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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From the same author
Read the articleDuring the Open Institute of Technology’s (OPIT) 2025 graduation day, the OPIT team interviewed graduating student Irene about her experience with the MSc in Applied Data Science and AI. The interview focused on how Irene juggled working full-time with her study commitments and the value of the final Capstone project, which is part of all OPIT’s master’s programs.
Irene, a senior developer at ReActive, said she chose to study at OPIT to update her skills for the current and future job market.
OPIT’s MSc in Applied Data Science and AI
In her interview, Irene said she appreciated how OPIT’s course did not focus purely on the hard mathematics behind technologies such as AI and cloud computing, but also on how these technologies can be applied to real business challenges.
She said she appreciated how the course gave her the skills to explain to stakeholders with limited technical knowledge how technology can be leveraged to solve business problems, but it also equipped her to engage with technical teams using their language and jargon. These skills help graduates bridge the gap between management and technology to drive innovation and transformation.
Irene chose to continue working full-time while studying and appreciated how her course advisor helped her plan her study workload around her work commitments “down to the minute” so that she never missed a deadline or was overcome by excessive stress.
She said she would recommend the program to people at any stage in their career who want to adapt to the current job market. She also praised the international nature of the program, in terms of both the faculty and the cohort, as working beyond borders promises to be another major business trend in the coming years.
Capstone Project
Irene described the most fulfilling part of the program as the final Capstone project, which allowed her to apply what she had learned to a real-life challenge.
The Capstone Project and Dissertation, also called the MSc Thesis, is a significant project aimed at consolidating skills acquired during the program through a long-term research project.
Students, with the help of an OPIT supervisor, develop and realize a project proposal as part of the final term of their master’s journey, investigating methodological and practical aspects in program domains. Internships with industrial partners to deliver the project are encouraged and facilitated by OPIT’s staff.
The Capstone project allows students to demonstrate their mastery of their field and the skills they’ve learned when talking to employers as part of the hiring process.
Capstone Project: AI Meets Art
Irene’s Capstone project, “Call Me VasarAI: An AI-Powered Framework for Artwork Recognition and Storytelling,” focused on using AI to bridge the gap between art and artificial intelligence over time, enhancing meaning through contextualization. She developed an AI-powered platform that allows users to upload a work of art and discover the style (e.g. Expressionism), the name of the artist, and a description of the artwork within an art historical context.
Irene commented on how her supervisor helped her fine-tune her ideas into a stronger project and offered continuous guidance throughout the process with weekly progress updates. After defending her thesis in January, she noted how the examiners did not just assess her work but guided her on what could be next.
Other Example Capstone Projects
Irene’s success is just one example of a completed OPIT Capstone project. Below are further examples of both successful projects and projects currently underway.
Elina delivered her Capstone project on predictive modeling of natural disasters using data science and machine learning techniques to analyze global trends in natural disasters and their relationships with climate change-related and socio-economic factors.
According to Elina: “This hands-on experience has reinforced my theoretical and practical abilities in data science and AI. I appreciate the versatility of these skills, which are valuable across many domains. This project has been challenging yet rewarding, showcasing the real-world impact of my academic learning and the interdisciplinary nature of data science and AI.”
For his Capstone project, Musa worked on finding the optimal pipeline to fine-tune a language learning model (LLM) based on the specific language and model, considering EU laws on technological topics such as GDPR, DSA, DME, and the AI Act, which are translated into several languages.
Musa stated: “This Capstone project topic aligns perfectly with my initial interests when applying to OPIT. I am deeply committed to developing a pipeline in the field of EU law, an area that has not been extensively explored yet.”
Tamas worked with industry partner Solergy on his Capstone project, working with generative AI to supercharge lead generation, boost SEO performance, and deliver data-driven marketing insights in the realm of renewable energy.
OPIT’s Master’s Courses
All of OPIT’s master’s courses include a final Capstone project to be completed over one 13-week term in the 90 ECTS program and over two terms in the 120 ECTS program.
