Adjusting to studying online is no easy task, especially if you’re used to a traditional classroom setting. But once you find your rhythm, you’ll realize that no traditional classroom can match the flexibility, convenience, and accessibility of online learning.
To help ease your success, Rosario Maccarrone, the Head of Student Services at the Open Institute of Technology, has compiled a detailed list of dos and don’ts of studying online. Stick to these guidelines, and you’ll excel at your studies as a full-time student or a working professional.
The Dos and Don’ts of Studying Online for Full-Time Students
Let’s say you’ve decided to commit to full-time online studies. Here’s what Rosario suggests for academic success.
The Dos
1. Find a Study Rhythm That Works for You
The best thing about studying online is that no one’s around to dictate your study schedule. It’s up to you to set your own learning pace and study hours. Find a steady study rhythm that aligns with your preferences, and your productivity will never falter.
2. Make a Schedule
Don’t get it twisted – a lack of a fixed class schedule doesn’t mean you should go without a schedule entirely. Keeping a schedule will help you stay organized, focused, and on track with your studies, which can be challenging when no one guides your daily routine. Your schedule should allocate time for classes (OPIT offers one live class per week for each course), revising, and, of course, taking it easy.
3. Keep a To-Do List
Just like a schedule, a to-do list can help you always stay on top of your game. Make it digital, and you can easily update it as you study or complete tasks on your computer.
4. Don’t Be Shy to Ask Questions
It’s perfectly OK to struggle with some parts of your online courses. However, it’s not OK to keep this to yourself out of shame or fear and struggle in silence. Your professors and tutors are there for you to guide you every step of the way. Remember this, and you’ll have no trouble asking questions when things get tricky.
5. Use All the Online Resources Your Program Offers
Just like your professors are there for you, so are the abundant online resources your university offers. Do a little research to get familiar with these resources and then make the most of them.
6. Collaborate With Your Classmates
You might not be able to see your peers in person, but you can—and should—communicate with them in a myriad of ways. Rosario suggests participating in chats during live sessions and taking advantage of every chance for group work. This will help you build a solid online community and nail your studies.
7. Join in on Online Campus Events
Studying is never just about learning. It’s also about meeting new people, making friends, and building a network. Online studying is no different; you’ll just do all of these incredible things online. So, make sure to keep up with your university’s virtual campus events and attend them to keep your studies (and life) more interesting.
8. Make a Study Spot
Let’s not sugarcoat it – learning from home often comes with a bunch of distractions. From your family talking in the background to the allure of your comfy bed, distractions are plenty. By making a designated study spot somewhere quiet, you’ll rid your study environment of disruptions and signal to your brain that it’s time to get down to work.
9. Take Care of Your Health
Taking care of your health is essential for excelling in all areas of life, and (online) studying is no different. So, remember to eat well, exercise, and get enough sleep to stay sharp. Exercising (or just moving continuously) is especially important given the nature of online studies.
The Don’ts
1. Procrastinate
Telling you not to procrastinate when studying is by no means revolutionary advice. However, avoiding procrastination can be extra challenging when studying online, given the lack of immediate supervision.
But putting off practice and leaving studying to the last second can only increase your anxiety levels and lead to lower grades (none of which will help you have a successful online studying experience).
2. Underestimate the Effort Online Classes Need
Some students operate under the assumption that online classes are less demanding than traditional ones. However, this couldn’t be further from the truth. Treating online classes with the same seriousness as in-person ones is the only way to succeed in your virtual academic journey.
3. Cut Yourself Off From Classmates and Professors
Online studying can feel rather isolating. That is – only if you let it. Online universities like OPIT offer numerous ways to stay in touch with your classmates and professors (e.g., Slack, Canvas discussions, and WhatsApp groups), and that’s precisely what you should do.
4. Hold Back From Asking for Help
This guide has already covered the importance of asking your professors questions. But if you feel stuck, don’t limit yourself to professors only. At OPIT, you can also ask your class coordinator or a tutor for help with anything course-related.
5. Neglect Taking Time Out for Yourself
Some students underestimate the effort necessary for online classes. At the same time, others go all out when presented with the seemingly endless possibilities of online learning. If you fall under the second category, don’t forget to take time out for yourself. This is as important as studying efficiently, as it allows you to prevent burnout.
