The future of licensed brands in the metaverse
It all starts with e-mail accounts. People have dozens of emails for every type of connection that they want to make on the internet. There is the company email, which is your business personality. There is a personal spam email, which suits to get to fill bullshit forms. There is alt email, which suits for the day by day emails activities, and there is private email, that suits as your main account.
Every time people choose the email account to interact with something or someone, people click into another world, another personality, other words, another completely different environment.
People are creating different personalities for years, without noticing.
After that, we have avatars…
Avatars are symbols of this personality. You can use a boring selfie for your work environment and a very psychedelic monster in your Playstation login.
So now we have a technology that is going to provide a way that make your avatar real* (in some specific reality). People can be, not just themselves, but various versions of themselves. You can see yourself as a huge strong beast in a place, and a colorful fairy in another.
Your avatar is free to exist in any form, how would you shape it?
After that, what would it wear? If it wears something, what kind of brands would you want your avatar to use?
Are you going to care if that piece of avatar skin is original? (meaning: exists with the authorization and license from the real life owner of the brand)
So, we get to the problem.
What is original in the metaverse, if we are not going to have a central place for IP claims?
Can I open a Lacoste store in the metaverse, copying everything on the Lacoste design and say that I own Lacoste in the metaverse? Yes. Is it cool? No. But if somebody did it, to whom Lacoste would complain?