The MSc in Digital Business and Innovation is designed for professionals who want to drive digital innovation in both established companies and new digital-native contexts. It covers digital business foundations and the applications of new technologies in business contexts. It emphasizes the use of AI to drive innovation and covers digital entrepreneurship, digital product management, and growth hacking.
The MSc in Responsible Artificial Intelligence combines technical expertise with a focus on the ethical implications of modern AI. It focuses on real-world applications in areas like natural language processing and industry automation, with a focus on sustainable AI systems and environmental impact.
The MSc in Enterprise Cybersecurity prepares students to fulfill the market need for versatile cybersecurity solutions, emphasizing hands-on experience and soft-skills development.
The MSc in Applied Data Science and AI focuses on the intersection between management and technology. It covers the underlying fundamentals, methodologies and tools needed to solve real-life business problems that can be approached using data science and AI.
Read the articleIn May 2025, Greta Maiocchi, Head of Marketing and Administration at the Open Institute of Technology (OPIT), went online with Stefania Tabi, OPIT Career Services Counselor, to discuss how OPIT helps students translate their studies into a career.
You can access OPIT Career Services throughout your course of study to help with making the transition from student to professional. Stefania specifically discussed what companies and businesses are looking for and how OPIT Career Services can help you stand out and find a desirable career with your degree.
What Companies Want
OPIT degrees are tailored to a wide range of individuals, with bachelor’s degrees for those looking to establish a career and master’s degrees for experienced professionals hoping to elevate their skills to meet the current market demand.
OPIT’s degrees establish the foundation of the key technological skills that are set to reshape industries shortly, in particular artificial intelligence (AI), big data, cloud computing, and cybersecurity.
Stefania shared how companies recruiting tech talent are looking for three types of skills:
- Builders – These are the superstars of the industry today, capable of developing the technologies that will transform the industry. These roles include AI engineers, cloud architects, and web developers.
- Protectors – Cybercrime is expected to cost the world $10.5 trillion by the end of 2025, which means companies place a high value on cybersecurity professionals capable of protecting their investment, data, and intellectual property (IP).
- Decoders – Industry is producing more data than ever before, with global data storage projected to exceed 200 zettabytes this year. Businesses seek professionals who can extract value from that data, such as data scientists and data strategists.
Growing Demand
Stefania also shared statistics about the growing demand for these roles. According to the World Economic Forum, there will be a 30-35% greater demand for roles such as data analysts and scientists, big data specialists, business intelligence analysts, data engineers, and database and network professionals by 2027.
The U.S. Bureau of Labor Statistics, meanwhile, predicts that by 2032, the demand for information security will increase by 33.8%, by 21.5% for software developers, by 10.4% for computer network architects, and by 9.9% for computer system analysts. Finally, the McKinsey Global Institute predicts a similar 15-25% increase in demand for technology professionals in the business services sector.
How Career Support Makes a Difference
Next, Stefania explained that while learning essential skills is vital to accessing this growing job market, high demand does not guarantee entry. Today, professionals looking for jobs in the technology field must stand out from the hundreds of applicants for each position with high-level skills.
Applicants demonstrate technical expertise in relevant fields by completing OPIT’s courses. They also need to prove that they can deliver results, demonstrating not just what they know but how they have applied what they know to transform or benefit a business. Professionals also need adaptability, adaptive problem-solving skills, and a commitment to continuous learning. OPIT’s final Capstone projects can be an excellent way to demonstrate the value of newly acquired skills.
Each OPIT program prepares students for future careers by providing dedicated support and academic guidance at every step.
What Kind of Support Does Career Services Offer?
Career Services is specifically focused on assisting students in making the transition to the job market, and you can make an appointment with them at any time during your studies. Stefania gave some specific examples of how Career Services can support students on their journey into the career market.
Stefania said she begins by talking with students and discussing what they truly value to help them discover the type of career that aligns with their strengths. With students who are still undecided on how to start to build their careers, she helps them craft a tailored job and internship search plan.