6. Ignore Your Mental Health
Your mental health is just as important as your physical well-being. If you struggle emotionally, you should never ignore it. Your friends, family, or your university’s counseling services can help you find the best way forward. But first, you need to ask for help.
7. Miss Out on Making Connections With Peers
The beauty of online studying is the opportunity to meet new people from all over the world. OPIT alone has students from over 40 countries worldwide. Connect with them, and you’ll broaden your perspective while potentially forming meaningful connections.
Of course, you should also enjoy face-to-face interactions whenever possible.
The Dos and Don’ts of Studying Online for Working Students
Thanks to online studies, it’s never too late to go back to school. You can do so even after working for a few years, as this format allows you to pursue a new career path or enhance your skills while still earning an income.
Of course, you can also choose to work and study at the same time immediately after graduating from high school.
Whatever the case, here’s what Rosario suggests doing (and not doing).
The Dos
1. Balance Your Work and Study Time
When you have both work and studies, you must allocate your time wisely. Creating a realistic schedule that you can keep up with daily is step one.
2. Talk to Your Boss About Supporting Your Study Goals
Most bosses are highly supportive of their employees’ professional development. After all, your personal growth can only positively reflect on your company. So, don’t be afraid to talk to your boss about your studies.
With some luck, you’ll be able to schedule shifts around your classes, take days off for studying (or taking exams), and even study at work during downtime.
3. Strive for Flexibility at Work
If there’s one thing the COVID-19 pandemic has taught us, it’s that most jobs can be done from home (and done successfully). So, if possible, switch to working from home, as this will save you a lot of time. Just think of it this way – no more getting ready and commuting to and from work.
4. Connect With Colleagues in Similar Situations
Balancing work and studies can sometimes feel overwhelming. Connect with colleagues who are also going through the same thing (or did in the past), and you’ll get all the encouragement you need to keep pushing forward.
5. Grab Chances to Build Skills for Work and School
Let’s face it – most people study to be able to find a decent job. If you’re already working in your desired field – perfect! Seize every chance to apply your practical skills in your studies. Even if you aren’t currently working in your desired field, there are always skills you can learn to benefit your studies and current (and future) career.
6. Set Realistic Study Goals
Doing (or trying to do) too much can bring you no good. So, set realistic study goals that align with your work life. For instance, studying for three hours a day will be a Herculean task when working overtime but a breeze on your day off.
7. Talk to Your Professors
Just like you should let your boss know you’re studying, you should also inform your professors that you’re working. This way, they might be able to make some accommodations for you if your work is squeezing your study time.
8. Keep Your Study Area Separate
Let’s say you work from home. If so, make sure you have separate “work” and “study” areas. This will help you maintain a clear boundary between your professional and academic responsibilities.
9. Find Ways to Manage Stress
Juggling work and studying can be rather stressful. Finding a way (or ways) to manage this stress is critical to successfully keeping up with both responsibilities. Meditating, exercising, taking a walk, spending more time with friends, or taking up a hobby are just some of the methods that might work for you.
Taking regular breaks is also an excellent way to manage stress as well as remain focused on your work or studies.
The Don’ts
1. Let School Stress Affect Your Work Performance
If you’re already working in your dream field, remember that studying is only there to enhance your skills and knowledge. In other words, don’t let academic stress affect your work performance, as this can only jeopardize your future in your dream career. It’s all about prioritizing correctly.
2. Sacrifice Sleep or Good Health Habits
Juggling work and studies is no excuse to fall into bad health habits, including sacrificing sleep. Not only will this affect you physically and mentally, but it will also affect your performance in both fields. Talk about a lose-lose scenario!
3. Be Afraid to Ask for Help
Your support network is all you need to navigate any challenge effortlessly. And with both working and studies, you know you’ll have no shortage of those. So, don’t be afraid to ask for help from the people around you, whether to simply listen to you vent or help with a specific task.
4. Let Your Studies Take Over Your Personal Time
For most people, off time is a chance to rest and recharge. However, for students, a part of this time must be dedicated to studying. But the key word here is “part.” Don’t let your studies consume all of your personal time, as this is a one-way ticket to burnout.
