You could say that data science is the driving force behind our modern world. Digital technologies are responsible for how we work, play, and socialize, and data science impacts all those areas. This field deals with how computer systems work, learn, and connect through networks. As such, the demand for data science advancements keeps growing.
Unsurprisingly, industries worldwide require more and more data science experts. Many job openings call for people with advanced degrees – a basic knowledge of data science is no longer a considerable advantage in the job market.
Today, getting a master’s degree in data science represents a surefire way to start a lucrative career. These degrees pave the way towards better-paid jobs and higher positions. Best of all, you can get an MSc data science online.
The advantage of an online master’s degree data science program is its convenience and opportunities. You can get a prestigious degree from your home, without having additional complications of moving to campus. Plus, the degree you obtain may come from a leading university, gaining you even more favorable credentials.
Let’s look at the best online data science master’s programs and what they have to offer.
Criteria for Ranking
Finding a quality program for MSc data science online requires a detailed examination according to several criteria. When creating our list, we considered the following in particular:
- University reputation and accreditation
- The content of the courses and program curriculum
- Online program accessibility and flexibility
- Available resources and student support
- Pricing and financial aid options
- Career prospects for graduates
Top Online Master Degrees in Data Science
1. Rome Business School – International Online Master in Data Science
Program Overview
The program consists of three modules. The first focuses on managerial and leadership skills based on data. The second module deals mostly with IT and data science solutions as they apply to business problem-solving.
The third module explores how your competency in data science technology reflects on data governance. The skills you’ll learn here apply to data management through specific methods and processes.
Key Features and Highlights
The International Online Master in Data Science provides the opportunity to participate in bootcamps worldwide. The locations include the U.S., Spain, Italy, and Nigeria.
Students also have the opportunity to work on real-life cases and datasets. This kind of hands-on experience will prepare you for the professional application of your data science knowledge.
Admission Requirements and Process
The admission process for this program will consist of four steps: credential evaluation, confirmation of your application, the interview, and, finally, admission.
Since the program offers introductory classes, previous knowledge of data science isn’t a strict requirement. However, experience in particular topics will count as an advantage in your evaluation.
Cost and Financial Aid Options
Participating in this program costs €6,700. The Rome Business School offers several payment options. First, students can pay in six installments after enrolling. The installments are interest-free.
Next, paying the installments before starting the course makes you eligible for a 5% discount. Finally, paying the entire sum before enrollment comes with a 10% discount.
Scholarships are also available for this program and will be determined according to the applicant’s motivation, experience, and personal profile. Eligible applicants may choose from seven scholarship types.
Career Prospects for Graduates
The program allows students to connect with industry-leading companies, learning from the best while creating meaningful connections. The Rome Business School offers a career service with soft skills, individual coaching, and other training.
2. European Leadership University – Professional Master in Data Science & Leadership
Program Overview
As a data science program with a particular focus on leadership, this program focuses on combining the two disciplines. In other words, learners become more competent as leaders through data science skills.
The program lasts for 19 months, including data skills like machine learning, Python programming, and NLP. On the leadership side, the courses teach coaching, communication, accountability, and similar skills.
Key Features and Highlights
The faculty team at the European Leadership University consists of respected academics and experts who actively practice data science. Besides the proven industry experts and their knowledge and guidance, this program has a notable distinction: it offers two certificates and a data science MSc degree.
The first certificate you’ll receive is in data science after nine months of study. The next is the certificate in leadership and action research, which will become available after month 14. Lastly, doing the final project will award you the MSc degree.
Admission Requirements and Process
The prerequisites for this program include a Computer Science or related undergraduate degree, statistics and programming knowledge, and proven experience in IT.
Candidates who meet these requirements will go through a four-stage application process. You’ll need to submit your application online, pass an analytical test, submit your diploma, and, finally, complete the entry test.
Cost and Financial Aid Options
The program costs €5,000. There are three payment options: installments, early bird, and a flexible plan. Installments are a straightforward option and may be paid during the study period. The early bird bonus refers to paying upfront, which makes you eligible for a 10% discount.
The flexible plan is particularly interesting. It includes a membership fee, paid monthly over a longer period. In addition to the tuition cost, there’s also a €250 registration fee that you don’t have to pay until you’ve been accepted.
Career Prospects for Graduates
The university and its programs have international accreditation, which means the degree you get here will be recognized worldwide. The institution also offers mentoring services and a talent accelerator program, intended to prepare learners for high-profile jobs.
3. European School of Data Science & Technology – MSc Data Science
Program Overview
The MSc Data Science program from the European School of Data Science & Technology is a comprehensive course focused on gaining a detailed knowledge of various data science aspects. Particular attention is devoted to programming, statistics, and machine learning.
The program has 12 courses across four semesters, with each course lasting for three weeks. The semesters are organized around particular subjects concerning data science: foundation, analytics and tools, visualization and application, and experiential learning, which contains the master thesis.