Stefania has also worked with students who want to stand out during the job application process among the hundreds of applicants. This includes hands-on help in reframing resumes, tailoring LinkedIn profiles, and developing cover letters that tell a unique story.
Finally, Stefania has assisted students in preparing for interviews, helping them research the company, develop intelligent questions about the role to ask the interviewer and engage in mock interviews with an experienced recruiter.
Connecting With Employers
OPIT Career Services also offers students exposure to a wide range of employers and the opportunity to build relationships through masterclasses, career talks, and industry roundtables. The office also helps students build career-ready skills through interactive, hands-on workshops and hosts virtual career fairs with top recruiters.
Career Services also plays an integral role in connecting students with companies for their Capstone project in the final phase of their master’s program. So far, students have worked with companies including Sintica, Cosmica, Cisco, PayPal, Morgan Stanley, AWS, Dylog, and Accenture. Projects have included developing predictive modeling for natural disasters and fine-tuning AI to answer questions about EU tech laws in multiple languages.
What Kinds of Jobs Have OPIT Graduates Secured?
Stefania capped off her talk by sharing some of the positions that OPIT graduates have now fulfilled, including:
- Chief Information Security Officer at MOMO for MTN mobile services in Nigeria
- Data Analyst at ISX Financial in Cyprus
- Head of Sustainability Office at Banca Popolare di Sondrio in Italy
- Data Analyst at Numisma Group in Cyprus
- Senior Software Engineer at Neaform in Italy
OPIT Courses
OPIT offers both foundational bachelor’s degrees and advanced master’s courses, which are both accessible with any bachelor’s degree (it does not have to be in the field of computer science).
Choose between a BSc in Modern Computer Science for a strong technical base or a BSc in Digital Business to focus on applications.
Meanwhile, courses that involve a final Capstone project include an MSc in Applied Data Science and AI, Digital Business and Innovation, Enterprise Cybersecurity, and Responsible Artificial Intelligence.
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Related posts
During the Open Institute of Technology’s (OPIT) 2025 graduation day, the OPIT team interviewed graduating student Irene about her experience with the MSc in Applied Data Science and AI. The interview focused on how Irene juggled working full-time with her study commitments and the value of the final Capstone project, which is part of all OPIT’s master’s programs.
Irene, a senior developer at ReActive, said she chose to study at OPIT to update her skills for the current and future job market.
OPIT’s MSc in Applied Data Science and AI
In her interview, Irene said she appreciated how OPIT’s course did not focus purely on the hard mathematics behind technologies such as AI and cloud computing, but also on how these technologies can be applied to real business challenges.
She said she appreciated how the course gave her the skills to explain to stakeholders with limited technical knowledge how technology can be leveraged to solve business problems, but it also equipped her to engage with technical teams using their language and jargon. These skills help graduates bridge the gap between management and technology to drive innovation and transformation.
Irene chose to continue working full-time while studying and appreciated how her course advisor helped her plan her study workload around her work commitments “down to the minute” so that she never missed a deadline or was overcome by excessive stress.
She said she would recommend the program to people at any stage in their career who want to adapt to the current job market. She also praised the international nature of the program, in terms of both the faculty and the cohort, as working beyond borders promises to be another major business trend in the coming years.
Capstone Project
Irene described the most fulfilling part of the program as the final Capstone project, which allowed her to apply what she had learned to a real-life challenge.
The Capstone Project and Dissertation, also called the MSc Thesis, is a significant project aimed at consolidating skills acquired during the program through a long-term research project.
Students, with the help of an OPIT supervisor, develop and realize a project proposal as part of the final term of their master’s journey, investigating methodological and practical aspects in program domains. Internships with industrial partners to deliver the project are encouraged and facilitated by OPIT’s staff.
The Capstone project allows students to demonstrate their mastery of their field and the skills they’ve learned when talking to employers as part of the hiring process.