5. Miss Out on Networking in Your Field
If there’s one piece of advice every university (online or offline) will give you, it is network, network, network. If you’re already working in your field, you’re in a unique position to do this even before completing your studies. So, take every chance to meet new people and open up new doors for your career.
6. Neglect Seeking Mutual Work-Study Benefits
Your job and studies can likely benefit each other in more ways than one. By neglecting to explore these avenues, you might miss out on valuable opportunities.
For instance, let’s say you’re getting your Bachelor’s degree in Digital Business from OPIT and working in social media management. Modules like “Digital Marketing” and “Digital Platforms and Ecosystems” could directly contribute to your role (and a promotion). At the same time, your practical experience will help you breeze through most of the course material.
This is just one of the ways your studies can open new doors at your work.
7. Overcommit Socially
Your time is precious. As much as it’s important not to use it solely for work and studying, it’s also crucial to not overcommit socially. Talk to your friends and family (especially those with no similar experiences) and set realistic expectations about your availability. Prioritize quality over quantity in your social interactions, and you’ll never feel like you’re missing out.
The Biggest Do: Study at OPIT
As you’ll learn from this list, everyone at OPIT knows what our students need to succeed on and off campus. And everyone at OPIT, from Rosario to your professors, is more than eager to support you in this journey. Apply to study at OPIT and experience what quality studies, academic assistance, and career guidance can do for you firsthand.
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From the same author
Read the articleDuring the Open Institute of Technology’s (OPIT’s) 2025 Graduation Day, we conducted interviews with many recent graduates to understand why they chose OPIT, how they felt about the course, and what advice they might give to others considering studying at OPIT.
Karina is an experienced FinTech professional who is an experienced integration manager, ERP specialist, and business analyst. She was interested in learning AI applications to expand her career possibilities, and she chose OPIT’s MSc in Applied Data Science & AI.
In the interview, Karina discussed why she chose OPIT over other courses of study, the main challenges she faced when completing the course while working full-time, and the kind of support she received from OPIT and other students.
Why Study at OPIT?
Karina explained that she was interested in enhancing her AI skills to take advantage of a major emerging technology in the FinTech field. She said that she was looking for a course that was affordable and that she could manage alongside her current demanding job. Karina noted that she did not have the luxury to take time off to become a full-time student.
She was principally looking at courses in the United States and the United Kingdom. She found that comprehensive courses were expensive, costing upwards of $50,000, and did not always offer flexible study options. Meanwhile, flexible courses that she could complete while working offered excellent individual modules, but didn’t always add up to a coherent whole. This was something that set OPIT apart.
Karina admits that she was initially skeptical when she encountered OPIT because, at the time, it was still very new. OPIT only started offering courses in September 2023, so 2025 was the first cohort of graduates.
Nevertheless, Karina was interested in OPIT’s affordable study options and the flexibility of fully remote learning and part-time options. She said that when she looked into the course, she realized that it aligned very closely with what she was looking for.
In particular, Karina noted that she was always wary of further study because of the level of mathematics required in most computer science courses. She appreciated that OPIT’s course focused on understanding the underlying core principles and the potential applications, rather than the fine programming and mathematical details. This made the course more applicable to her professional life.
OPIT’s MSc in Applied Data Science & AI
The course Karina took was OPIT’s MSc in Applied Data Science & AI. It is a three- to four-term course (13 weeks), which can take between one and two years to complete, depending on the pace you choose and whether you choose the 90 or 120 ECTS option. As well as part-time, there are also regular and fast-track options.
The course is fully online and completed in English, with an accessible tuition fee of €2,250 per term, which is €6,750 for the 90 ECTS course and €9,000 for the 120 ECTS course. Payment plans are available as are scholarships, and discounts are available if you pay the full amount upfront.
It matches foundational tech modules with business application modules to build a strong foundation. It then ends with a term-long research project culminating in a thesis. Internships with industry partners are encouraged and facilitated by OPIT, or professionals can work on projects within their own companies.
Entry requirements include a bachelor’s degree or equivalency in any field, including non-tech fields, and English proficiency to a B2 level.
