Chapter 11: Gaming the System—Building Your Brand in Virtual Worlds
You know that feeling when you’re flipping through channels and stumble upon a show you didn’t even know you wanted to watch, and suddenly, two hours are gone? That’s kind of what the gaming industry and metaverse platforms are like right now—an irresistible rabbit hole of opportunities. And if you’re an entertainer, artist, or influencer, these platforms aren’t just playgrounds; they’re arenas where you can grow your brand, connect with fans, and create new revenue streams.
But let’s not get ahead of ourselves. First, let’s talk about why these virtual worlds matter so much.
Virtual Gold Mines: Why Gaming Matters for Your Brand
The gaming industry isn’t just “big”—it’s a juggernaut. With billions of active players worldwide, games like Fortnite, Minecraft, and platforms like Roblox are more than just games—they’re cultural phenomena. And the metaverse? That’s the next frontier where gaming, social media, and commerce collide.
Imagine this: millions of people logging in daily, fully engaged and ready to interact. What if, instead of just playing, they were wearing your brand, using your in-game tools, or even becoming your character? Gaming is no longer just entertainment—it’s an ecosystem.
Here’s the thing: whether you’re a singer, a visual artist, or a budding entrepreneur, integrating into these spaces can amplify your visibility in ways traditional media can’t.
The VeeFriends Odyssey: A Playbook for Immersive Branding
Gary Vaynerchuk’s VeeFriends is more than just an NFT project—it’s a fully realized brand that now spans gaming, toys, comic books, and even Saturday morning cartoons. While the project started as hand-drawn NFT collectibles representing values like empathy and patience, it’s evolved into a multimedia ecosystem that’s making waves in both the digital and physical worlds.
Why does this matter for you? Because Vaynerchuk and his team didn’t just join the game—they rewrote the rules. They turned loyalty and branding into an adventure.
Now, think about your brand. What if your fans could unlock a behind-the-scenes video or access to an exclusive live Q&A session by collecting your digital assets? The possibilities are endless.
Becoming a Player in the Game
Let’s make this personal. Imagine logging onto a popular online game and seeing—you. Not just your name but an avatar that looks like you, moves like you, and maybe even talks like you. Fans could interact with your digital persona or even play as you.
Creating a custom avatar isn’t as sci-fi as it sounds. Platforms like Roblox and metaverse tools are designed to make this accessible. And if you partner with a game developer, you can create an avatar that fits seamlessly into the game’s world—no coding skills required.
Fashion, Accessories, and Branded Swag
If you’re not ready to dive headfirst into the gaming pool, dip your toes in with branded in-game items. Think virtual clothing, accessories, or tools that mirror your personal style. It’s like creating a merchandise line—but for avatars.
For example, a fashion influencer might design a line of digital sunglasses or sneakers. A musician could create an exclusive guitar skin. Fans get to express themselves and feel connected to you. Bonus? Every sale generates income.
But here’s the twist: these items aren’t just about sales. They’re about creating a sense of belonging. When fans use your in-game items, they’re saying, “I’m part of this.”
The Stage of the Future: Virtual Performances
Let’s talk concerts. Not the sweaty, crowded kind (though those have their charm). I’m talking about virtual performances. Remember Travis Scott’s legendary concert in Fortnite? Over 12 million people attended live, with millions more streaming afterward.
Virtual concerts aren’t just a novelty—they’re a way to break down physical barriers. Fans from Tokyo to Timbuktu can attend without leaving their living rooms. And for you, it’s a chance to create an unforgettable experience.
Picture this: your fans log in to a beautifully rendered world, custom-designed to match your brand’s vibe. As they explore, they’re met with easter eggs—exclusive merch drops, behind-the-scenes videos, or even a scavenger hunt that leads to a secret afterparty.
Quests, Storylines, and Cross-Promotions
But why stop at performances? Dive deeper into the game itself. Collaborate with developers to create a branded quest or storyline.
Here’s an idea: if you’re an author, your book could inspire a side quest where players solve puzzles tied to your story. Finish the quest, and they unlock a free chapter or an exclusive author Q&A session.
Or, if you’re a musician, your quest could involve players gathering virtual instruments to “play” a track from your new album. The reward? Exclusive tickets to a real-world concert.
The NFT Connection: Turning Digital into Tangible
Let’s circle back to NFTs—not the buzzy, hype-filled version but the practical, brand-building kind. Non-fungible tokens (NFTs) are digital collectibles that fans can buy, sell, or trade.
Think of them as digital memorabilia. You could create a limited-edition NFT of an in-game item, like a custom guitar or an exclusive outfit. Fans who own it get perks—maybe early access to your next project or a shoutout during a live stream.
And here’s the kicker: because NFTs live on the blockchain, every resale generates revenue for you. It’s like royalties, but for digital assets.
The Power of Play
Integrating your brand into gaming and metaverse platforms isn’t just about sales or visibility—it’s about creating moments. Moments where fans feel seen, heard, and part of something bigger.
When you think about it, games aren’t just games—they’re modern campfires. Places where people gather, share stories, and connect. By entering that space, you’re not just building a brand; you’re creating a community.
A Final Thought
So, here’s the deal: gaming isn’t the future. It’s the now. Whether you’re designing avatars, hosting virtual concerts, or crafting NFT-powered quests, the opportunities are massive.
And who knows? The next time someone logs into their favorite game, they might just find themselves face-to-face with your brand—and that’s a win worth celebrating.
Ready to play?
Mitch Jackson | links