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Samsung: A multiverse of metaverses


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.

The convert – Galaxy Superstar event which took place on Roblox across the weekend of 13-15 May 2022 featured a concert by Charlie XCX, alongside the ability to perform alongside Charlie XCX’s avatar, with top users taking part in a ‘live’ virtual event on 17 June, with fans able to watch replays all weekend.

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Again, this metaverse experiment was heavy on gamified experiences that led users to create their own performances, visit other players performances and ‘meet’ Charlie XCX, who said of the event: ““Roblox and Samsung feel like the perfect duo to extend the interaction I have with my fans,” said Charli XCX.

“The partnership is one that will give my community the access and ability to experience me in ways they previously have not been able to, which is extremely exciting!”

“We’re always looking for opportunities to bring consumers new ways to interact with our Galaxy devices,” said Janet Lee, senior vice president of mobile eXperience at Samsung Electronics America.

“As more than an online game, we’re offering fans a social experience that brings together creativity, music and entertainment in a way that’s unique for Samsung and Roblox.”

Samsung remains tight lipped as to how many people took part in the event, but it was deemed a such a success that Samsung used the metaverse again later in 2022 to launch other Galaxy phones in the metaverse.

This time taking to Decentraland and its flagship 837X, the company ran into some teething problems, with a load of tech journalists unable to get into the virtual theatre to see the virtual launch.

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