Gamers uncomfortable with the idea of advertising in Metaverse

Arathi Nair
Arathi Nair July 21, 2022
Updated 2022/07/21 at 2:25 PM

The idea for the metaverse was first presented in Neal Stephenson’s novel Snow Crash, which merges virtual environments with social interaction and transactions. The metaverse seeks to add the capability of monetisation, powered by the strength of cryptocurrencies and advertising. However, a recent Globant survey found that few players desire to see adverts in the metaverse.

In the survey, more than 35% of participants claimed to be at ease with the idea of advertising in a metaverse setting, compared to 25% who stated to be undecided and 40% who stated to be uncomfortable. 1000 adult PC, console, and/or mobile players in the US responded to the survey, which was performed in May 2022.

Does “free” matter in the metaverse is the main question. Maybe. Just under half (44%) of those polled said they would tolerate advertising in the metaverse in exchange for free access to applications, games, or locations.

Privacy concerns are shared by users in the metaverse. According to the survey, nearly half (46%) of respondents said they would feel uncomfortable with these measurements when asked explicitly about the tracking of the head and eye movements.

Other data pertaining to play-to-earn games were described in the Metaverse Awareness Survey. In metaverse games, around half of players are more interested in “playing” than “earning,” yet a sizable portion of players perceive value in combining playing and earning. However, only 11% are more interested in earning money, with at least 49% preferring to play. Nearly 40% of players want to mix playing and earning both in metaverse games.


A majority of players (41%) think the metaverse will have a good impact on the video game industry, while just over half (52%) believe the it will change the video game industry (vs. 25 per cent who disagree). In reality, 40% of respondents believe the hype around this gaming is justified, however 30% of respondents weren’t sure.

Only 16% of respondents who were polled said they had purchased NFTs, leaving the great majority (81%) of respondents to indicate they had not. Nearly half of respondents said they were not interested in carrying out bitcoin transactions, but slightly more than one-third said they were. Men and people between the ages of 18 and 44 showed more interest in these transactions.

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