In the Metaverse, brands determine what audiences do and don't do: Rajat Oja

Founder and CEO of the companyImmersive Gamitronics Private Limited,located in Hyderabad, RajatOja, veteran creator of popular mobile games andPlaystation, set a course for developing high-quality gamesfor both hardcore gamers and casual gamers. As someone who spent 16 years in Silicon Valley, working with multinational giants like IBM, Toshiba, etc., he is invested in the next generation of digital evolution in India. As an expert in the artificial intelligence and simulation industry, he is passionate about creating the Metaverse platform – Called India's own metaverse, PartyNite has added a blockchain and commerce layer to it and made it easier for brands to collaborate on it.

Speaking about the PartyNite Metaverse, Oja says:“Over 200 brands have reached out to us and many have been converted into live experiences on PartyNite. For example, for Airtel, we created a 20-screen multiplex where people consume their OTT content. At the same time, there is another layer that supports this audience by providing a direct link to subscribe to Airtel services if they like what they see.

Metaverse – this is the only place wherebrands can capture what audiences do as well as what they don't – using 360-degree analytics of users and behavior patterns. One of the car launches we did on Metaverse helped the brand understand which age group prefers which color, alloy or upholstery of the car, etc. At a physical car launch event, people see what the brand wants them to see, but in the metaverse, users customize what they want to see, and that audience data can be collected for the brand.

There's no limit to what we can do atMetaverse”. Ensure commitment. The main challenges that arise when working with brands in the metaverse, Oja says: “It's a Catch 22 situation – brands go where the audience is, and the audience goes where there is engagement. Sometimes it gets difficult. For example, suppose on a certain day there is a large event that attracts a million people, and the next day, after the event ends, what will this audience do?

Therefore, brands must be consistent andto be part of a permanent world in the Metaverse, with a long-term vision. They should measure ROI not in dollars, but in terms of community building, engagement and stickiness. Only when the audience becomes sticky and trusts will they spend money on the platform”. Going forward, Oja will focus on creating tools that will become “meta” the reason people will continue to return to the PartyNite Metaverse.

“Now we are creating a whole fantastica city with a complete infrastructure, and not just serving individual events. We want to give people enough reasons to come back every day. Meanwhile, Oja is in talks with production companies to create immersive trailers for films in the Metaverse. He also works to bring new thinking to numerous theme park projects around the world.

Trends in the Metaverse. Rajat Ojha, Founder and CEOGamitronics. One of the trends Oja sees inThe metaverse is that it becomes completely virtual. On the platform you can make a purchase and receive the goods delivered to your home. “Another trend – the emergence of brands specific to the Metaverse.

Tommy Hilfiger, for example, launched a parallelclothing brand, only for the metaverse. Major global brands such as Gucci, Armani, as well as corporate companies are also taking part in this”, – says Oja.

What is PartyNite?PartyNite – is a digital parallel universe (blockchain based) where people can connect with friends in the form of customizable avatars and have fun exploring new worlds, meeting new people, joining parties, attending events, playing games, claiming/mining/selling gaming NFTs while dancing, listening to music, drinking or just talking.

PartyNite has attracted the attention of many brands,corporations and even government agencies against the backdrop of huge demand for brand collaboration in the Metaverse. Airtel Xtream has integrated with PartyNite by opening a 20-screen multiplex on the Metaverse platform that plays content from its OTT content partners. Eno did a collaboration on PartyNite with stand-up comedian Zakir Khan and other comedians talking about eating habits, acid reflux, etc. McDowell collaborated with PartyNite on a Holi event. The Indian Space Research Organization (ISRO) hosted an event on PartyNite in collaboration with the government of the US state of Telangana to present its space technology policy.