Here’s why a gaming and esports company is launching its own metaverse platform

Infinite Reality aims to create plug-and-play virtual environments
Brands can customize and use for virtual commerce or events
The spaces are built using Unreal Engine

Technology company Infinite Reality is utilizing its newly acquired inventory of gaming and esports properties as a launchpad for its own metaverse platform after acquiring the esports holding company ReKTGlobal in July 2022.

Despite the fact that Infinite Reality describes itself as a metaverse business, the majority of its properties are firmly rooted in the gaming and esports industries. The company is placing a significant bet on the hypothesis that the metaverse will emerge from the gaming community by creating a bespoke metaverse platform.

The spaces will be accessible largely via mobile or desktop browsers

According to Rodric David, president of Infinite Reality, the gaming and esports communities are going to come out of the metaverse experiences first. They were able to own, produce, and manufacture cutting-edge programming by purchasing esports teams and using metaverse spaces as distribution platforms.

Infinite Reality will eventually develop plug-and-play virtual environments that brands can personalize and use for virtual events or commerce. Although the company intends to make it available to VR and gaming console users in the future, the spaces, which were constructed using Unreal Engine, will primarily be accessible via mobile or desktop browsers.

Infinite Reality’s initial offering includes virtual “sky boxes” where fans of both esports and traditional sports teams can congregate during games to encourage users to actually spend time on the platform.

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The company also plans to make all of the platform’s first-party data

Jobe claimed that Infinite Reality’s offerings set it apart from more established metaverse platforms like Roblox and Fortnite Creative by making all of the platform’s first-party data directly available to brands building inside of it.

Even though these platforms aren’t completely open about the data they collect about their users, some observers doubted that this would be enough to help Infinite Reality succeed. Although new metaverse platforms appear to be emerging on a weekly basis these days, the majority of brands’ marketing budgets are still directed toward established platforms.

Esports is a difficult market right now; Margot Rodde, a metaverse marketing specialist and innovation lead at Mirada Studios, a TPG company, stated, that they all know that esports organizations are struggling with revenue.

It almost seems as though esports and gaming share the same audience, so let’s try something else to try to make money. It seems a little desperate to me.

Other observers noted that both the major platforms and their smaller rivals have ample room in the expanding metaverse sector. Smaller platforms like Infinite Reality offer users and brands an alternative to the idea that the metaverse will be defined by large tech companies.