Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

Interpret Matthew Ball’s new book, “The Metaverse Changes Everything,” and see how the Metaverse is transforming education, life, entertainment, advertising, and industry.

Original title: Matthew Ball, Father of Metaverse Business: How the Metaverse Changed Education, Life, Entertainment, Advertising, and Industry? 》

2021, the first year of the Metaverse. There is no doubt that the Metaverse has set off a huge upsurge around the world. Top international Internet companies have deployed the Metaverse, including Apple, Facebook, Microsoft, NVIDIA, Baidu, Tencent, NetEase and other top companies.

As the Metaverse craze continues to ferment, everyone has different opinions on what the Metaverse is and where it will lead humanity.

In 2022, the father of Metaverse business, and the world’s earliest and most comprehensive trendist to introduce the Metaverse, influenced Zuckerberg and other tech giants, Matthew Ball, the Metaverse definer, to bring his The groundbreaking new book, “The Metaverse Changes Everything,” unveils for readers how the Metaverse will comprehensively change the way we work, live and think.

Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

“The Metaverse Changes Everything”

by Matthew Ball

Publisher: Zhanlu Culture / Zhejiang Education Press

Matthew Ball believes that when we map the future of the Metaverse, we should avoid describing “the 2030 Metaverse” or making any claims about what society will look like when the Metaverse arrives.

The challenge with such broad forecasts is that the forecast is constantly adjusted between now and until that day arrives. He believes that an unforeseen technology will be created in 2023 or 2024, which in turn will inspire new creations, generate new user behaviors, or demonstrate new use cases for the technology, leading to other innovations , changes and applications, etc.

However, there are some areas that may be altered in some way by the Metaverse, and these changes are predictable, at least in the short term. The resulting new experiences will attract millions or even billions of users and billions of dollars in revenue.

With all the caveats in mind, it’s worth taking a look at what these shifts might be.

Metaverse + education, learning scenarios from virtual to present

Education is the area most likely to transform. Education is vital to social and economic development, but the current situation is that educational resources are scarce and distributed extremely unequally.

It is also a prime example of what has been dubbed “Baumol’s Cost Disease,” where “an increase in wages for jobs with higher labor productivity leads to higher wages for jobs with lower productivity growth.”

This is not a critique of teachers’ inefficiency, but reflects the fact that most jobs have become more “productive” economically, thanks to the emergence and development of many new digital technologies over the past few decades.

Compared with almost all other categories, teaching productivity increased by a smaller margin.

While education in the West has long lagged productivity growth, technologists have consistently expected productivity growth in the education sector to outpace most industry benchmarks.

The assumption was that high schools, universities, and especially business schools, would be fundamentally restructured and replaced by distance learning. Instead of sitting in classrooms, many students learn remotely through on-demand video, live classes, and AI-powered multiple choices.

But one of the most important lessons the Covid-19 pandemic has taught us is that “Zoom schools” suck.Learning through screens has many challenges, but in most cases, we think we’re losing more (or saving money) than we could possibly gain.

Crucially, these virtual classes can still be supplemented in a timely manner by a dedicated live instructor.Imagine a “real” Jane Good A, replicated in a virtual environment, guiding students through Gombe Creek National Park in Tanzania, where the teachers in these students’ “home classrooms” join in and further strengthen their personality experience.

The cost of this experience will be a fraction of the cost of a real field trip (to Tanzania, of course), and you may even learn more than a real field trip.

That’s not to say that with VR and virtual worlds, the process of teaching and learning will be easy. Education is an art, and learning itself is hard to measure.

Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

But it’s not hard to imagine that virtual experiences can enhance the learning process, while also expanding learning channels and reducing learning costs. The gap between face-to-face and distance education will narrow, the competitive market for pre-made courses and live tutors and the influence of good teachers and their work will multiply.

The attentive reader will note that such an experience itself does not constitute a Metaverse and does not require a Metaverse.

Education-oriented compelling, real-time rendered 3D worlds are possible without a Metaverse. However, there is clearly value in enabling these experiences to interoperate with all other experiences and the real world.

If users can bring their avatars to these worlds, they are likely to use those avatars more often. If the experiences in their education accounts can be written in “school” and then read and expanded elsewhere, those who learn will be more likely to continue learning and their experiences will be more personalized.

Metaverse + life, completely subverting our way of life

Education is just one of many socially-focused experiences that the Metaverse will transform.

Today, millions of people use digital services to exercise every day, such as Peloton’s live, on-demand cycling lesson videos with gamified leaderboards and high score tracking.

And ftirror, a subsidiary of Lululemon, has more fitness routines that you’ll have a virtual trainer projected through a mirror as you use them.

Peloton has since expanded into real-time rendered virtual games like Lanebreak: cyclists control their wheels to advance and avoid obstacles on fantastic tracks to earn points. This foreshadows what might happen in the future.

