Electronics giant Samsung spent the first six months of 2022 building a virtual version of its flagship experience centre – Building 837 in New York – as a virtual location in Decentraland. However, 837X – as the Decentraland presence is known – is just part of the company’s wider strategy to create what it calls “a multiverse of metaverses”, with a Samsung presence on Roblox, Fortnite and Discord.

While the 837X ‘store’ is the main event currently for Samsung, it has already toed the waters across this multiverse, with a virtual concert on Roblox and launch events for Samsung devices.

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