Popular video streaming Netflix partnered with Decentraland to promote its new movie, ‘The Gray Man’ in the metaverse.
Together with the Electric Factory, backed by the Decentraland Foundation, Netflix’s Latin American division held a “Mission Metaverse” for the film last week.
📼 · 𝗧𝗵𝗲 𝗚𝗿𝗮𝘆 𝗠𝗮𝗻 › 𝕆𝕗𝕗𝕚𝕔𝕚𝕒𝕝 ℙ𝕠𝕤𝕥𝕖𝕣!
𝗖𝗼𝗺𝗶𝗻𝗴 𝘀𝗼𝗼𝗻 — #TheGrayManRP 🕴️
Check out the new official poster of 𝗧𝗵𝗲 𝗚𝗿𝗮𝘆 𝗠𝗮𝗻, get ready for this action-packed movie. 𝗔𝘂𝗴𝘂𝘀𝘁 𝟮𝟬, only on 𝗡𝗲𝘁𝗳𝗹𝗶𝘅. pic.twitter.com/2hGe6Rr5MW
— The Gray Man ᴿᴾ (@TheGrayManRP) August 7, 2022
The Gray Man Metaverse Mission on Decentraland
Netflix and Decentraland’s The Gray Man Metaverse Mission is a maze to find the best agent of the metaverse. Players have to enter the maze, set best times and earn wearables.
Decentraland on its page explained the details of the mission: “Find the source in the maze and retrieve the USB with classified information, then get to the secret room to check your personal time and collect your rewards”.
In collaboration with Netflix Latin America, Decentraland said the best way to access the metaverse was to replicate an actual scene from the movie.
This not only attracts those who had already seen the movie, but also “drives users who are on Decentraland playing in the maze and gets them to watch the movie,” Shibuya said.
The month-long experiment is a way for big brands to enter the metaverse by renting virtual land for a short, specific project, rather than buying it.
According to Alvarez, companies that do this today are going to have a big advantage tomorrow if they understand how this works and how people can interact” in the metaverse.
He added that the metaverse is for fun, to get in touch with other people here.
In its first week live, Decentraland says it saw 2,000 users go through the maze. Once users reach the hub’s source and unlock a secret room, they can plug in their crypto wallets to record their completion time. The fastest time recorded at the time of the demo was thirteen seconds.
Users can also choose rewards such as a free wearable for their avatar, which is immediately added to their wallets.
Options include the signature looks of the three main agents: Sierra Six’s jacket, Lloyd’s mustache and polo shirt, and Miranda’s blazer and bob.
Brands and companies are still figuring out how best to leverage blockchain technology to interact with their customers, Alvarez said. “There are so many opportunities that Web3 offers the entertainment world, especially when it comes to immersive storytelling and audience engagement.”
“There is a lot of room for improvement” when it comes to bringing more users into the metaverse, added Shibuya, who believes it is important for virtual worlds to become protocols open to everyone where ownership of digital assets is standard.
In addition, the mission tested players’ knowledge of The Gray Man, the new Netflix movie starring Ryan Gosling and Chris Evans.
Therefore, only those who knew the movie well became the best agents of the metaverse.
Netflix and the Web3
Not Netflix’s first foray into the web3 space, Netflix’s hit show Love, Death + Robots launched an NFT scavenger hunt in June 2022.
Similarly, Netflix partnered with NFT marketplace Candy Digital, to launch Stranger Things NFTs earlier this year.
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