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Report · January 1, 2022
Published by Newzoo
The analysis demonstrates that the metaverse, blockchain gaming, and NFTs have transitioned from niche curiosities to mainstream commercial forces, reshaping consumer engagement across entertainment, fashion, and gaming. Major brands—including Nike, Gucci, Samsung, and Louis Vuitton—are investing in digital real estate and virtual storefronts to capture a digitally native audience, while music artists leverage virtual concerts and NFT sales as alternative revenue streams. Virtual events such as Ariana Grande’s Rift Tour and Justin Bieber’s Wave performance illustrate the capacity of fully digital experiences to attract millions of concurrent viewers, signaling a shift toward immersive entertainment and fan‑centric monetization. In the fashion sector, digital‑first houses like Auroboros and The Fabricant generate millions of users by selling high‑priced virtual garments, integrating NFTs to provide ownership and community benefits. The report projects that realistic XR shopping, AR try‑ons, and interoperable digital wardrobes will drive higher engagement and conversion rates, enabling luxury brands to test markets digitally before physical production. Blockchain gaming remains dominated by low‑revenue titles, yet play‑to‑earn (P2E) ecosystems—exemplified by Axie Infinity’s 3 billion gamers and Illuvium’s $72 million funding—are expanding, with guilds such as Yield Guild Games monetizing in‑game assets through lending models. Sustainability hinges on continued user engagement and broader adoption beyond speculative gains. Non‑PFP NFTs, including virtual land, music collectibles, and utility tokens, are gaining traction through community‑building perks and cross‑game interoperability, as seen in VeeFriends, NBA Top Shot, Habbo Hotel, and Metakey. These use cases broaden the NFT value proposition and support deeper metaverse integration. However, the industry faces significant regulatory and safety challenges: governments are pushing for open standards to mitigate political, moderation, and privacy risks, while the proliferation of user‑generated content amplifies concerns over deepfakes, disinformation, and harassment. Addressing these issues will require new legal frameworks and robust community moderation before a safe, inclusive metaverse can be fully realized.
newzoo The Metaverse, Blockchain Gaming, and NFTs: Navigating the Internet’s Uncharted Waters Newzoo Trend Report 2022 AR 2022
Table of Contents 1. Introduction 3 2. The Metaverse Foundation 4 2. The Metaverse Foundation 4 3. Executive Summary 10 3. Executive Summary 10 4. Top 10 Trends 14 4. Top 10 Trends 14 i. The Metaverse, Entertainment, and 15 i. The Metaverse, Entertainment, and 15 Implications for Brands Implications for Brands ii. P2E, Blockchain Gaming, and Digital Land 28 ii. P2E, Blockchain Gaming, and Digital Land 28 iii. NFTs, Crypto, and Interoperability 39 4. Limitations and Closing Thoughts 45
The Metaverse in 2022 and Beyond Foreword We launched the first edition of our metaverse report in July 2021. Then, the metaverse, NFTs, and blockchain gaming transitioned from being largely unknown concepts to ubiquitous terms on the lips of every major brand or investor. Despite the hype somewhat cooling down in recent months—partly as a result of the global macroeconomic situation—interest in the metaverse as a natural and immersive successor to the 2D internet Mihai Vicol Metaverse Lead is still at an all-time high. Mihai Vicol Metaverse Lead The transition from Web 2.0 to Web 3.0 will not only impact the modus operandi of (major) brands, but also the way in which consumers live, work, and experience entertainment. The evolution of simulated, 3D worlds presents a particularly massive opportunity for brands. The transition from diffused physical spaces and into virtual worlds provides them with a new opportunity to reach a highly condensed mass of users that is more difficult to both approach and monetize through other forms of advertising. This transition into virtual worlds can only accelerate as the current generations of digital natives age and as virtual experiences become more authentic. Fast-moving brands like Nike, Louis Vuitton, Balenciaga, or technology brands like Meta—to name just a few—recognized this shifting of the tide and have already developed metaverse strategies.
erate as the current generations of digital natives age and as virtual experiences become more authentic. Fast-moving brands like Nike, Louis Vuitton, Balenciaga, or technology brands like Meta—to name just a few—recognized this shifting of the tide and have already developed metaverse strategies. Moreover, while NFTs and blockchain games have experienced a spectacular 2021, a severe drawback in the crypto market along with fears of a global recession have both led to public interest and coin valuations substantially waning in recent months. As a result, this correction will likely end most of the (low effort) endeavors in these areas. Nevertheless, we remain optimistic about the future and remain confident that the top projects will succeed. Given how fast-moving this space still is, an elemental understanding of the building blocks and trends that surround it is essential. Therefore, in this report, we identify and discuss the top 10 prevailing trends in the metaverse, blockchain gaming, and NFT space. Understanding these trends (and what drives them) will help companies endemic to gaming, consumer brands, and consumers alike to navigate the murky waters of the metaverse, along with its connection to NFTs and blockchain games. We hope you find this report insightful and useful for shaping your strategy in 2022 and beyond.
