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How retail brands in the UK can connect with young audiences in the metaverse

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Successful branded content in the metaverse: 3 insights into young people embracing the metaverse to consider in your digital marketing strategy

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1. 86% of kids and Young Teens (6-16) in the UK interested in clothing would rather choose a product with a logo over one without.

Young audiences welcome brands into the games they play. Kids and Young Teens have shown they are not only open to buying branded items, but are also interested in which activations are coming from specific brands.

Key brand takeaway: Don’t be afraid to be bold with your metaverse brand activations. Young audiences appreciate the exclusivity associated with branded items and are excited by content that they can share and talk about with their friends.

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2. 66% of UK young audiences have bought metaverse items, such as power-ups or clothing, for their avatars.

Avatar customizations enable brands to create a deeper connection with younger audiences looking to express themselves. In-game currency is also a popular item for purchase among UK kids and Young Teens. This kind of activation also requires significantly fewer resources than building a game, making it a good option for brands.

Key brand takeaway: Consider offering unique items that players cannot get anywhere else. Youth audiences are likely to spend money on avatar customization, making that an easy place to start for retail brands looking to engage with young people.

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3. 71% of young people in the UK agree that a company giving them something for free in a game would get their attention.

A free item not only gives the player a sense of ownership but also develops a connection between them and the brand. Young audiences will enjoy being associated with brands that give them free in-game items.

Key brand takeaway: Understanding the emotional drivers of loyalty among youth audiences is crucial for meaningful connections in the metaverse. Don’t miss out on the opportunity for kids and Young Teens to learn about, experience, and own your brand inside the metaverse through actions that foster loyalty.

Did you know?

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71% of kids and Young Teens in the UK that are interested in clothing are messaging their friends at the same time they’re playing games on platforms like Minecraft and Roblox.

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More than half (53%) of UK youth audiences interested in fashion play metaverse games with friends just as much as they play by themselves.

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As audiences age, social connection becomes more important, and the components of their metaverse extend. When playing a game, kids and Young Teens are also watching videos on YouTube and listening to music.

Download our free report on creating branded metaverse content that kids, tweens, and Young Teens want to see

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