Capstone Project: AI Meets Art
Irene’s Capstone project, “Call Me VasarAI: An AI-Powered Framework for Artwork Recognition and Storytelling,” focused on using AI to bridge the gap between art and artificial intelligence over time, enhancing meaning through contextualization. She developed an AI-powered platform that allows users to upload a work of art and discover the style (e.g. Expressionism), the name of the artist, and a description of the artwork within an art historical context.
Irene commented on how her supervisor helped her fine-tune her ideas into a stronger project and offered continuous guidance throughout the process with weekly progress updates. After defending her thesis in January, she noted how the examiners did not just assess her work but guided her on what could be next.
Other Example Capstone Projects
Irene’s success is just one example of a completed OPIT Capstone project. Below are further examples of both successful projects and projects currently underway.
Elina delivered her Capstone project on predictive modeling of natural disasters using data science and machine learning techniques to analyze global trends in natural disasters and their relationships with climate change-related and socio-economic factors.
According to Elina: “This hands-on experience has reinforced my theoretical and practical abilities in data science and AI. I appreciate the versatility of these skills, which are valuable across many domains. This project has been challenging yet rewarding, showcasing the real-world impact of my academic learning and the interdisciplinary nature of data science and AI.”
For his Capstone project, Musa worked on finding the optimal pipeline to fine-tune a language learning model (LLM) based on the specific language and model, considering EU laws on technological topics such as GDPR, DSA, DME, and the AI Act, which are translated into several languages.
Musa stated: “This Capstone project topic aligns perfectly with my initial interests when applying to OPIT. I am deeply committed to developing a pipeline in the field of EU law, an area that has not been extensively explored yet.”
Tamas worked with industry partner Solergy on his Capstone project, working with generative AI to supercharge lead generation, boost SEO performance, and deliver data-driven marketing insights in the realm of renewable energy.
OPIT’s Master’s Courses
All of OPIT’s master’s courses include a final Capstone project to be completed over one 13-week term in the 90 ECTS program and over two terms in the 120 ECTS program.
The MSc in Digital Business and Innovation is designed for professionals who want to drive digital innovation in both established companies and new digital-native contexts. It covers digital business foundations and the applications of new technologies in business contexts. It emphasizes the use of AI to drive innovation and covers digital entrepreneurship, digital product management, and growth hacking.
The MSc in Responsible Artificial Intelligence combines technical expertise with a focus on the ethical implications of modern AI. It focuses on real-world applications in areas like natural language processing and industry automation, with a focus on sustainable AI systems and environmental impact.
The MSc in Enterprise Cybersecurity prepares students to fulfill the market need for versatile cybersecurity solutions, emphasizing hands-on experience and soft-skills development.
The MSc in Applied Data Science and AI focuses on the intersection between management and technology. It covers the underlying fundamentals, methodologies and tools needed to solve real-life business problems that can be approached using data science and AI.
In May 2025, Greta Maiocchi, Head of Marketing and Administration at the Open Institute of Technology (OPIT), went online with Stefania Tabi, OPIT Career Services Counselor, to discuss how OPIT helps students translate their studies into a career.
You can access OPIT Career Services throughout your course of study to help with making the transition from student to professional. Stefania specifically discussed what companies and businesses are looking for and how OPIT Career Services can help you stand out and find a desirable career with your degree.
What Companies Want
OPIT degrees are tailored to a wide range of individuals, with bachelor’s degrees for those looking to establish a career and master’s degrees for experienced professionals hoping to elevate their skills to meet the current market demand.
OPIT’s degrees establish the foundation of the key technological skills that are set to reshape industries shortly, in particular artificial intelligence (AI), big data, cloud computing, and cybersecurity.
Stefania shared how companies recruiting tech talent are looking for three types of skills:
- Builders – These are the superstars of the industry today, capable of developing the technologies that will transform the industry. These roles include AI engineers, cloud architects, and web developers.