Faculty members include Pierluigi Casale, a former Data Science and AI Innovation Officer for the European Parliament and Principal Data Scientist at TomTom; Paco Awissi, former VP at PSL Group and an instructor at McGill University; and Marzi Bakhshandeh, a Senior Product Manager at ING.
Challenges and Support
Karina shared that her biggest challenge while studying at OPIT was time management and juggling the heavy learning schedule with her hectic job. She admitted that when balancing the two, there were times when her social life suffered, but it was doable. The key to her success was organization, time management, and the support of the rest of the cohort.
According to Karina, the cohort WhatsApp group was often a lifeline that helped keep her focused and optimistic during challenging times. Sharing challenges with others in the same boat and seeing the example of her peers often helped.
The OPIT Cohort
OPIT has a wide and varied cohort with over 300 students studying remotely from 78 countries around the world. Around 80% of OPIT’s students are already working professionals who are currently employed at top companies in a variety of industries. This includes global tech firms such as Accenture, Cisco, and Broadcom, FinTech companies like UBS, PwC, Deloitte, and the First Bank of Nigeria, and innovative startups and enterprises like Dynatrace, Leonardo, and the Pharo Foundation.
Study Methods
This cohort meets in OPIT’s online classrooms, powered by the Canvas Learning Management System (LMS). One of the world’s leading teaching and learning software, it acts as a virtual hub for all of OPIT’s academic activities, including live lectures and discussion boards. OPIT also uses the same portal to conduct continuous assessments and prepare students before final exams.
If you want to collaborate with other students, there is a collaboration tab where you can set up workrooms, and also an official Slack platform. Students tend to use WhatsApp for other informal communications.
If students need additional support, they can book an appointment with the course coordinator through Canvas to get advice on managing their workload and balancing their commitments. Students also get access to experienced career advisor Mike McCulloch, who can provide expert guidance.
A Supportive Environment
These services and resources create a supportive environment for OPIT students, which Karina says helped her throughout her course of study. Karina suggests organization and leaning into help from the community are the best ways to succeed when studying with OPIT.
Read the articleIn April 2025, Professor Francesco Derchi from the Open Institute of Technology (OPIT) and Chair of OPIT’s Digital Business programs entered the online classroom to talk about the current state of the Metaverse and what companies can do to engage with this technological shift. As an expert in digital marketing, he is well-placed to talk about how brands can leverage the Metaverse to further company goals.
Current State of the Metaverse
Francesco started by exploring what the Metaverse is and the rocky history of its development. Although many associate the term Metaverse with Mark Zuckerberg’s 2021 announcement of Meta’s pivot toward a virtual immersive experience co-created by users, the concept actually existed long before. In his 1992 novel Snow Crash, author Neal Stephenson described a very similar concept, with people using avatars to seamlessly step out of the real world and into a highly connected virtual world.
Zuckerberg’s announcement was not even the start of real Metaverse-like experiences. Released in 2003, Second Life is a virtual world in which multiple users come together and engage through avatars. Participation in Second Life peaked at about one million active users in 2007. Similarly, Minecraft, released in 2011, is a virtual world where users can explore and build, and it offers multiplayer options.
What set Zuckerberg’s vision apart from these earlier iterations is that he imagined a much broader virtual world, with almost limitless creation and interaction possibilities. However, this proved much more difficult in practice.
Both Meta and Microsoft started investing significantly in the Metaverse at around the same time, with Microsoft completing its acquisition of Activision Blizzard – a gaming company that creates virtual world games such as World of Warcraft – in 2023 and working with Epic Games to bring Fortnite to their Xbox cloud gaming platform.
But limited adoption of new Metaverse technology saw both Meta and Microsoft announce major layoffs and cutbacks on their Metaverse investments.
Open Garden Metaverse
One of the major issues for the big Metaverse vision is that it requires an open-garden Metaverse. Matthew Ball defined this kind of Metaverse in his 2022 book:
“A massively scaled and interoperable network of real-time rendered 3D virtual worlds that can be experienced synchronously and persistently by an effectively unlimited number of users with an individual sense of presence, and with continuity of data, such as identity, history, entitlements, objects, communication, and payments.”
