Enter The Metaverse Era, Nike Creates NIKELAND On Roblox

Bike wants to successfully enter the Metaverse era. (photo credit: pixabay)

JAKARTA - Nike Inc on Thursday, October 18 revealed a virtual world modeled after its headquarters on the video game platform Roblox Corp, becoming one of the first major brands to enter the "metaverse".

The digital space, called "NIKELAND", allows players to equip their avatars with special Nike products and is free for anyone on Roblox to visit.

Visitors can now play "Tag", "The Floor Is Lava" and "Dodgeball" on the platform, which also allows creators to design their own mini-games from interactive sports material.

Metaverse, the buzzword in the tech industry after Facebook changed its name to Meta Platform Inc, is a shared virtual world where people in avatar forms can interact with others, enjoy concerts, and shop digitally.

The global metaverse market is expected to reach 6.16 billion US dollars (IDR 87 trillion) in 2021 and 41.62 billion dollars (IDR 591 trillion) in 2026, according to research firm Strategy Analytics.

"Nike created this bespoke world against the backdrop of its world headquarters and within Roblox's immersive 3D space, building on its goal of turning sport and play into a lifestyle", the sportswear maker said.

At NIKELAND, visitors can use the accelerometer on their mobile device to transfer offline motion to online play, enabling real-life movement in the digital space.