Maybe soon, if we sync our morning workouts to Roblox, our avatars will be cycling through the snowy planet of Hoth in Star Wars through the Peloton app on a Facebook VR headset, and we’ll be able to run as we go while chatting with friends.

Mindfulness, meditation, physical therapy, and psychotherapy are likely to undergo similar changes, by combining technologies and equipment such as electromyography sensors, 3D holographic display technology, immersive headsets, projection and tracking cameras to provide unprecedented support, stimulation and simulation.

Metaverse + entertainment, virtual production allows us to re-imagine and experience entertainment

More and more people are hearing that the future of “linear media” such as movies and TV shows is VR and AR. Instead of sitting on the couch in front of a 30 x 60 inch TV screen, we’ll be watching Thrones on a virtual IftAX-sized screen or sitting courtside with a friend next to us. Game or the Golden State Warriors vs. Cleveland Cavaliers basketball game.

Alternatively, we could watch the game through AR glasses, making it feel like we still have a TV in the living room. Of course, movies and TV shows end up with a 360° immersive look and feel. When Travis Bickle asks “are you talking to me”, you can actually stand in front of him or even behind him.

Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

These predictions remind me of how many people have imagined that a newspaper like The New York Times would be transformed by the Internet. In the 1990s, some believed that “in the future” the New York Times would send a PDF of its daily edition to each subscriber’s printer, which would then dutifully print it out before the owner woke up, Thus eliminating the need for expensive printing presses and complex home delivery systems.

More daring theorists argue that the PDF could even cut out parts that individual readers don’t want, saving paper and ink. Decades later, the New York Times did offer this option, but hardly anyone used it.

Instead, subscribers access an ever-changing and never-before-printed digital newspaper, which has no clear chapter divisions and is essentially impossible to read “from cover to cover.” Most people who read news don’t read newspapers at all.

Instead, they get their news through aggregation solutions (such as Apple News) and social media news feeds, which are a mix of countless stories from different publishers and photos of your friends and family.

Future entertainment may involve a similar mix. “Film” and “TV” aren’t going away, just as oral stories, series, novels, and radio shows survive centuries after they were created, but we can expect a combination of film and interactive experiences (often called “games”) There are rich connections.

The Metaverse will also bring new experiences to other types of entertainment.

From December 2020 to March 2021, Genvid Technologies hosted a massive interactive live event called Rival Peak on Facebook Watch. The event featured a virtual mashup of American Idol, Big Brother and Lost.

13 AI contestants are stranded in a remote region of the Pacific Northwest, and viewers can watch them interact, fight for survival and solve mysteries through dozens of cameras operating 24 hours a day for 13 weeks.

While viewers don’t have direct control over a given character, they can still influence those characters in real-time – providing heroes or creating obstacles for villains by solving puzzles, participating in AI character selection, and voting on who gets kicked out of the island.

Despite the rough visuals and creativity, “The Peak” foreshadows what the future of live interactive entertainment might look like, that is, not supporting a linear story, but co-producing an interactive story.

Metaverse + Advertising, Seize the Blue Ocean of New Growth Opportunities

For the past 60 years, virtual worlds have been largely ignored by advertisers and fashion houses.

Today, less than 5% of video game revenue comes from advertising. In contrast, most major media categories, such as TV, audio (including music, talk radio, podcasts, etc.) and news, generate 50% or more of their revenue from advertisers, not viewers.

While hundreds of millions of people entertain themselves in virtual worlds every year, brands like Adidas, Moncler, Balenciaga, Gucci, and Prada are only just realizing that virtual worlds deserve attention. This situation needs to change.

Advertising in a virtual space is difficult for several reasons.

First, the gaming industry was “offline” for the first few decades, and each game took years to make.

Therefore, updating in-game ads is not feasible, which means that any built-in ads may become outdated quickly. That’s why there are usually no ads in books other than those promoting the author’s other works, but newspapers and magazines have historically relied on them.

For most readers, Ford doesn’t pay much for an ad that promotes an older vehicle “configured” (an impression Ford might consider harmful).

However, current video games are no longer limited by such technologies, as they can now be updated in real-time via the internet, but the cultural influence remains.

With the exception of casual mobile games like Candy Crush, the gaming community is largely unfamiliar with in-game advertising and has a strong resistance to advertising. Although TV, print, newspaper, and radio users don’t like the ads that often appear in these mediums, ads are always part of the experience.

The bigger problem may be determining what an ad is or should be in a real-time rendered 3D virtual world, and how to price and sell it.

For most of the 20th century, most advertising was negotiated and delivered individually. That is, a company like P&G would team up with CBS to have the ivory soap ad in the second ad slot on I Love Lucy at 9 p.m. For the first advertisement, Procter & Gamble needs to pay a certain advertising fee for this.

Today, most digital advertising is done programmatically.

