Algorithms are the essence of data mining and machine learning – the two processes 60% of organizations utilize to streamline their operations. Businesses can choose from several algorithms to polish their workflows, but the decision tree algorithm might be the most common.
This algorithm is all about simplicity. It branches out in multiple directions, just like trees, and determines whether something is true or false. In turn, data scientists and machine learning professionals can further dissect the data and help key stakeholders answer various questions.
This only scratches the surface of this algorithm – but it’s time to delve deeper into the concept. Let’s take a closer look at the decision tree machine learning algorithm, its components, types, and applications.
What Is Decision Tree Machine Learning?
The decision tree algorithm in data mining and machine learning may sound relatively simple due to its similarities with standard trees. But like with conventional trees, which consist of leaves, branches, roots, and many other elements, there’s a lot to uncover with this algorithm. We’ll start by defining this concept and listing the main components.
Definition of Decision Tree
If you’re a college student, you learn in two ways – supervised and unsupervised. The same division can be found in algorithms, and the decision tree belongs to the former category. It’s a supervised algorithm you can use to regress or classify data. It relies on training data to predict values or outcomes.
Components of Decision Tree
What’s the first thing you notice when you look at a tree? If you’re like most people, it’s probably the leaves and branches.
The decision tree algorithm has the same elements. Add nodes to the equation, and you have the entire structure of this algorithm right in front of you.
- Nodes – There are several types of nodes in decision trees. The root node is the parent of all nodes, which represents the overriding message. Chance nodes tell you the probability of a certain outcome, whereas decision nodes determine the decisions you should make.
- Branches – Branches connect nodes. Like rivers flowing between two cities, they show your data flow from questions to answers.
- Leaves – Leaves are also known as end nodes. These elements indicate the outcome of your algorithm. No more nodes can spring out of these nodes. They are the cornerstone of effective decision-making.
Types of Decision Trees
When you go to a park, you may notice various tree species: birch, pine, oak, and acacia. By the same token, there are multiple types of decision tree algorithms:
- Classification Trees – These decision trees map observations about particular data by classifying them into smaller groups. The chunks allow machine learning specialists to predict certain values.
- Regression Trees – According to IBM, regression decision trees can help anticipate events by looking at input variables.
Decision Tree Algorithm in Data Mining
Knowing the definition, types, and components of decision trees is useful, but it doesn’t give you a complete picture of this concept. So, buckle your seatbelt and get ready for an in-depth overview of this algorithm.
Overview of Decision Tree Algorithms
Just as there are hierarchies in your family or business, there are hierarchies in any decision tree in data mining. Top-down arrangements start with a problem you need to solve and break it down into smaller chunks until you reach a solution. Bottom-up alternatives sort of wing it – they enable data to flow with some supervision and guide the user to results.
Popular Decision Tree Algorithms
- ID3 (Iterative Dichotomiser 3) – Developed by Ross Quinlan, the ID3 is a versatile algorithm that can solve a multitude of issues. It’s a greedy algorithm (yes, it’s OK to be greedy sometimes), meaning it selects attributes that maximize information output.
- 5 – This is another algorithm created by Ross Quinlan. It generates outcomes according to previously provided data samples. The best thing about this algorithm is that it works great with incomplete information.
- CART (Classification and Regression Trees) – This algorithm drills down on predictions. It describes how you can predict target values based on other, related information.
- CHAID (Chi-squared Automatic Interaction Detection) – If you want to check out how your variables interact with one another, you can use this algorithm. CHAID determines how variables mingle and explain particular outcomes.
Key Concepts in Decision Tree Algorithms
No discussion about decision tree algorithms is complete without looking at the most significant concept from this area:
Entropy
As previously mentioned, decision trees are like trees in many ways. Conventional trees branch out in random directions. Decision trees share this randomness, which is where entropy comes in.
Entropy tells you the degree of randomness (or surprise) of the information in your decision tree.
Information Gain
A decision tree isn’t the same before and after splitting a root node into other nodes. You can use information gain to determine how much it’s changed. This metric indicates how much your data has improved since your last split. It tells you what to do next to make better decisions.
Gini Index
Mistakes can happen, even in the most carefully designed decision tree algorithms. However, you might be able to prevent errors if you calculate their probability.
Enter the Gini index (Gini impurity). It establishes the likelihood of misclassifying an instance when choosing it randomly.
Pruning
You don’t need every branch on your apple or pear tree to get a great yield. Likewise, not all data is necessary for a decision tree algorithm. Pruning is a compression technique that allows you to get rid of this redundant information that keeps you from classifying useful data.
