that wil benefit. The
metaverse will provide a massive opportunity fr business-to-business
enterprises. Take a manufacturer that is buying new parts for its equipment.
Presently, the process involves receiving a physical brochure or an emailed
POF with static 20 pictues. Inthe metaverse, users could test the products
in avirtual environment at lower cost. Imagine being able to build a comalex
digital twin ofa factory or industrial space at massive scale, and test how One of the great
robotics systems will interact with the physical environment. possibilities of the
metaverse is that it will
massively expand access
(ne of the great possibiltis ofthe metaverse is that twill massively
expand access to the marketplace for consumers from emerging and frontier
economies. The internet has already unlocked access to goods and services to the marketplace
that were prevousi out of reach, Now, workers in low-income countries, for {for consumers from
emerging and frontier
economies.
‘example, may be able to get jobs in western companies without having to
emigrate. Educational opportunities will also expand, with VR worlds being a
low-cost and effective way to access training, With these developments there
will also have to be clear governance,
From a corporate perspective, there are opportunities to massively scale.
Instead of having stores in every city, a major retailer might build a global hub
inthe metaverse that is able ta serve millions of customers. Beyond retailers,
the metaverse will turbocharge the shift in gaming, sports betting and
gambling from cash to crypto. Companies such as Sightline Payments, that
have built infrastructure to support cashless digital gaming for live sports and
casinos, are ideally placed to capitalize on the opportunity as these industries,
rapidly transition to offering experiences to gamers in the metaverse.
4.2. Morgan eam, including co-author Christine Moy
(centen,expiore Metajuku in Decentraland
Source: Decetraand
10 Opperntsia he wetaerse JnmoreancamonNavigating vs. reality
Pee ue en ue ae eu
Br ey
building, self-expression and commerce, key areas need to be further developed and matured, We see these as new opportunities
for t jects, DAOs, businesses, technology providers and financial institutions to flourish and collaborate together in vibrant
ecosystems that address the following areas:
From
Prd Coun OBC Det
raed eg oy
Technology
a techn owth of the metaverse a
persnective, same key imperatives forth
improved performance in avatar movement and environment rendering
Reduction of environment ‘sharding’ so al participants can interact with e
other tive in the
same location
More cap;
city to support complexity in design and interactions
Reduction of local hardware requirements for
mplex interactions with 30 rendering
Expanded accessibility across devices (including mobile)
Development of interoperability or cross-virtual world interactions, and ways to manage
engagement and digital assets across these platforms (think of it ike being able to seamlessly
cchange channels on the television)
Definition of stand
cryptocurrencies, so they can be transferable across various virtual worlds (with potentially
diferent manifestations in each world, eg., the same NFT manifests as a special edition t-shirt
a virtual world but is a uniquely designed vehicle in
ds for digital assets (wearables, objects, brands) and virtual/
video game)
Advanced discovery mé
hings to do, pl
nds or recommendation:
anisms such as the ability to find f
sto visit, and customized virtual goods to s
panded data analytics and reporting for virtual spaces. These will B
‘or commercial and marketing usage and will tra
specifically designated
ck business key performance indicators (this
already exists in some worids, such as Cryptovoxels)
Dey
Pete oatic Commercial infrastructure
Some key elements to support commerce and the meta-economy still need to be
determined and scaled, including:
+ Web 30 virtual world integrations with legacy traditional finance payment rails
(eg, credit cards, pay by bank, debit, automated clearing house/wires)
+ Web 20 virtual world integrations with crypto payments and NFTAligital assets
marketplace commer
+ Single wallet user experience, inclusive of:
‘Web 20 traditional finance payment rails, virtual currencies and virtual assets
~ Web 30 crypto, NFTS and digital assets
Digital identity verifiable credentials, know your customer (KYC)/anti-money
laundering (AML) compliance keys, and reputation points
Multiple aliases to preserve privacy and enable digital freedom
Evolution of virtual/eryptocurrencies and digital asset backed financing and
mortgages through using lending models, or leveraging decentralized finance
(eg,, NFT-collateral backed virtual world mortgages)
+ Creation of cross-border and cross-metaverse foreign exchange and liquidity
solutions
+ improved user experience for mainstream adoptions of nan-crypto/Web 3.0
natives
+ Expansion of solutions and services to support DAO community-based
projects, business venture
‘and investments
be U7
Poo ad
Yat enables expression of your identity with emojs
g Privacy and identity
User identification and privacy safeguards
will be crucial for both interacting, and
transacting in the metaverse.
