Computers are already ubiquitous in the workplace, with the constantly-evolving concept of cloud computing becoming so popular that Tech Jury says 90% of businesses were in the cloud (in some form) in 2022. All of those systems need maintenance and software, requiring people who are dab-hands with keyboards at their fingertips to build networks, analyze data, and develop software.
Enter computer scientists.
By studying computer science, you open yourself up to a branching career path that could take you into almost any sort of business. But before that, you need to know the answer to a simple question – “Is BSc Computer Science a good course?”
Understanding BSc Computer Science
Think of a BSc in Computer Science as though it’s a buffet, with every topic covered being a different dish. You’ll get a taste of everything that’s on offer in the computing field, with your later educational (and career) decisions being based on the dish (i.e., the topic) that you like best. Among those topics and study areas are the following:
- Networks and Computer Systems – Taking a more hardware-oriented focus (though software plays a part), this topic covers how to connect computers so they can interact with one another.
- Programming – The language of computers is one you’ll need to learn how to speak if you want to develop software or websites. You’ll discover that there are a lot of languages to choose from, each with its own specific uses.
- Artificial Intelligence (AI) – As one of the fastest-growing fields in computing (Statista anticipates growth from $100 billion in 2021 to almost $2 trillion by 2030), AI is already becoming essential in business. You’ll learn the concepts that govern AI, such as machine learning and neural networks.
- Network Security – Every advancement in computer science brings with it malicious parties who wish to use (or subvert) that advancement to their own ends. Computer science courses teach the foundational aspects of network security, setting the stage for later specialization.
Moving beyond what you study (and the above isn’t an exhaustive list of topics), how long you spend on earning your BSc in Computer Science is another key deciding factor. Most traditional universities offer three-year courses, extending to four years if you take an internship or in-course work. The newer breed of online universities offer more flexibility, with some fast-track courses taking as little as two years, while others offer a more free-form version of study that lets you move at your own pace. With the latter, you could take several more years to complete your degree, though you’ll be able to fit your studies around work and family more easily than you would with a full-time course.
Benefits of BSc Computer Science
Assuming you’re willing to place the time (and monetary) investment into a BSc in Computer Science, there are three core benefits you’ll get from the course.
1 – Acquire In-Demand Skills and Knowledge
The basics you learn are in demand in most companies, with many offering additional training and tuition to help you build beyond the basics to become a specialist. Key areas of interest for employers include:
- Programming – Those who can speak the language that lies behind software are always in demand, with programmers earning an average hourly rate of $33.10, according to Indeed. Salary expectations climb as you move through the ranks, with senior software engineers capable of earning in the early six figures.
- Data Structures and Algorithms – Problem solvers are popular in any business. The knowledge of algorithms you develop when studying computer science allows you to create code (almost like a set of steps) that’s designed to solve problems. The same applies to data structures, which focus on the locations and methods used to keep data organized.
- Computer Networks and Security – Even a small office has a network of computers, laptops, smart devices, printers, and servers that all need to communicate with one another. Computer scientists enable that communication, and keep the “conversations” machines have with each other shielded from intruding eyes.
2 – Versatility and Adaptability in the Job Market
Computer science graduates are like the chameleons of the job market. They have so much foundational knowledge in an array of subjects that they’re well-placed to be “Jacks of all trades” as general computer experts. Plus, the base they have can be built from, setting the stage for them to specialize in specific areas of computing based on their preferences.
We’ll dig into some specific roles you could take (along with their salaries) in the next section of the article.
3 – Opportunities for Further Education and Specialization
You’re already part way down the road to computer science mastery once you have your BSc, so why stop there? The opportunity exists for further education and specialization, which could open the door to further career opportunities:
- Masters and Ph.D. Programs – A Master’s degree in computer science (or a related subject) is the next logical educational step once you have your BSc. You’ll build on what you’ve already learned, in addition to having a chance to specialize in your thesis. PhD programs aren’t immediately open (you’ll need your Master’s first) but they give you a chance to delve into subject-specific research and could set you up for a career in teaching computer science.
- Professional Certifications – If you prefer the less formal educational route, professional certifications enable you to study at your own pace and give you handy pieces of paper you can use to prove your skills. Great examples include Cisco’s CCIE program and CompTIA’s range of certifications.