Building a Decision Tree in Data Mining
Growing a tree is straightforward – you plant a seed and water it until it is fully formed. Creating a decision tree is simpler than some other algorithms, but quite a few steps are involved nevertheless.
Data Preparation
Data preparation might be the most important step in creating a decision tree. It’s comprised of three critical operations:
Data Cleaning
Data cleaning is the process of removing unwanted or unnecessary information from your decision trees. It’s similar to pruning, but unlike pruning, it’s essential to the performance of your algorithm. It’s also comprised of several steps, such as normalization, standardization, and imputation.
Feature Selection
Time is money, which especially applies to decision trees. That’s why you need to incorporate feature selection into your building process. It boils down to choosing only those features that are relevant to your data set, depending on the original issue.
Data Splitting
The procedure of splitting your tree nodes into sub-nodes is known as data splitting. Once you split data, you get two data points. One evaluates your information, while the other trains it, which brings us to the next step.
Training the Decision Tree
Now it’s time to train your decision tree. In other words, you need to teach your model how to make predictions by selecting an algorithm, setting parameters, and fitting your model.
Selecting the Best Algorithm
There’s no one-size-fits-all solution when designing decision trees. Users select an algorithm that works best for their application. For example, the Random Forest algorithm is the go-to choice for many companies because it can combine multiple decision trees.
Setting Parameters
How far your tree goes is just one of the parameters you need to set. You also need to choose between entropy and Gini values, set the number of samples when splitting nodes, establish your randomness, and adjust many other aspects.
Fitting the Model
If you’ve fitted your model properly, your data will be more accurate. The outcomes need to match the labeled data closely (but not too close to avoid overfitting) if you want relevant insights to improve your decision-making.
Evaluating the Decision Tree
Don’t put your feet up just yet. Your decision tree might be up and running, but how well does it perform? There are two ways to answer this question: cross-validation and performance metrics.
Cross-Validation
Cross-validation is one of the most common ways of gauging the efficacy of your decision trees. It compares your model to training data, allowing you to determine how well your system generalizes.
Performance Metrics
Several metrics can be used to assess the performance of your decision trees:
Accuracy
This is the proximity of your measurements to the requested values. If your model is accurate, it matches the values established in the training data.
Precision
By contrast, precision tells you how close your output values are to each other. In other words, it shows you how harmonized individual values are.
Recall
Recall is the number of data samples in the desired class. This class is also known as the positive class. Naturally, you want your recall to be as high as possible.
F1 Score
F1 score is the median value of your precision and recall. Most professionals consider an F1 of over 0.9 a very good score. Scores between 0.8 and 0.5 are OK, but anything less than 0.5 is bad. If you get a poor score, it means your data sets are imprecise and imbalanced.
Visualizing the Decision Tree
The final step is to visualize your decision tree. In this stage, you shed light on your findings and make them digestible for non-technical team members using charts or other common methods.
Applications of Decision Tree Machine Learning in Data Mining
The interest in machine learning is on the rise. One of the reasons is that you can apply decision trees in virtually any field:
- Customer Segmentation – Decision trees let you divide customers according to age, gender, or other factors.
- Fraud Detection – Decision trees can easily find fraudulent transactions.
- Medical Diagnosis – This algorithm allows you to classify conditions and other medical data with ease using decision trees.
- Risk Assessment – You can use the system to figure out how much money you stand to lose if you pursue a certain path.
- Recommender Systems – Decision trees help customers find their next product through classification.
Advantages and Disadvantages of Decision Tree Machine Learning
Advantages:
- Easy to Understand and Interpret – Decision trees make decisions almost in the same manner as humans.
- Handles Both Numerical and Categorical Data – The ability to handle different types of data makes them highly versatile.
- Requires Minimal Data Preprocessing – Preparing data for your algorithms doesn’t take much.
Disadvantages:
- Prone to Overfitting – Decision trees often fail to generalize.
- Sensitive to Small Changes in Data – Changing one data point can wreak havoc on the rest of the algorithm.
- May Not Work Well with Large Datasets – Naïve Bayes and some other algorithms outperform decision trees when it comes to large datasets.
Possibilities are Endless With Decision Trees
The decision tree machine learning algorithm is a simple yet powerful algorithm for classifying or regressing data. The convenient structure is perfect for decision-making, as it organizes information in an accessible format. As such, it’s ideal for making data-driven decisions.
If you want to learn more about this fascinating topic, don’t stop your exploration here. Decision tree courses and other resources can bring you one step closer to applying decision trees to your work.
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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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