- Protectors – Cybercrime is expected to cost the world $10.5 trillion by the end of 2025, which means companies place a high value on cybersecurity professionals capable of protecting their investment, data, and intellectual property (IP).
- Decoders – Industry is producing more data than ever before, with global data storage projected to exceed 200 zettabytes this year. Businesses seek professionals who can extract value from that data, such as data scientists and data strategists.
Growing Demand
Stefania also shared statistics about the growing demand for these roles. According to the World Economic Forum, there will be a 30-35% greater demand for roles such as data analysts and scientists, big data specialists, business intelligence analysts, data engineers, and database and network professionals by 2027.
The U.S. Bureau of Labor Statistics, meanwhile, predicts that by 2032, the demand for information security will increase by 33.8%, by 21.5% for software developers, by 10.4% for computer network architects, and by 9.9% for computer system analysts. Finally, the McKinsey Global Institute predicts a similar 15-25% increase in demand for technology professionals in the business services sector.
How Career Support Makes a Difference
Next, Stefania explained that while learning essential skills is vital to accessing this growing job market, high demand does not guarantee entry. Today, professionals looking for jobs in the technology field must stand out from the hundreds of applicants for each position with high-level skills.
Applicants demonstrate technical expertise in relevant fields by completing OPIT’s courses. They also need to prove that they can deliver results, demonstrating not just what they know but how they have applied what they know to transform or benefit a business. Professionals also need adaptability, adaptive problem-solving skills, and a commitment to continuous learning. OPIT’s final Capstone projects can be an excellent way to demonstrate the value of newly acquired skills.
Each OPIT program prepares students for future careers by providing dedicated support and academic guidance at every step.
What Kind of Support Does Career Services Offer?
Career Services is specifically focused on assisting students in making the transition to the job market, and you can make an appointment with them at any time during your studies. Stefania gave some specific examples of how Career Services can support students on their journey into the career market.
Stefania said she begins by talking with students and discussing what they truly value to help them discover the type of career that aligns with their strengths. With students who are still undecided on how to start to build their careers, she helps them craft a tailored job and internship search plan.
Stefania has also worked with students who want to stand out during the job application process among the hundreds of applicants. This includes hands-on help in reframing resumes, tailoring LinkedIn profiles, and developing cover letters that tell a unique story.
Finally, Stefania has assisted students in preparing for interviews, helping them research the company, develop intelligent questions about the role to ask the interviewer and engage in mock interviews with an experienced recruiter.
Connecting With Employers
OPIT Career Services also offers students exposure to a wide range of employers and the opportunity to build relationships through masterclasses, career talks, and industry roundtables. The office also helps students build career-ready skills through interactive, hands-on workshops and hosts virtual career fairs with top recruiters.
Career Services also plays an integral role in connecting students with companies for their Capstone project in the final phase of their master’s program. So far, students have worked with companies including Sintica, Cosmica, Cisco, PayPal, Morgan Stanley, AWS, Dylog, and Accenture. Projects have included developing predictive modeling for natural disasters and fine-tuning AI to answer questions about EU tech laws in multiple languages.
What Kinds of Jobs Have OPIT Graduates Secured?
Stefania capped off her talk by sharing some of the positions that OPIT graduates have now fulfilled, including:
- Chief Information Security Officer at MOMO for MTN mobile services in Nigeria
- Data Analyst at ISX Financial in Cyprus
- Head of Sustainability Office at Banca Popolare di Sondrio in Italy
- Data Analyst at Numisma Group in Cyprus
- Senior Software Engineer at Neaform in Italy
OPIT Courses
OPIT offers both foundational bachelor’s degrees and advanced master’s courses, which are both accessible with any bachelor’s degree (it does not have to be in the field of computer science).
Choose between a BSc in Modern Computer Science for a strong technical base or a BSc in Digital Business to focus on applications.
Meanwhile, courses that involve a final Capstone project include an MSc in Applied Data Science and AI, Digital Business and Innovation, Enterprise Cybersecurity, and Responsible Artificial Intelligence.
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