+ Preservation of one’s ability to have
multiple avatars/identites, with the
addition of
Private KYC/AML-compliant commerce
and payments
Verifiable credentials trat can be
easily structured to enable easier
identification of fellow community/team
members, or to enable configurable
access to varying virtual world locations
and experiences
Prevention against cyberbullying or online
harassment/assault across virtual worlds
+ Expansion of NFT token-gated spaces
to include the creation of private
interactions, discussion and messaging@ Workforce of the future
What will the future of work in the metaverse look like? Some key areas to
consider include:
+ Training new designers and developers with specialization in 3D modeling
of avatars, wearables, objects, architecture and interiors, leveraging virtual
world-specific software development kits (SDKs)
Evolution of content creators and storytellers that can span across virtual
worlds, virtual goods, NFTs, token gates, (varying manifestations of NFTS
across platforms), commerce and communities
+ Redeployment of event producers that specialize in metaverse experiences
(concerts, parties, art showings, community meetings, sports events,
sightseeing and travel)
Creation of community managers focused on creating robust online and
offline relationship-building and interactions to strengthen platform
engagement and stickiness
[Adidas NET project with Bored Ape Yacht Club
(ape indigo Herta)
Source: Adidas
ie Regulation, tax,
accounting and social
infrastructure
‘When it comes to the regulatory
framework that wll covern the metaverse,
there are many open questions that need
to be addressed, including
Paved paths on regulatory tax and
accounting treatment of Web 3.0 digital
real estate/oroperty, and virtual world
commercial transactions
+ Adept navigation of regulatory, tax
and accounting treatment of primarily
Web 20 virtual worlds with Web 3.0
digital assets
Solutions and services to support virtual
Worlds that are globally accessible,
but may be required to adhere to local
jurisdictional requirements and rules in
commerce and payments
Evolution of community governance
(eg. Who sets rules in the virtual
worlds? Who governs?)
JnmoreancamonWhat’s your
‘metaverse strategy’?
Inthe metaverse, some of the existing services and business models we are
familar with will continue to exist, but the metaverse opens a whole new realm
of ways to engage which we expect will lead to uniquely new services and
business models. Not everything in the metaverse will be relevant for every
business. However, there is little downside to taking the opportunity to explore.
Learn
There are many different interpretations of the metaverse, and various angles to
learn about beyond the content here,
Assess
While the metaverse will scale across many industry verticals, evaluate if there
are relevant opportunities for your business.
Create
Gain experience through internal development. Take the opportunity to explore
creative consumer engagement through new channels, services, experiences,
digital goods and assets. Start small and move fast. Test and learn.
Connect
Start building a network of metaverse ecosystem participants. The world is
still small, so high quality collaborations and partnersiiips are still available at
a reasonable level of investment. Connect with a new generation and tap into
alternative talent pools.
Establish
Get your business out there and position yourself to capture the hearts and
minds of tech-forward sub-communities.
Galleryincryptovoxels
Source: consensys
Some key questions to
consider include:
+ How would your business model and/
or averall organization be impacted if
there was more time spent interacting,
transacting and socializing in virtual
worlds? Would there be any impact at all?
+ fyour business and brand were in the
metaverse, what value could you create for
the community? Would you be a participant
or a service provider?
‘+ What are the authentic experiences and
services of my organization that make
sense in a virtual ecosystem?
+ Ifyou are a consumer-facing brand,
is there an opportunity to create new
marketing channels through experiences,
digital goods, sponsorships and a branded
real estate presence?
+ Do you have the in-house talent ta help you
navigate the metaverse? Is there a video
game and/or crypto enthusiast on the team
that you can spotlight and position to help
educate the broader organization?