This vision requires an open Metaverse, a virtual world beyond any single company’s walled garden that allows interaction across platforms. With the current technology and state of the market, this is believed to be at least 10 years away.
With that in mind, Zuckerberg and Meta have pivoted away from expanding their Metaverse towards delivering devices such as AI glasses with augmented reality capabilities and virtual reality headsets.
Nevertheless, the Metaverse is still expanding today, but within walled garden contexts. Francesco pointed to Pokémon Go and Roblox as examples of Metaverse-esque words with enormous engagement and popularity.
Brands Engaging with the Metaverse: Nike Case Study
What does that mean for brands? Should they ignore the Metaverse until it becomes a more realistic proposition, or should they be establishing their Meta presence now?
Francesco used Nike’s successful approach to Meta engagement to show how brands can leverage the Metaverse today.
He pointed out that this was a strategic move from Nike to protect their brand. As a cultural phenomenon, people will naturally bring their affinity with Nike into the virtual space with them. If Nike doesn’t constantly monitor that presence, they can lose control of it. Rather than see this as a threat, Nike identified it as an opportunity. As people engage more online, their virtual appearance can become even more important than their physical appearance. Therefore, there is a space for Nike to occupy in this virtual world as a cultural icon.
Nike chose an ad hoc approach, going to users where they are and providing experiences within popular existing platforms.
As more than 1.5 million people play Fortnite every day, Nike started there, first selling a variety of virtual shoes that users can buy to kit out their avatars.
Roblox similarly has around 380 million monthly active users, so Nike entered the space and created NIKELAND, a purpose-built virtual area that offers a unique brand experience in the virtual world. For example, during NBA All-Star Week, LeBron James visited NIKELAND, where he coached and engaged with players. During the FIFA World Cup, NIKELAND let users claim two free soccer jerseys to show support for their favorite teams. According to statistics published at the end of 2023, in less than two years, NIKELAND had more than 34.9 million visitors, with over 13.4 billion hours of engagement and $185 million in NFT (non-fungible tokens or unique digital assets) sales.
Final Thoughts
Francesco concluded by discussing that while Nike has been successful in the Metaverse, this is not necessarily a success that will be simple for smaller brands to replicate. Nike was successful in the virtual world because they are a cultural phenomenon, and the Metaverse is a combination of technology and culture.
Therefore, brands today must decide how to engage with the current state of the Metaverse and prepare for its potential future expansion. Because existing Metaverses are walled gardens, brands also need to decide which Metaverses warrant investment or whether it is worth creating their own dedicated platforms. This all comes down to an appetite for risk.
Facing these types of challenges comes down to understanding the business potential of new technologies and making decisions based on risk and opportunity. OPIT’s BSc in Digital Business and MSc in Digital Business and Innovation help develop these skills, with Francesco also serving as program chair.
-
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Related posts
During the Open Institute of Technology’s (OPIT’s) 2025 Graduation Day, we conducted interviews with many recent graduates to understand why they chose OPIT, how they felt about the course, and what advice they might give to others considering studying at OPIT.
Karina is an experienced FinTech professional who is an experienced integration manager, ERP specialist, and business analyst. She was interested in learning AI applications to expand her career possibilities, and she chose OPIT’s MSc in Applied Data Science & AI.
In the interview, Karina discussed why she chose OPIT over other courses of study, the main challenges she faced when completing the course while working full-time, and the kind of support she received from OPIT and other students.
Why Study at OPIT?
Karina explained that she was interested in enhancing her AI skills to take advantage of a major emerging technology in the FinTech field. She said that she was looking for a course that was affordable and that she could manage alongside her current demanding job. Karina noted that she did not have the luxury to take time off to become a full-time student.
She was principally looking at courses in the United States and the United Kingdom. She found that comprehensive courses were expensive, costing upwards of $50,000, and did not always offer flexible study options. Meanwhile, flexible courses that she could complete while working offered excellent individual modules, but didn’t always add up to a coherent whole. This was something that set OPIT apart.
Karina admits that she was initially skeptical when she encountered OPIT because, at the time, it was still very new. OPIT only started offering courses in September 2023, so 2025 was the first cohort of graduates.