Metaverse Ecosystem Diagram (1/2) Metaverse Gateways O Centralized Decentralized AltspaceVR dot big banga HABBO FORTNITE GENSO GERIUM SANDBOX 5C V KOA LittleTC MapleStory RUNESCAPE SiMS4 Terranie UPLAND horizon reams Anamverse cORe VR CHAT Decentraland YOM TREASURE ROBLOX OMIN NEOS crey PolkaCity SECOND DUSTY Struckd E LIFE MULTIVERSE PLAY SANSAR TOGETHER REUOrld MINECRAFT MRTRLI CDP TPLAYABLE WORLDS RAVE.SPACE Stadium LIVE Challau UP Loot BLOKTOPIA DVISION GAMES NFT PFP Collections 0 Social & Meeting Hubs O Economy O 2oo C General L zoom in 'MoonPaycoinbase VOAX Topia VRIENDLY PayPal simplex Maddie's PUNKS FLF DEADFELLAZ QQ P HIGHRISE reomkey VCOIN sshopify I G2APAY VeeFriends s Doodles ZRKNGZ DISCORD FACEBOOK Nimmerse Sayollo E Frolen Raumnces WChat Pay WIERD'S OUL Gather Meetin VNTANA Xsolla world of women AZUKI 7SaMeJOLt STRAIGHTFIRE SpatialChat CODAPAYMENTS stripe Crypto Wallets & Access METAMASK Fortmatic Music & Entertainment O Avatar & Interoperability O EXODUS portis.io Trust Wallet AUDIUS Audioglyphs CRYPTOAVATARS avon TREZOR Gnosis Safe Bitski Catalog EMMERSIVE AVATAR SDK v venly wallet TTemple READY MINT OTHERLAND CURIO LEAVER ONGS ME animaze Genies LEDGER tomic HYPERREAL 0 ONEOF RTFKT Tafi i Marketplaces $ hdrocI RedpillVR Crucible FILTERYA async.>DMarket EENJIN BINANCE VRJAM onerar E coinbase FTX T wave Digital Fashion & Identity O LOOKS KnownOrigin. CEEK PIXELYNX Tribute ΔMAH CLO RARE SuperRare makersplace @ Dapper NFTKEY royal ZWIFT YABAL Capitolasocialrepubliqe RTeKT Flowtyelixir PLACEBO DIGITALAX
cI RedpillVR Crucible FILTERYA async.>DMarket EENJIN BINANCE VRJAM onerar E coinbase FTX T wave Digital Fashion & Identity O LOOKS KnownOrigin. CEEK PIXELYNX Tribute ΔMAH CLO RARE SuperRare makersplace @ Dapper NFTKEY royal ZWIFT YABAL Capitolasocialrepubliqe RTeKT Flowtyelixir PLACEBO DIGITALAX Drest AUBOBOBOSDRESSX Sᵀᴼᴾ NFTrade SHOT Parcel sorare
The metaverse represents a fundamental shift from a two-dimensional internet toward a persistent, three-dimensional social ecosystem driven by gamified virtual spaces. This evolution is currently led by "game as a platform" models, most notably Roblox, which leverages tens of millions of daily active users to host diverse commercial and social experiences. While major global brands in fashion, luxury, and finance are increasingly investing in "direct-to-avatar" economies and digital real estate to reach younger, digital-native demographics, the sector faces significant economic and technical hurdles. High developer take rates, consistent net losses among platform leaders, and networking limitations that prevent massive simultaneous user scaling remain primary obstacles to long-term growth. The integration of blockchain technology and non-fungible tokens (NFTs) has introduced new economic paradigms, such as the "Play-to-Earn" model. Although these games accounted for nearly half of all decentralized application wallet activity by late 2021, their growth is largely concentrated in emerging markets where users treat gaming as an income-generating activity. The sustainability of these ecosystems is currently challenged by high entry barriers and a prioritization of financial speculation over core gameplay quality. For the industry to mature, it must transition toward higher-quality experiences and more robust virtual economies that offer genuine utility beyond profile-picture status symbols. Mass adoption of these decentralized virtual worlds is currently constrained by technical and regulatory friction. Interoperability across different platforms remains a theoretical goal rather than a functional reality, while high transaction fees on networks like Ethereum and environmental concerns create additional barriers. Furthermore, the industry must navigate complex legal landscapes regarding digital privacy, content moderation, and the protection of intellectual property. Despite a cooling of initial market hype following a crypto correction in 2022, the long-term trajectory points toward a transmedia future where digital assets and virtual identities are central to global commerce and social interaction.
