Metavertising // Metaverse Marketing

Ely Santos
  • 5.0 (2)
  • MARKETING
  • UPDATED MONTHLY

How is marketing going to be in the metaverse? How are we are going to use it? How can marketers ensure that they're exploring possibilities to the fullest? All of these questions (and more) are being answered in my podcast, Metavertising. With many special guests from across the globe, each one with their unique skills, to help us understand the metaverse better, so that we can make sure we are exploring this next step of technology and internet to the fullest.

  1. 12/01/2025

    #51 - Next Marvel From Roblox? IP, Brainrot & Brand Playbooks w/ James Purell

    Is the next $500M entertainment franchise hiding inside a Roblox game your kids are already playing? In this Metavertising episode, Ely Santos sits down with James Purell — founder of Building Blocks, Roblox verified creator, and the mind behind one of the largest Roblox news accounts @RBXevents_ — to unpack how games like Steal a Brain Rot, Grow a Garden and Dress to Impress are quietly becoming the new Marvel-style IP factories. They dive deep into what brands get wrong on Roblox, how UGC worlds beat traditional ad formats, and why the smartest move for IP owners might be to partner with fan-made games instead of shutting them down. 🔊 In this episode, you’ll learn: Why James believes the next Marvel-level IP will emerge from UGC gaming—and why Roblox outpaces Minecraft and Fortnite for this. The Roblox numbers that matter: 112M+ DAU, record-shattering CCU peaks, and more players than all consoles combined. How a Roblox game can evolve into animated YouTube series, toys, plushies and eventually Netflix/Hulu deals—without starting with a massive budget. The “MVP startup way” to build IP: test fast with simple mechanics, AI-generated assets, then polish once the core loop and audience are proven. Why most brand-built Roblox worlds flop—and how to win instead by integrating into existing hits (think: Bridge Battles x Coca-Cola-style collabs). The simple core loop rule: how games like Plants vs Brain Rot remix proven mechanics instead of reinventing the wheel. Metrics that actually matter for brands: session time, engagement and brand interaction minutes, not just vanity visits or CCU spikes. How Adidas, Minions and Blue Lock became case studies in doing it right—by collaborating with creators, embracing culture, and even legitimizing “unofficial” fan games. Why Roblox is one of the only platforms where your brand can both advertise AND generate direct revenue from the experience itself. Whether you’re a CMO thinking about Gen Alpha, a game studio eyeing transmedia IP, or a brand wondering if Roblox is “worth it,” this episode gives you a brutally honest, battle-tested playbook. 🔗 Connect with JamesLinkedIn: James PurellX / Twitter (Roblox news & events): @RBXevents_ 🔗 Connect with ElyLinkedIn: Ely Santos 🎧 Enjoying Metavertising? Hit Follow, leave a ⭐⭐⭐⭐⭐ review, and share this episode with someone on your team who still thinks Roblox is “just a kids’ game.” #Metavertising #Roblox #UGCgaming #GenAlpha #BrandIP #MetaverseMarketing

    39 min

  2. 10/22/2025

    #50 - Meta Ray-Ban Display & Meta Connect w/ Tom Krikorian

    Meta Connect had hiccups—but did it just spark the mainstream AR era? XR developer Tom Krikorian (Studio 84) joins Ely Santos to unpack first impressions of Ray-Ban Display, why the EMG wristband is the real breakthrough, and what devs need before this market explodes. We get candid about Horizon Worlds, Meta’s SDK (or lack of it), and Apple’s tight ecosystem + on-device AI advantage. In this episode: Hands-on with Ray-Ban Display: one-eye HUD, real-world navigation, where it shines—and where it strains. The wristband wow-factor: finger-level intent control that finally feels ready for prime time. Developer reality check: unstable stacks, shifting roadmaps, and why an SDK + clear monetization path are non-negotiable. Meta vs. Apple: open ambitions vs. end-to-end optimization (iPhone, processors, on-device AI). Who’s better positioned? Early use cases that actually stick: notifications without the phone, live captions, travel translation, and accessibility. The Horizon Worlds debate: chasing Roblox—or losing the VR plot? Guest: Tom Krikorian — visionOS/XR developer, Studio 84; Host: Ely Santos — Metavertising Podcast. If you’re building for XR—or betting your brand on the next wave of consumer wearables—this is your field guide to what’s real, what’s hype, and what’s coming next. 🎧 Enjoyed this convo? Tap Follow, rate ⭐⭐⭐⭐⭐, and share with someone who still thinks AR glasses are “years away.”#AR #XR #AppleVisionPro #RayBanDisplay #Metavertising

    49 min

  3. 07/23/2025

    #49 - Design Like Tony Stark: XR, AI & Industrial Metaverse w/ Ben Widdowson from Siemens

