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ARTICLE · 07 FEBRUARY 2022

Virtual Commerce: Brands In The Metave®se

Gamma Law
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The value of the global metaverse is expected to reach $800 billion by 2024.

United StatesIntellectual Property
David B. Hoppe
David B. Hoppe

The value of the global metaverse is expected to reach $800 billion by 2024. This represents more than 16-fold growth over the $48 billion generated in 2020. The metaverse brings with it a host of legal challenges and opportunities including trademark enforcement, branding and marketing deals, content partnerships and collaborations, market development, and customer diversification. Companies – both established players and start-ups – that are intent on operating in the metaverse writ large or building their own metaverse platform should be aware of several brand-use and trademark issues that can arise.

The Metaverse Is Built on Brands and Trademarks

Companies seeking to establish a foothold in the metaverse must familiarize themselves with trademark rights, as many brand owners are leveraging their IP in this new digital environment. Many optimistically view the metaverse as a limitless market for promoting their products and services. Visionary brand owners

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