A new analysis confirms that branded tokens and virtual goods are rapidly gaining traction within metaverse ecosystems, signaling a major evolution in how the sector is monetized beyond gaming and speculation. Companies are increasingly integrating their physical product lines into the digital realm by selling digital twins of items like clothing, sneakers, and accessories, which users can purchase for their avatars. This strategy is driven by the desire to enhance customer engagement and create new, high-margin revenue streams that appeal to the Gen Z and Millennial demographics.
The monetization strategy extends to token-gated access and advanced loyalty frameworks. Brands are issuing specific tokens or Non-Fungible Tokens (NFTs) that act as digital membership keys, granting holders exclusive access to premium virtual stores, limited-edition product drops (digital and physical), and private experiences inside immersive virtual stores. This model transforms traditional loyalty programs from simple transactional points systems into a Web3-based ownership model, creating a deeper emotional bond between customers and the brand’s digital ecosystem.The trend underscores the increasing importance of tokenization in retail, where digital ownership and blockchain technology verify authenticity and create transferable, often valuable, digital assets. Firms like Nike (with Cryptokicks) and Gucci are leading the way, demonstrating how the convergence of immersive commerce, digital tokens, and virtual experiences is becoming a core part of retail and brand loyalty strategies.