    🛠️ Design Like Tony Stark: XR, AI & the Industrial Metaverse with Siemens’ Ben Widdowson Think Jarvis-style voice commands and holographic prototypes are still sci-fi? 🚀 In this episode, host Ely Santos sits down with Ben Widdowson—Head of Marketing for Immersive Engineering at Siemens—to break down how extended reality, real-time CAD, and AI copilots are already reshaping the way Sony and other manufacturers build the products you love. 🔊 Press play to learn: Why the “digital thread” matters—and how breaking it kills speed, quality, and sustainability. Sony’s secret weapon: a headset + software stack purpose-built for engineering, not gaming. 25 % productivity? Try weeks-to-minutes. Real-world wins in automotive, furniture, and consumer electronics. From desktop to design cave: what true-scale digital twins do that 2-D screens never can. Voice-controlled CAD & generative-AI prompts—how close we are to full Jarvis workflows. The hardware roadmap: smart glasses vs. “heavy-lift” headsets (and where each one wins). Whether you’re a product designer, XR dev, or marketer chasing the next tech wave, this conversation is your cheat-code to the industrial metaverse. Connect with Ben → LinkedIn @ Ben WiddowsonFollow Ely → LinkedIn @ Ely Santos 🎧 Enjoying Metavertising? Tap Follow, leave a ⭐⭐⭐⭐⭐ review, and share the episode with a friend who still thinks XR is “just for gamers.” #IndustrialMetaverse #XR #AI #ProductDesign #Siemens #Sony #Metavertising

    36 min

  4. 06/25/2025

    #48 - Roblox as an Animation Platform w/ Will Bryan from Yessir Media

    🎮 From Roblox to Record-Breaking Reach: How Brands Can Win Gen Alpha with Animation Think Roblox is “just a game”? Think again. In this episode, host Ely Santos sits down with Will Bryan—co-founder of Yes Sir Media and indie-film-turned-metaverse storyteller—to reveal why the blocky platform may be the most cost-effective, culture-native way to launch IP, super-charge YouTube retention, and spark the next Skibidi-level phenomenon. Hit play to learn: Why Roblox’s “janky” graphics actually outperform AAA visuals with kids—and how studios are turning that quirk into comedy gold 🎨 The YouTube blueprint Will swears by: killer hook, mid-episode peak, 30-second pattern breaks & a cliff-hanger that demands the next click ⏩ How brands can adapt legacy IP—or launch something totally new—without tripping over Roblox’s TOS or losing creative control 📜 The secret “meme flywheel” that turns episodes into TikTok-ready moments fans remix, repost, and make their own 🔄 What it will take to birth “the next Skibidi Toilet”—and why bravery beats formula every time 🚀 Whether you’re a marketer hunting fresh channels, a studio chasing faster pipelines, or a creator dreaming of billion-view fame, this conversation is your cheat-code to metaverse-first storytelling. 🔗 Connect with Will on LinkedIn🔗 Follow Ely on LinkedIn 💡 Liked the episode? Rate, review, and hit Follow so you never miss the trends redefining Metavertising. #MetaverseMarketing #RobloxAnimation #GenAlpha #BrandStorytelling #PodcastSEO

    35 min

  5. 05/28/2025

    #47 - How XR + AI Deliver Real-World ROI w/ Jeremy Dalton

    Is XR yesterday’s buzzword? Not if Jeremy Dalton has anything to say about it. The accountant-turned-immersive-tech lead who launched PwC’s first global VR/AR team sits down with host Ely Santos to strip away the hype and show where extended reality is already cutting costs, unlocking new revenue and teaching 150 000 students at scale. 🎧 Hit play to discover: 🔄 The XR-AI feedback loop that spawns worlds on demand, tailors UX in real time and personalises corporate training programmes. 🕶️ Why UX—not hardware power—is today’s adoption bottleneck, and how Meta Ray-Bans and omnidirectional treadmills hint at the next big form-factor win. 💼 A CEO-friendly take on true ROI: cost, compliance friction and the single metric execs really care about. 🎢 Location-based VR as the “arcades of the 2020s” and the gateway to mass consumer buy-in. 📚 Jeremy’s upcoming Reality Check (2nd ed.) and his quest to open the world’s first immersive-technology museum—featuring artefacts dating back nearly 200 years. “Even if you max out AI, you still need XR—and vice-versa. Diversify your tech stack like you diversify your investments.” — Jeremy Dalton Tap FOLLOW, and share with a colleague still stuck in the hype cycle. And don't forget: Keep up with host Ely Santos on LinkedIn for more metaverse‑marketing insights.

