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Months before Zuckerberg’s announcement, Microsoft CEO Satya Nadella was among the first American tech executive to refer to his company’s offerings as part of an “enterprise metaverse.” Chinese conglomerate Tencent, whose holdings include everything from social media apps to stakes in Hollywood studios, has also accelerated its efforts. Facebook’s Zuckerberg recently said he hopes that users stop thinking of Facebook as a social media company and more of a metaverse company. One of them is the same that Sweeney decried for the current state of the Internet. Sweeney’s vision for the metaverse would give users the ability to seamlessly hop from one platform to another and not be limited by a company’s virtual ecosystem.Įven as Sweeney and Epic pursue their metaverse dream, it’s one shared by a number of massive, tech-centric companies. In her decision, District Judge Yvonne Gonzalez Rogers noted how the actions of Epic against Apple were a calculated move to eliminate a barrier to the creation of the metaverse. That suit took aim at Apple’s app store, which Epic argued constituted a monopoly because Apple controls whether apps can appear in its store and receives a 30 percent cut of all financial transactions from those apps.Ī federal judge ruled in Apple’s favor on all but one count, leaving that particular walled garden largely intact. He refers to the economic ecosystems created by the Silicon Valley giants as “walled gardens,” a term that came up frequently during Epic’s mostly unsuccessful antitrust lawsuit against Apple. Sweeney believes platforms like Google and Apple have similarly grown in size while contributing to what he sees as a devolution of the Internet. “By the time figured it out, they were trapped.” “They have all these people follow them, and then at some point, Facebook decided we’re not going to let talk to them directly unless you pay us, and then they introduced advertising as this monetization thing,” Sweeney said.
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Sweeney points to how Facebook has engaged with businesses over the years to illustrate his belief. Today’s always-online, smartphone-centric culture of curated feeds revolves around social media and monetization through advertising, a dynamic Sweeney believes various companies have exploited to their benefit and the detriment of users. People using the Internet in the 1990s via companies like America Online will recall how the Internet has evolved from logging in over phone lines to check their email, chat in real time over AOL Instant Messenger and perhaps check a website or bulletin board discussion before logging off. And they’re going to work with lots of content creators with different experiences to ensure their car is playable here and there, and that it’s receiving the attention it deserves.” They’re going to drop their car into the world in real time and you’ll be able to drive it around. “A carmaker who wants to make a presence in the metaverse isn’t going to run ads. “The metaverse isn’t going to be that,” Sweeney said. It would not be, Sweeney said, the manicured, ad-laden news feed presented by platforms like Facebook.
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It would be a kind of online playground where users could join friends to play a multiplayer game like Epic’s “Fortnite” one moment, watch a movie via Netflix the next and then bring their friends to test drive a new car that’s crafted exactly the same in the real world as it would be in this virtual one. The metaverse, to Sweeney, would be an expansive, digitized communal space where users can mingle freely with brands and one another in ways that permit self-expression and spark joy. The simplest way to define the metaverse is as an evolution of how users interact with brands, intellectual properties and each other on the Internet. And steadily, over several years, Epic has been acquiring a number of assets and making strategic moves with the goal of making Sweeney’s vision for the metaverse a reality. “As we get out of this, everybody is going to realize, ‘Okay we spent the last decade being taken advantage of.'"įor years now, he has eyed a solution: the metaverse. “Now we’re in a closed platform wave, and Apple and Google are surfing that wave too,” Sweeney said. He says the social media era of the Internet, a charge led by Mark Zuckerberg’s Facebook, has separated commerce from the general audience, herding users together and directing them to targets of the company’s choosing rather than allowing free exploration. To Epic Games CEO Tim Sweeney, people are tired of how today’s Internet operates.