The analysis evaluates the health and dynamics of the blockchain ecosystem during October 2022, revealing a sector in transition marked by divergent growth patterns across applications, platforms, and asset classes. Overall user engagement rose, with unique active wallets for decentralized applications increasing 6.8 percent to just over two million, driven primarily by explosive adoption on Arbitrum, Optimism and a dramatic surge on NEAR following its partnership with Google Cloud. By contrast, the gaming segment and Ethereum’s core wallet base contracted, falling 2 percent and 4.5 percent respectively, underscoring a shift of activity toward emerging layer‑2 solutions. DeFi continued its rebound, with total value locked climbing 5.3 percent to $83 billion, though Ethereum retained a dominant 62 percent share of that capital. New entrants also made notable strides; the Aptos token achieved a $1 billion market capitalization within two weeks, entering the top‑50 cryptocurrencies, while Dogecoin posted the strongest price appreciation of the month at 50 percent. NFT markets displayed mixed signals: trading volume and sales declined 30 percent month‑on‑month, yet the number of unique NFT traders grew 18 percent to 1.11 million, and Polygon’s NFT volume surged 770 percent, largely propelled by Reddit‑hosted collections. Security vulnerabilities remained a critical concern, with cross‑chain bridges accounting for 82 percent of the month’s $3.57 million in exploit losses, including high‑profile attacks on Mango Markets, TempleDAO, the QANX bridge and Rabby Swap. The combined effect of rapid user migration, uneven asset performance, and persistent bridge exploits highlights both the growth potential and the systemic risk factors shaping the blockchain industry at the close of 2022.
The blockchain gaming industry underwent a significant market correction in late 2022, signaling a transition from speculative "Play-to-Earn" (P2E) models toward more sustainable, gameplay-focused ecosystems. While unique active wallets stabilized at approximately one million, NFT transaction volumes fell 30% to $500 million, and major project market capitalizations plummeted by over 90%. Despite a 19% year-over-year decline in total deal value to $875 million in the third quarter, the sector saw a 2.6x increase in the number of funding deals. This shift indicates a move away from infrastructure-heavy "picks and shovels" investments toward seed-stage funding for game studios and user-friendly wallet solutions. The collapse of unsustainable economic designs has catalyzed a pivot toward "Free-to-Own" (F2O) and "Play-and-Own" (P&O) models. These frameworks prioritize fun-first gameplay and lower entry barriers by offering free initial digital assets, moving away from the yield-focused mechanics that previously dominated the space. This evolution is supported by a significant talent migration from traditional AAA and mobile gaming companies, which is professionalizing development and introducing more sophisticated tokenomics. Furthermore, the industry is expanding its reach through casual genres and the integration of established intellectual properties from major Asian studios like Square Enix and SEGA. Mass adoption efforts are increasingly focused on distribution and technical scalability. Notable milestones include the launch of blockchain titles on mainstream platforms like the Epic Games Store and the clarification of NFT guidelines within the Apple App Store. However, the industry faces ongoing challenges, including a crisis in the gaming guild model and intensifying regulatory scrutiny. As the SEC investigates major entities regarding the classification of digital assets as securities, developers are balancing innovation in on-chain mechanics and AI-driven content with the need for compliance in an increasingly complex global legal landscape.
The July 2022 DappRadar Blockchain Industry Report analyzes the state of the decentralized application ecosystem during a significant market downturn. The findings indicate that while the broader crypto industry remains trapped in a bear market influenced by the collapse of Terra and macroeconomic pressures like U.S. inflation, specific sectors—most notably blockchain gaming—demonstrate remarkable resilience. The report covers global trends across decentralized finance (DeFi), non-fungible tokens (NFTs), and gaming, utilizing data on Unique Active Wallets (UAW) and Total Value Locked (TVL) to measure health and engagement. Data shows that dapp activity reached a yearly low in July with 1.68 million daily UAW, a 4% decrease from June. DeFi was the hardest-hit segment, with UAW dropping below 500,000 for the first time since early 2021. Despite this, DeFi TVL saw a 22% recovery during the month, rising to $82.3 billion, led by growth on Ethereum, BNB Chain, and Tron. The report also highlights the continued "crypto contagion" following the Celsius Network bankruptcy filing, which has increased calls for international regulatory frameworks like the EU’s MiCA. The NFT market experienced a contraction, with monthly trading volume failing to reach $1 billion for the first time in over a year. Market dynamics are shifting as OpenSea’s dominance fell from 84% in May to 58.6% in July, facing increased competition from new entrants like the GameStop and Nickelodeon marketplaces. Conversely, the gaming sector emerged as a primary industry driver, accounting for nearly 60% of all dapp usage. With nearly 1 million daily UAW, blockchain games grew 8% month-over-month, suggesting that immersive mechanics and venture capital interest are insulating the segment from the prevailing "crypto winter."