John Lewis and Nike enter the metaverse with immersive online experiences

Virtual Nikeland on Roblox gaming platform

John Lewis has teamed up with ITV to create an immersive digital experience on multiplayer game Fortnite, while Nike has unveiled a virtual world called Nikeland on gaming platform Roblox.

There is growing interest in the metaverse from the world of retail. The metaverse looks set to take the form of platforms that unlock a connection between the physical and virtual worlds, allowing people to inhabit a digital environment through the presence of a customisable avatar.

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