    40 min

  6. 05/07/2025

    #46 - Beyond Lenses: Is AR the Future? w/ Andrew Seleznov from Snap

    What if finding your friends at a 90‑acre music festival was as easy as glancing through your glasses? 🕶️ In this episode of The Metavertising Podcast, host Ely Santos sits down with Andrew Seleznov, Head of AR Production at Snap’s Arcadia Creative Studio, to explore how augmented‑reality wearables are moving from bunny‑ear fun to real‑world problem‑solving. Festival‑grade AR navigation – how Snap and Live Nation built a “find‑my‑friends” lens that scales to 16 global events. Snap Spectacles as a dev kit – why Snap puts headsets in creators’ hands first (and how you can get one). Utility over novelty – automotive showrooms in your driveway, smart plant care, and other day‑to‑day use cases that will sell AR to the masses. The business model question – subscriptions, feature bundles, and the frameworks still waiting to be invented. Privacy & culture – balancing always‑on cameras with social comfort and new etiquette. AI meets AR – the hardware‑software‑AI “perfect storm” that’s making lightweight, high‑fidelity glasses possible sooner than you think. “We’re at the very beginning of a new era, just like smartphones in 2007. Developers who dive in now will own the expertise everyone needs tomorrow.” – Andrew Seleznov Whether you’re a marketer chasing the next big engagement channel, a developer hunting green‑field territory, or just AR‑curious, Andrew’s insider view on hardware roadmaps, community‑driven R&D, and the challenges still to crack will give you a front‑row seat to the coming spatial wave. Links & shout‑outs Follow Andrew Seleznov on LinkedIn for hands‑on demos and dev tips Keep up with host Ely Santos on LinkedIn for more metaverse‑marketing insights Hit subscribe, rate the show, and share this episode with the one friend you always lose at festivals—because the future is about to make that impossible.

    40 min

  7. 01/29/2025

    #45 - AI for XR: The Future of Immersive w/ Daniel Marqusee

    How do AI and XR intersect to create the next generation of immersive user experiences? In this episode of the Metavertising Podcast, host Ely Santos sits down with Daniel Marqusee, a Silicon Valley product designer with 12 years of experience at companies like Audi, LinkedIn, and Meta. Now focused on XR and AI at Bezi, Daniel shares his journey and provides a glimpse into how artificial intelligence is reshaping extended reality. Together, Ely and Daniel explore: Designing for AI vs. Designing with AI – Why the shift from “narrow rails” to “dynamic flows” changes everything AI-Driven Infrastructure – How local vs. cloud-based AI impacts development and adoption XR User Experience – Balancing ergonomics, motion sickness, and intuitive interfaces in AR/VR Microservices & Marketing – The future of ads, monetization, and how AI could unlock new revenue streams for entrepreneurs Real-World Use Cases – From real estate walkthroughs to seamless on-the-go experiences If you’re curious about the massive opportunities at the intersection of AI and XR—and how it will shape marketing, user experience, and beyond—this conversation offers the insights you need. Connect with Daniel YouTube LinkedIn Connect with Ely LinkedIn Tune in and discover how AI-driven XR experiences will transform our digital and physical worlds!

    38 min

  8. 01/15/2025

    #44 - The Value/ROI of Immersive for Brands w/ Andrew Klein from Publicis

    Ready to discover how leading brands like Lunchables, MasterCard, and Sephora are pioneering immersive marketing experiences? In this episode of the Metavertising Podcast, host Ely Santos sits down with Andrew Klein, SVP of Creative Technology at Publicis Media, to explore the cutting edge of AI-driven advertising, 3D content, and multiverse activations. Andrew shares his decade-plus experience at the forefront of digital innovation, revealing how brands can leverage emerging tech—like Roblox, Fortnite, Apple Vision Pro, and augmented reality—to captivate audiences and spark meaningful connections. From creating interactive, family-friendly AR campaigns for Lunchables to developing a fully immersive “Sephora Universe,” Andrew breaks down the core ingredients of building seamless, engaging virtual experiences. You’ll hear how Publicis Media’s unique “creator-meets-strategist” approach helps clients integrate 3D assets, NFT rewards, and AI chatbots—without overwhelming users with buzzwords. Andrew also tackles the importance of constructing 3D pipelines, shares tips for reducing friction, and highlights how Gen Z and Gen A are redefining brand engagement inside digital worlds. If you’re curious about the rise of Web3 marketing, the potential of GenAI to turbocharge creative ideation, and the strategic steps to future-proof your brand in the rapidly evolving metaverse, this conversation is a must-listen. Join Ely and Andrew for a deep dive into next-gen marketing—and learn how to transform your products, campaigns, and brand storytelling with immersive technology. Follow Andrew Klein: LinkedIn: Andrew Klein Connect with Host Ely Santos: LinkedIn: Ely Santos Tune in now to equip your brand with the insights it needs to thrive in the intersection of marketing, tech, and endless virtual possibilities!

    48 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

How is marketing going to be in the metaverse? How are we are going to use it? How can marketers ensure that they're exploring possibilities to the fullest? All of these questions (and more) are being answered in my podcast, Metavertising. With many special guests from across the globe, each one with their unique skills, to help us understand the metaverse better, so that we can make sure we are exploring this next step of technology and internet to the fullest.

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