Streaming giant Netflix has moved into the Decentraland metaverse.
The objective is twofold to promote its new action movie “The Gray Man”, starring Ryan Gosling and Chris Evans, and to explore new interactive ways for a brand to connect virtually with its fans.
The film is a spy thriller, and Netflix’s activation of Decentraland in 45 plots is considered a “Metaverse mission“. Decentraland has recreated a landscape from the film – a maze that users must navigate by proving their knowledge of the film’s plot along the way.
Blockworks demonstrated the experience, alongside Martin Shibuya, art director of the Decentraland Foundation, and Diego Alvarez, senior business developer of The Electric Factory, the game’s programmers and architects.
Upon entering the maze, users hear the original music from the film and instructional video from protagonist Ryan Gosling.
In partnership with Netflix, Decentraland said the best way to access the metaverse was to replicate an actual scene from the film. This not only appeals to those who have already seen the film, but also “stimulate users who are in Decentraland playing in the maze and encourage them to watch the movie “, explains Martin Shibuya
The month-long experiment is a way for big brands to enter the metaverse by renting a virtual plot of land for a short, specific project, rather than buying it. According to Alvarez, companies that are going down this path today “will have a significant advantage tomorrow if they understand how it works and how people can interact” in the metaverse.
He added that the metaverse is “a way to have fun, to connect with other people here. And that’s why we have this stimulus [jeu de questions] that makes you feel like you’re always doing something.“
In its first week online, Decentraland says it saw 2,000 users go through the maze. Once users reach the fountain in the center and unlock a secret room, they can connect their crypto wallets to record their completion time. The fastest time recorded at the time of the demo was thirteen seconds.
Users can also choose rewards, such as a free garment for their avatar, added to their wallet immediately. Among the choices are the signature looks of the three main agents: Sierra Six’s jacket, Lloyd’s mustache and polo shirt, and Miranda’s blazer and bob.
Brands and companies are still figuring out how best to leverage blockchain technology to interact with their customers, Alvarez said. “There are so many opportunities that Web3 offers the entertainment world, especially when it comes to immersive storytelling and audience engagement.“
“There is much room for improvement“when it comes to onboarding more users into the metaverse,” added Shibuya, who believes it’s important for virtual worlds to become open-to-all protocols where ownership of digital assets is standard.
Decentraland is also home to major brands such as Samsung, Nike and Coca-Cola. The platform also recently hosted Metaverse Fashion Week, where luxury fashion houses, including Dolce & Gabbana, held runway shows to showcase their latest designs.