+ Fyou want to have a presence or create an
experience in the metaverse, do you have
the in-house skillets to doit yourself?
+ Business in the real world remains the
priority. f your business is limited in time and
economic resources, what isthe magnitude
of value accrued from being perceived as a
first mover in an emerging sector?
How important isi to your business to
target a vounger generation audience and
tech-forward sub-communities?
+ Do your competitors have a presence in
the metaverse?
JnmoreancamonOur approach to the metaverse
The success of building and scaling in the met
and flexible financial ecosystem that w'
physical and
allow that interoperability to grow.
fe believe the existing virtual gaming
population
existing gl
tual worlds. Our approach
ape (each
P in-game currency and digit
economy. This is where ou
is dependent on having a robust
allow users to seamlessly connect between the
» payments and financial infrastructure will
‘wal world with its own
sets) has elements that parallel the
tanding core competencies in cras
border payments, foreign exchange, financial assets creation, trading and safeke
inaddi ur nsumer foothold, ¢
Je are building and scaling new emerging technologies to modernize in
business models including but nat limited to
for perpetual innovation and better ways t
inthe decentralized w
TTA MTare Ue) Tay = ta oa =U aT ee Ol) 21 CLL feLe On MAC e-\
Pe TU Su!
providers with bank-grade products
SC ooo Cae ected
+ offering enterprise-grade digital
assets infrastructure alongside more
than half a decade of expertise in
ese eur
Bee ern
Posen ane cegictce Toy
account validation, sanctions
ce aE eee)
era)
DL ee)
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Structure and
enization and digital identity, as we strive
ganize financial transactions and payment
Enabling game and content creators to more
See ea
Toe coe]
pete eT ee)
ee eeu tcy
the complexity, costs and risks involved
Cera)
determining which blockchain protocol to
build on in a time of rapid innovation and
Torey
+ Reducing friction in increasing content
Cee eS
registration, onboarding and KYC
Offering a full sute of payout services
including flexible and configurable virtual
Doe er aun rer
Deira est eet aac Ud
and account validation
Ee
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stored value virtual wallets, flexible
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support more than 120 currencies'*
a)The bottom line
Peers
plosive growth and the continuous innovation of new entrants. However, the costs and risks of engaging early and
consistently in order to build internal intellectual property, develop hypotheses about future business models, and identify ecosystem
Pee eee i a eo Get et en en Uae se
Bet started and to explore this new digital landscape for yourself
Christine Moy,
Managing Di
Global Head of Liink, Crypto & the Metaverse,
Onyx by LP. Morgan
ristine is tasked with setting a comprehensive cross-metaverse and video game ecosystem strategy (across both
Web 2.0 and Web 3.0) for the firm and its various lines of business, designing and driving the development of cutting:
edge technology products, collaborating video game publishers, payments facilitators, developer marketplaces, NFT
systems, and guiding clients on the journey. As one of the founding members of J.P. Morgan's
in/erypto program, Christine created and drove its key initiatives in digit
internet-of-things and digital identity
digital assets ec
bloc
assets, tokenized payments,
Linkedin
Iwitter: @cmovall
Adit Gadgil
Managing Director,
Head of E-commerce and Technology, Media & Telecommunications,
AP. Morgan Payments
Adit is responsible for managing 1P. Morgan's Corporate & Investment Bank (CIB) Technology, Media &
Telecommunications Solutions and Commercial Bank (CB) e-Commerce Solutions pipeline, maximizing strategic
engagement with sales, product and banking teams and representing the ambitions and financial services needs of
J.P, Morgan's global e-commerce clients,
Inkedin
Twitter: @aditgadgi
Special thanks and appreciation to Nicole Parina, Dan Bett
er, Jenny Kent, E
i Novio, Keerthi Moudgal, Alex Littleton, Andrew Keighery, for their contributions and effor
vard Bowyer, Ha
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omar i sccessd january 2022
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"1.9. Morgan, Payment & Cross-urrency oltons.Avalabl at as//nn.omocea.comdsolon/teasury-pavments/eaymentsand-ross-curency'sluons.
‘Accessed February 2022
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