Key Features and Highlights
The curriculum for this program was created according to the latest requirements and trends in the industry. Expert teachers offer one-on-one mentoring throughout each course. The program is structured to provide relevant knowledge that you can apply immediately.
Admission Requirements and Process
To enlist in the European School of Data Science & Technology (ESDST) MSc Data Science online program, you’ll need a Bachelor’s degree. However, the degree doesn’t have to be in data science or a related discipline. Lacking a degree, you can also apply for the program if you have more than three years of relevant work experience.
Since the course is in English, you’ll need proof of proficiency with sufficient scores on IELTS, PTE, TOEFL, or another accepted test. Upon the review of your application, you’ll have an interview after which you’ll be notified of whether you’re accepted or not.
Cost and Financial Aid Options
This MSc program costs €490 per month plus the registration fee of €1,500. You can pay the program fee in monthly installments or cover the entire cost (program and registration fee) at once for a 5% discount. Additional options are to pay the entire program fee for a €1,000 reduction, or pay €4,000 initially and cover the rest in 12 monthly installments of €1,500.
It’s worth mentioning that the ESDST offers several scholarships to students who meet specific standards. The scholarships may cover from 25% to 50% of the program fee.
Career Prospects for Graduates
Besides the theoretical knowledge, this program offers plenty of practice in data science, exposing students to all facets of this discipline. The experience from the projects you do during the courses will represent an advantage in the job market. In addition, you’ll be paired with a mentor from a specific industry who can provide further career assistance.
4. University of Glasgow – Data Analytics MSc
Program Overview
The Data Analytics MSc from the University of Glasgow is a three-year program. It consists of 11 core courses and two electives. The first two years follow a pace of two courses per trimester, while the final year consists of the final project and an MSc dissertation.
The program is part-time and covers all crucial facets of data science, including analytics, machine learning, programming, and predictive modeling.
Key Features and Highlights
Renowned international experts and academics teach the courses. The part-time structure allows learners to maintain a job while studying with full freedom in setting their pace. This data analytics MSc also has a fast-track option, letting you obtain the degree in two instead of three years.
Admission Requirements and Process
To enter this program, you’ll need a Bachelor’s degree equivalent to the UK upper second class, which means a GPA of 4.0-4.5. The degree doesn’t need to be from data science or statistics, but it should include mathematics on a higher level.
Alternatively, you may substitute the degree with relevant experience in data analytics or a related field. The application for the program is done entirely online.
Cost and Financial Aid Options
The total cost of the program is £15,000 or about €17,200. Additional fees may apply during the program, but only in specific cases like applying for a dissertation reassessment. Students can apply for a UK scholarship or a country-specific loan if you’re from the UK.
Career Prospects for Graduates
This MSc program creates opportunities in particular data science fields like finance, medical research, statistics, and pharmaceutics. University of Glasgow graduates reportedly boast an enviable track record in terms of employment.
5. University of Europe for Applied Sciences – Data Science MSc
Program Overview
Built with flexibility in mind, this online master degree data science program offers two, three, or four-semester options. These award 60, 90, and 120 ECTS points, respectively. All variants include courses on data analytics, engineering, and science, while the three and four-semester programs also have data visualization and marketing analytics.
Key Features and Highlights
In addition to detailed knowledge of data science, the program teaches other crucial skills, particularly in the first semester. During that time, you’ll obtain advanced English skills, learn the foundations of programming and the Office suite, and get familiar with scientific writing.
Admission Requirements and Process
You’ll need to have completed a Bachelor’s program (not necessarily in data science) to apply to this MSc. A basic grasp of programming will also be required, although a preparatory course is available if you lack any programming experience.
The admission process will consist of an entry exam and an online interview.
Cost and Financial Aid Options
Tuition fees for EU students are expressed in monthly values: €820 per month for any curriculum. Non-EU students will pay a €10,938 yearly fee. A 15% or larger discount is applicable for early applicants. Additionally, scholarship may be available on a case-by-case basis.
Career Prospects for Graduates
The University of Europe for Applied Sciences collaborates with European, multinational, and global partners. This collaboration opens up career paths for students, including actual projects and internships with leading companies like Daimler and BASF.
Tips for Choosing the Right Online MSc Data Science Program
Choosing an MSc data science online program will require careful consideration. Here’s what you should take into account to ensure you’ve enrolled in the right program:
- Whether the program aligns with your career goals
- Flexibility and time requirement
- Faculty quality and the curriculum
- The reputation and accreditation of the university
- Fees and available financial aid
Enroll in the Best Online Data Science Master’s Program
Once you gain an MSc in data science, your job opportunities will increase. The demand for new experts in the market is always high, with those holding relevant degrees having the upper edge. If you’re certain that a career in data science is right for you, don’t hesitate to complete an MSc in one of the leading institutions in the field.
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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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