Nevertheless, Karina was interested in OPIT’s affordable study options and the flexibility of fully remote learning and part-time options. She said that when she looked into the course, she realized that it aligned very closely with what she was looking for.
In particular, Karina noted that she was always wary of further study because of the level of mathematics required in most computer science courses. She appreciated that OPIT’s course focused on understanding the underlying core principles and the potential applications, rather than the fine programming and mathematical details. This made the course more applicable to her professional life.
OPIT’s MSc in Applied Data Science & AI
The course Karina took was OPIT’s MSc in Applied Data Science & AI. It is a three- to four-term course (13 weeks), which can take between one and two years to complete, depending on the pace you choose and whether you choose the 90 or 120 ECTS option. As well as part-time, there are also regular and fast-track options.
The course is fully online and completed in English, with an accessible tuition fee of €2,250 per term, which is €6,750 for the 90 ECTS course and €9,000 for the 120 ECTS course. Payment plans are available as are scholarships, and discounts are available if you pay the full amount upfront.
It matches foundational tech modules with business application modules to build a strong foundation. It then ends with a term-long research project culminating in a thesis. Internships with industry partners are encouraged and facilitated by OPIT, or professionals can work on projects within their own companies.
Entry requirements include a bachelor’s degree or equivalency in any field, including non-tech fields, and English proficiency to a B2 level.
Faculty members include Pierluigi Casale, a former Data Science and AI Innovation Officer for the European Parliament and Principal Data Scientist at TomTom; Paco Awissi, former VP at PSL Group and an instructor at McGill University; and Marzi Bakhshandeh, a Senior Product Manager at ING.
Challenges and Support
Karina shared that her biggest challenge while studying at OPIT was time management and juggling the heavy learning schedule with her hectic job. She admitted that when balancing the two, there were times when her social life suffered, but it was doable. The key to her success was organization, time management, and the support of the rest of the cohort.
According to Karina, the cohort WhatsApp group was often a lifeline that helped keep her focused and optimistic during challenging times. Sharing challenges with others in the same boat and seeing the example of her peers often helped.
The OPIT Cohort
OPIT has a wide and varied cohort with over 300 students studying remotely from 78 countries around the world. Around 80% of OPIT’s students are already working professionals who are currently employed at top companies in a variety of industries. This includes global tech firms such as Accenture, Cisco, and Broadcom, FinTech companies like UBS, PwC, Deloitte, and the First Bank of Nigeria, and innovative startups and enterprises like Dynatrace, Leonardo, and the Pharo Foundation.
Study Methods
This cohort meets in OPIT’s online classrooms, powered by the Canvas Learning Management System (LMS). One of the world’s leading teaching and learning software, it acts as a virtual hub for all of OPIT’s academic activities, including live lectures and discussion boards. OPIT also uses the same portal to conduct continuous assessments and prepare students before final exams.
If you want to collaborate with other students, there is a collaboration tab where you can set up workrooms, and also an official Slack platform. Students tend to use WhatsApp for other informal communications.
If students need additional support, they can book an appointment with the course coordinator through Canvas to get advice on managing their workload and balancing their commitments. Students also get access to experienced career advisor Mike McCulloch, who can provide expert guidance.
A Supportive Environment
These services and resources create a supportive environment for OPIT students, which Karina says helped her throughout her course of study. Karina suggests organization and leaning into help from the community are the best ways to succeed when studying with OPIT.
In April 2025, Professor Francesco Derchi from the Open Institute of Technology (OPIT) and Chair of OPIT’s Digital Business programs entered the online classroom to talk about the current state of the Metaverse and what companies can do to engage with this technological shift. As an expert in digital marketing, he is well-placed to talk about how brands can leverage the Metaverse to further company goals.
Current State of the Metaverse
Francesco started by exploring what the Metaverse is and the rocky history of its development. Although many associate the term Metaverse with Mark Zuckerberg’s 2021 announcement of Meta’s pivot toward a virtual immersive experience co-created by users, the concept actually existed long before. In his 1992 novel Snow Crash, author Neal Stephenson described a very similar concept, with people using avatars to seamlessly step out of the real world and into a highly connected virtual world.