For example, advertisers will say who they are targeting with what type of ad (a banner poster, a business-provided social media post, a business-provided search result, etc.) and will view by user clicks or ad views The time is charged to the merchant.

Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

Finding core “ad units” for 3D rendered virtual worlds is a challenge.

Many games have built-in billboards, including the Manhattan-based PS4 game Marvel’s Spider-Man, and the cross-platform hit Fortnite. However, their implementations are completely different. These posters can vary in size several times, meaning different images may be required (while Google Ad Words has no screen size requirements).

In addition, players may pass these posters at different speeds, in different moods (a leisurely walk or an intense firefight), and may be located at different distances from the posters. All of this makes it difficult to evaluate any in-game billboards, let alone buy them programmatically.

There are many other potential ad units in the virtual world—ads played on in-game car radios, virtual soft drink brands similar to real-world beverages, but these are more difficult to design and measure.

Then there’s the technical sophistication of inserting personalized ads into the sync experience, determining when an ad should be shared with your friends or not, etc. (it would make sense for all players to see the banner for the next Avengers movie, but It may not make sense if you see an advertisement for a ointment).

AR ads are easier conceptually because the canvas of the ad is the real world rather than a myriad of virtual worlds, but it can be more difficult to execute. If users see a slew of silent or obtrusive ads superimposed on the real world, they’ll replace those headsets. At the same time, the risk of accidents caused by these advertisements is also high.

In the United States, for over a century, advertising spending has been between 0.9% and 1.1% of GDP (excluding the two world wars). If the Metaverse is to become a major economic force, the people who spend money on advertising will have to find a way to relate to it, and advertising technology should ultimately know how to provide and adequately measure delivery into the countless virtual spaces of the Metaverse. and programmatic ads in objects.

If today’s brands can’t meet this need, they will be replaced by new ones.

In addition, the Metaverse will put pressure on brick-and-mortar sales for Louis Vuitton, Balenciaga, and others. If more work and leisure activities take place in virtual spaces, then we need less money and may spend less on what we need.

But to do so, these brands may use their physical sales to promote and enhance the value of their digital brands. For example, someone who buys a physical Brooklyn Nets jersey or Prada’s bag may also receive the right to use a virtual bag or NFT simulacrum, or receive a discount on the purchase.

Or maybe only those who purchased “designated items” can get a digital copy. In other cases, digital consumption may drive physical consumption. After all, our identities are not purely online or offline, physical or metaphysical. They will persist, just like the Metaverse.

Metaverse + Industry, Open the Future of Smart Manufacturing

The Metaverse will start with consumer leisure activities and then move into industry and enterprise, not the other way around like the previous wave of computing and networking.

But expansion into industry will be slow. The technical requirements for simulation fidelity and flexibility in this field are much higher than for games or movies, and success ultimately depends on re-educating employees trained on existing software solutions and business processes.

Most “Metaverse investments” will initially be premised on a hypothetical form rather than best practice, meaning that investments will be limited and profits tend to be minimal. But ultimately, based on the current internet, much of the Metaverse and its revenue will be out of sight of the average consumer.

Matthew Ball, Father of Metaverse Business: How will the Metaverse change the way we work, live and think?

Take Water Street, a 56-acre, 20-building, multibillion-dollar redevelopment in Tampa, Florida, USA.

As part of the project, the strategic development partners produced a 17-foot-diameter 3D printed and modular scale model of the city, which was then captured by 12 5K laser cameras based on data on the city’s weather, traffic, population density, and more. Information about the projected 25 million pixels.

All run through Unreal Engine’s real-time rendering simulation, which can be viewed via a touchscreen or VR headset.

Although these examples focus on so-called “architecture, engineering, and construction”, the ideas are easily reused in other use cases. 3D simulations have been used by militaries around the world for years, and the U.S. Army signed a more than $20 billion contract with Microsoft for HoloLens headsets and software.

The utility of digital twins in aerospace and defense companies is also evident (perhaps scarier than the military’s use of virtual reality). More promising are the pharmaceutical and healthcare industries. Just as students can use 3D simulations to explore the human body, so can doctors.

In 2021, Johns Hopkins neurosurgeons performed the hospital’s first AR surgery on a patient. “It’s like a GPS navigator that comes very naturally in front of your eyes, so you don’t have to use a separate You can see the CT scan of the patient on the screen.”

While the technical limitations of today’s AR and VR devices undoubtedly limit their use in surgery, even a slight impact can justify their high price and we should use them.

We are truly entering the era of Metaverse from the era of big data, and the Metaverse has completely subverted our lives, work and thinking. Whoever enters the Metaverse first will win the future first.

“Metaverse Changes Everything” is a thought-provoking cutting-edge and groundbreaking work that not only shows how the Metaverse has revolutionized every industry, from education to lifestyle, from consumer industry to industry, from fashion products to film and television production, It is all-encompassing; and shows the fusion of technology, society and creativity, it is the book of the future that everyone living in this era should read.

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