The 10 layers of the metaverse

According to McKinsey, today’s metaverse consists of 10 layers, which fall into four categories: content and experiences; platforms; infrastructure and hardware; and enablers.

Content and experiences

• Content – developed by users, creators, and developers – enriches metaverse experiences

• Applications tied to specific metaverse usecases, such as learning or events

• Virtual worlds where groups can gather, interact, and create

Platforms

• Platforms that facilitate access and discovery of content, experiences, and apps

• Platforms designed for creators of 3D experiences

Infrastructure and hardware

• People interface with the metaverse via devices, operating systems (OS), and accessories

• The metaverse is powered with underlying infrastructure such as cloud computing, semiconductors, networks, and more

Enablers

• Security, privacy, and governance are critical for the metaverse to function well and fairly

• Tools and apps that manage digital identity

• Tools to access the metaverse economy via payments and monetisation

MARTY RESNICK RESEARCH VICE PRESIDENT, GARTNER

– especially when it involves a celebrity, explains Holly White, Head of Service Development at Rouse.

“We are expecting to see more and more issues arising from this as entertainment companies in the gaming and music sectors are increasingly utilising digital avatars to carry virtual concerts and events for fans,” comments White.

“Personality rights refer to the right of an individual to control the commercialisation of their identity, and from their perspective, this would include digital avatars. This becomes more complicated because the personality rights of a celebrity are limited if that individual is under a contract with an entertainment company to fulfil a project. Further, a grey area arises if the contract is terminated early or ends at the intended date. When this happens, the question at hand would be who has ownership over the digital avatar.”

Ensuring the safety of the metaverse

If the metaverse is considered to be a network of virtual worlds, safety and ethical aspects will be important to establish the sense of community that is central to its mass adoption. Whether for consumer or employee/workplace use cases, brands will need to address these concerns and have a way to regulate them before they create and deploy their virtual spaces, while also balancing privacy, security and data issues.

Based on a social media scan of over 180,000 conversations, research by Capgemini found that concerns around sexual harassment, personal safety, and privacy issues are top of consumers’ minds.

“Regarding data privacy, the collection and use of consumer data are more important now than ever,” White adds. “Data misuse or non-compliance pose big risks to businesses; they can significantly damage a brand’s reputation and even the ability for a business to operate if licences are revoked. With creations like NFTs, non-compliance can feel inevitable because data stored in blockchain technology is not erasable. But it’s vital that businesses understand where they have responsibilities and comply with the law.”