Instead of having to fly directly to Qatar, fans can "fly" to the digital stadium and buy digital souvenirs here.
The virtual universe (metaverse) is part of an effort to promote the latest technological keywords of the largest football organization on the planet. In 2010, FIFA broadcast some matches using 3D technology. In 2018, virtual reality experience is the keyword. And 2022 is a virtual universe.
Accordingly, fans can go to the virtual airport, wait a few hours to fly to Doha, visit the digital version of Lusail stadium and shop for souvenirs at stores near the World Cup village. They can then use these souvenirs to decorate their virtual home with their favorite team's colors.
Lusail Stadium in Qatar. Photo: Yahoo
This digital journey is powered by Upland, a virtual universe platform based in Mountain View, California, a FIFA partner company that provides blockchain-based virtual universe experiences in this tournament.
Upland is not the only FIFA partner providing a digital environment with a lively football theme associated with the World Cup, a football festival starting from November 20. Roblox Corp also built a colorful world of technology where fans can participate in a game that combines soccer and bowling.
"The younger generation is gradually moving away from social networks to participate in games in a 3D environment," said Dirk Lueth, co-founder and co-CEO of Upland. As a result, companies and organizations like FIFA realized that “if they want to attract this audience, they need to be in that space.”
Upland's virtual universe simulates and combines many elements of real life, for example, users still spend money and time to travel in the metaverse, about 5 USD/flight, 1/5 of the time compared to reality.
With the World Cup event, fans participating in the metaverse can collect and exchange digital items and accumulate points, which can be redeemed for other rewards, such as video clips of goals and moments other important part of the match.
Viewers will be able to visit the digital version of Lusail Stadium. Although they cannot go inside, they can observe from the outside and explore the surrounding digital stores.
“The average person is not going to buy a ticket to a game,” said Lindsay Aamodt, Upland's director of marketing. “But they will have an interesting experience in the metaverse.”
(Bloomberg)
