Marketers, you’re missing the obvious opportunity again. While you’re busy optimizing for Instagram ads and debating TikTok strategies, you’re completely neglecting the digital spaces where Gen Alpha is living, playing and engaging. You’re missing them in the metaverse. But not the futuristic hype machine with VR goggles and Web3 buzzwords — the real metaverse that’s quietly been thriving under your noses.
Here’s the truth: the metaverse never disappeared. It wasn’t a passing fad or a speculative bubble that burst alongside the worst actors of Web3. It’s alive, evolving and has quietly become the dominant mode of digital engagement for an entire generation. Gen Alpha doesn’t just dabble in virtual worlds; they spend hours there every day. Roblox, Fortnite, Genies and other immersive platforms are where they build relationships, express their identities and consume content. This isn’t a trend — it’s their reality. And marketers? You’re nowhere to be found.
The Myth of the Metaverse Bust
Let’s address the elephant in the room: the metaverse as you imagine it — 3D meeting rooms, speculative crypto art and the Miller Lite bar — was never the real thing. That version flopped because it was designed for hype-driven investors or Cannes Lions, not users. What emerged instead were ecosystems where young users create, connect and consume in ways that blow past the passive scroll of traditional social media.
Even Web3 never actually disappeared. Crypto might have had its hype phase, but Bitcoin’s value today is nearly double what it was during crypto’s so-called height. Similarly, the metaverse platforms where Gen Alpha lives weren’t derailed by market speculation; they quietly became the true social networks. And these aren’t spaces for passive media consumption — they’re about community, interaction and identity.
For Gen Alpha, the metaverse isn’t a “future thing.” It’s their daily reality. They’re clocking an average of 3-4 hours per day on platforms like Roblox and Fortnite — 43% more time than they spend on TikTok and YouTube combined, according to Gamefam.
Yet marketers have largely ignored this shift, burned by early metaverse missteps or convinced it was all just a fad. Sound familiar? It’s the same hesitation we saw when social media first emerged, and older marketers couldn’t grasp how to engage authentically in new digital spaces. So they just ignored it completely, leaving out the younger, growing segment in the marketplace.
“Branding an entire internet generation around the word ‘metaverse’ was problematic — it became synonymous with Zuck’s avatar and ruined the concept,” says Genies CEO Akash Nigam. “Now, say the word and people cry; skip it, and everyone applauds. The word may be canceled, but the innovation isn’t.”
The True Social Network
The metaverse isn’t “social media.” It’s a social network in the truest sense. It’s about connection, not consumption. These platforms allow Gen Alpha to build relationships, participate in communities and create identities through avatars, virtual goods and immersive experiences.
And here’s the kicker: this kind of engagement puts traditional social media to shame. Participation isn’t just scrolling through endless Instagram feeds, viewing troll-like comments or watching algorithm-curated videos on TikTok; time spent is much more meaningful. Users actively build, explore and interact in digital worlds that feel real to them. It’s high-engagement, high-intensity and high-loyalty — and you’re missing it.
Smart brands like Nike, Nickelodeon and Headspace have already made themselves at home in these worlds. Nikeland is thriving in Roblox with more than 35 million visitors. Nickelodeon’s IP within Fortnite is a great example of how brands can establish relevancy in these worlds. Earlier this year, Headspace XR in the Metaverse took their meditations and mindfulness to VR to offer users a playground for their minds to enjoy alone or connect with friends. With a growing global wellness industry worth over $6 trillion, it’s a smart move to connect with younger generations through mental health.
Branded virtual goods, custom avatars and unique interactive experiences allow brands to show up in authentic ways that resonate with users. But most of you can’t conceive of it because you’re still treating this like 2015 and wondering how to cram a banner ad into these spaces.
The opportunity here isn’t just about visibility; it’s about being part of the culture. In a market saturated with influencers, the metaverse is where the real influence lies. It’s the future, not because it’s a shiny new thing, but because it’s where Gen Alpha already is. If your brand isn’t there, they won’t miss you — they’ll forget you.
The Wake-Up Call
Marketers, it’s time to shake off the burnout from past tech cycles and recognize the opportunity right in front of you. Yes, the metaverse requires learning a new playbook, but that’s always been the price of entry for innovation. Remember when social media took years for older marketers to understand? This is the same story — but the stakes are higher.
Gen Alpha’s attention is here, now. Their time and engagement are here, now. It’s not about predicting the future anymore. The metaverse is happening. If you wait to engage until it’s comfortable, you’ll be too late.
Get uncomfortable. Start experimenting. Start investing. Because Gen Alpha isn’t waiting for you.
Dan Gardner, is co-founder of Code and Theory. He is an expert at spotting the change happening right before your eyes. To learn more, read:
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