Zuckerberg’s announcement was not even the start of real Metaverse-like experiences. Released in 2003, Second Life is a virtual world in which multiple users come together and engage through avatars. Participation in Second Life peaked at about one million active users in 2007. Similarly, Minecraft, released in 2011, is a virtual world where users can explore and build, and it offers multiplayer options.
What set Zuckerberg’s vision apart from these earlier iterations is that he imagined a much broader virtual world, with almost limitless creation and interaction possibilities. However, this proved much more difficult in practice.
Both Meta and Microsoft started investing significantly in the Metaverse at around the same time, with Microsoft completing its acquisition of Activision Blizzard – a gaming company that creates virtual world games such as World of Warcraft – in 2023 and working with Epic Games to bring Fortnite to their Xbox cloud gaming platform.
But limited adoption of new Metaverse technology saw both Meta and Microsoft announce major layoffs and cutbacks on their Metaverse investments.
Open Garden Metaverse
One of the major issues for the big Metaverse vision is that it requires an open-garden Metaverse. Matthew Ball defined this kind of Metaverse in his 2022 book:
“A massively scaled and interoperable network of real-time rendered 3D virtual worlds that can be experienced synchronously and persistently by an effectively unlimited number of users with an individual sense of presence, and with continuity of data, such as identity, history, entitlements, objects, communication, and payments.”
This vision requires an open Metaverse, a virtual world beyond any single company’s walled garden that allows interaction across platforms. With the current technology and state of the market, this is believed to be at least 10 years away.
With that in mind, Zuckerberg and Meta have pivoted away from expanding their Metaverse towards delivering devices such as AI glasses with augmented reality capabilities and virtual reality headsets.
Nevertheless, the Metaverse is still expanding today, but within walled garden contexts. Francesco pointed to Pokémon Go and Roblox as examples of Metaverse-esque words with enormous engagement and popularity.
Brands Engaging with the Metaverse: Nike Case Study
What does that mean for brands? Should they ignore the Metaverse until it becomes a more realistic proposition, or should they be establishing their Meta presence now?
Francesco used Nike’s successful approach to Meta engagement to show how brands can leverage the Metaverse today.
He pointed out that this was a strategic move from Nike to protect their brand. As a cultural phenomenon, people will naturally bring their affinity with Nike into the virtual space with them. If Nike doesn’t constantly monitor that presence, they can lose control of it. Rather than see this as a threat, Nike identified it as an opportunity. As people engage more online, their virtual appearance can become even more important than their physical appearance. Therefore, there is a space for Nike to occupy in this virtual world as a cultural icon.
Nike chose an ad hoc approach, going to users where they are and providing experiences within popular existing platforms.
As more than 1.5 million people play Fortnite every day, Nike started there, first selling a variety of virtual shoes that users can buy to kit out their avatars.
Roblox similarly has around 380 million monthly active users, so Nike entered the space and created NIKELAND, a purpose-built virtual area that offers a unique brand experience in the virtual world. For example, during NBA All-Star Week, LeBron James visited NIKELAND, where he coached and engaged with players. During the FIFA World Cup, NIKELAND let users claim two free soccer jerseys to show support for their favorite teams. According to statistics published at the end of 2023, in less than two years, NIKELAND had more than 34.9 million visitors, with over 13.4 billion hours of engagement and $185 million in NFT (non-fungible tokens or unique digital assets) sales.
Final Thoughts
Francesco concluded by discussing that while Nike has been successful in the Metaverse, this is not necessarily a success that will be simple for smaller brands to replicate. Nike was successful in the virtual world because they are a cultural phenomenon, and the Metaverse is a combination of technology and culture.
Therefore, brands today must decide how to engage with the current state of the Metaverse and prepare for its potential future expansion. Because existing Metaverses are walled gardens, brands also need to decide which Metaverses warrant investment or whether it is worth creating their own dedicated platforms. This all comes down to an appetite for risk.
Facing these types of challenges comes down to understanding the business potential of new technologies and making decisions based on risk and opportunity. OPIT’s BSc in Digital Business and MSc in Digital Business and Innovation help develop these skills, with Francesco also serving as program chair.
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