Exploring the Role of Avatars as Means of User Expression
Introduction
An avatar is a digital representation of an individual that is used for online communication and interaction. Avatars can be customized to reflect the user’s interests, personality, and appearance and can be used to explore virtual environments and participate in activities in the digital world. In particular, avatars are medium for presence and identity in virtual reality environments as Metaverses.
One of the key features of avatars is that they can be linked to various types of information, such as bio-metrics data and personal preferences & traits. This allows for even more realistic and personalized representations of the user.
Avatars can also serve as an extension of the user’s intended identity and can be used to represent businesses or organizations as a way to interact with customers and stakeholders.
Direct 2 Avatar (D2A)
Direct to Avatar (D2A) is a new form of direct to consumer (D2C) marketing that is expected to become more popular in the coming years. It involves brands selling products directly to users through virtual avatars in virtual reality or “Metaverse” environments.
One of the main benefits of D2A is that it removes the “middleman” layer of the traditional D2C (Direct 2 Consumer) ecosystem, which still relies on third parties for shipping, handling, and distributing. Instead, brands can focus on creativity and product digitization to cater to this new economy. This allows them to enter the market directly and eliminates the friction that still exists for brands in the traditional D2C ecosystem.
To understand the potential impact of this phenomenon, it is worth noting that according to Gartner’s predictions:
by 2026, 25% of people will spend at least one hour per day in the metaverse
This trend is already being driven by younger generations, with close to 3 billion people (mostly gen Z and millennials) spending significant amounts of time and money playing games that have their own currencies, such as Robux in Roblox and Fortnite Coins in Fortnite. These games encourage players to play, win, engage, and buy virtual items to unlock new avatar-centric experiences.
To succeed in the Avatar Economy, brands will need to take a creative approach to marketing. Traditional marketing techniques will not be effective in this virtual world. Instead, brands will need to gamify their products and stores to drive engagement, customize avatars to allow users to express themselves, create native tokens and currencies to keep the experience specific to the ecosystem, and host events to provide compelling experiences. It is also important for brands to be authentic and transparent, as users may be more skeptical of virtual marketing than traditional forms.
Avatars Classification
When classifing an avatar, there are several distinctions to consider beyond simply whether it is a 2D or 3D avatar, or whether it is cartoon-like or photorealistic.
Some other typologies to consider include:
- Full body avatars: These avatars map and replicate a user’s entire body using sensors, allowing them to interact and move digitally in the metaverse.
- Leg-less avatars: These avatars do not render the legs, making them easier to use and requiring fewer system resources.
- VR avatars: These avatars are commonly found on older systems and do not allow users to see their own appearance as they experience the metaverse from a first-person perspective.
- AI avatars: These avatars are powered by artificial intelligence and can carry out tasks and interact with other users in the metaverse.
- Gamer avatars or Non-Player Character (NPC): These avatars are commonly used in gaming environments and may represent the user’s in-game character or avatar.
Avatars are digital representations of individuals used for online communication and interaction in virtual reality environments. They can be customized to reflect the user’s interests, personality, and appearance and can be linked to various types of information, such as biometrics data and personal preferences. In the coming years, the use of avatars in direct to consumer marketing is expected to increase with the rise of the “Avatar Economy.”