Job Prospects and Career Opportunities
Building on the previous mention about your chameleon-like ability to get jobs in multiple fields, you need to know is BSc in Computer Science good for the career-focused student. These are the roles you can get (with salary data from Indeed).
Software Development and Engineering
Rather than being the person who uses software, you can be the person who forms and puts together the building blocks that make the software tick. Software developers and engineers use their coding skills to create the next great apps, websites, computer games, and anything else that needs a computer or mobile device to run.
Average Salary – $114,470
Data Analysis and Data Science
Data, data everywhere, and not a drop to drink. That little spin on the classic “lost at sea” phrase tells you everything you need to know about how many companies feel in the Big Data world. They’re collecting tons of data but don’t know how to organize what they have or extract useful information from it. Data analysts and scientists solve that problem.
Average Salary (Data Analyst) – $74,570
Average Salary (Data Scientist) – $129,574
Cybersecurity and Network Administration
There’s a never-ending battle being waged between network administrators and hackers, with each trying to stay one step ahead of the other. Cyberattacks are on the rise, with Security Magazine pointing out that attacks around the globe increased by 38% in 2022. That means there’s always demand for cybersecurity specialists.
Average Salary – $107,063
Research and Academia
Rather than using your skills to benefit private enterprises, you could be responsible for the next generation of computer scientists. The academic path is a noble one, though not always the most profitable, and it affords you the chance to research the subjects you’re passionate about. The level you reach in academia depends on your own academic accomplishments, with a BSc usually being enough for school-level teaching. You’ll need a Master’s or Ph.D. to go into further education or complex research.
Average Salary (Computing Teacher) – $26.79 per hour
Entrepreneurship and Freelance Opportunities
Why restrict yourself to a single company when you could build your own or spread your scientific seeds wide by becoming a freelancer? More control over your destiny is the biggest benefit of this career path, though there’s a more “sink or swim” mentality. Those who hit it big with a great business idea can hit it really big, but there are plenty of failed computing businesses on the entrepreneurial road.
Average Salary – It all depends on what you do and how well you do it
Factors to Consider When Evaluating the Worth of BSc Computer Science
If you’re still asking “Is BSc Computer Science a good course?” the answer is a definite “yes.” But there are some factors to consider before you commit to several years of computing studies:
- Personal Interests and Aptitude – Success in any area of study requires a passion for your subject and a certain amount of talent in the field. If you’re missing one (or both) of these for computer science then a BSc may not be for you.
- Job Market Trends – It’s very possible to make a six-figure salary as a computer scientist, though specialization is often needed to hit the highest figures. Still, it’s worth keeping an eye on what’s happening with the job market to ensure you’re studying toward a future role.
- Return on Investment – Undergraduate programs can cost anywhere between $15,000 and $85,000, so you need to feel confident that a computer science course is the right one for your future career. Otherwise, you’re left with a massive hole in your bank balance that you need to fill with student loan repayments.
- Job Satisfaction – Working yourself into the ground is never a good thing. You need to feel confident that you’ll achieve the appropriate balance between your work, personal, and family lives.
Comparing BSc Computer Science With Other Courses
A BSc in Computer Science is far from your only choice if you’re interested in delving into computers. Here are three alternatives to consider.
BSc Information Technology
Though an IT degree covers some of the same ground as a computer science one (especially when it comes to computer networks), you’ll trade theoretical knowledge for practical application. Expect to do a lot of work with databases and basic software, with some coding along the way.
BSc Data Science
As a more specialized course, a BSc in Data Science sees you delving deeper into the math and statistics behind computational systems. You’ll learn how to analyze data and may get a better grip on emerging tech, such as machine learning, than you would with a computer science degree.
Bachelor of Engineering (Computer Science)
A bachelor of engineering takes a more hardware-centric focus than a BSc, with this course teaching more about the principles of electrical engineering and how our computing devices actually work. There are still software components, and you’ll touch on similar subjects to a BSc, but you’ll get more practical experience with this course.
Is a BSc in Computer Science Good for You?
The most important question to ask isn’t “Is BSc Computer Science a good course,” but rather is it the right course for you? Your career goals, coupled with your desire (or lack thereof) to invest your time and money into the degree, may be the main deciding factors.
As with any course, ask yourself what the ultimate benefit is to you and weigh up your options (remembering that there are several types of computing degrees) to make the right choice.
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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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