Media Buying Briefing: What a tour through Dentsu and Microsoft’s metaverse campus says about the future of digital marketing

When you first land in Dentsu’s newly-built metaverse campus in a virtual reality outer space, it can feel like you’re in “Fortnite.”

While the popular battle royale game and Dentsu’s space in metaverse productivity platform HeadOffice.Space do have one thing in common — both are built on virtual world creation tool Unreal Engine 5 — users won’t be scaling buildings or blasting one another with cannons. Instead, they can test out retail concepts or build showrooms in the metaverse that will be accessible through virtually reality devices or any online mobile and desktop devices.

In the lead-up to the Consumer