Digital immersive experiences are becoming increasingly popular among users of all ages and backgrounds. These experiences take place in a virtual world called the Metaverse. The term Metaverse refers to a three-dimensional version of the Internet where users can access services such as virtual shops, branded merchandise, concerts, sporting events, classes, and other immersive experiences through virtual reality headsets.

As a prolific new technology, the Metaverse creates economic opportunities while raising complex legal issues. With the rise of NFT technology and amateur and professional gaming, consumers in the digital space are demanding branded luxury, whether real, digital, or both. For example, creating virtual “apparel” for digital characters and avatars combined with real-world products is an effective marketing tool for brands. However, these new technologies are forcing brand owners to implement registration and enforcement strategies to protect their intellectual property rights in the metaverse.

Real-world goods and services vs. digital versions