The Age Beyond Sports: User Experience in the World of Metaverse

Year 2023, Volume: 3 Issue: 1, 19 - 27, 30.06.2023

Gülsüm Demir , Metin Argan , Halime Dinç

https://doi.org/10.57019/jmv.1176938

Cited By: 12

Abstract

A platform for augmented reality called Metaverse enables users to build interactive experiences that combine the virtual and real worlds. Additionally, it can be considered a virtual version of the concept or idea of cyberspace. People have many alternative options in Metaverse but they mostly use their choise by gaming. Therefore, this study examining the opinions of the participants who experienced the Nikeland sports game, which is the initiative of the Nike sports brand in the metaverse. Within the scope of the research, semi-structured interviews were conducted with the participants who experienced the Nikeland game. Seven themes were obtained: the age beyond sports, atmospheric, feelings, chaotic structure in access, flow, perception of reality and innovative brand in this research. As a result of the findings, although the game initiative of the Nike brand in the metaverse is still in its infancy, it has been seen that there is a belief that this initiative will come to better places in the future. As a consequent of the literature review of the metaverse and the opinions of the users who have experienced the Nikeland game, the researchers have obtained results that the concepts of sports and metaverse are not far from each other and that the sports brands in the metaverse will increase.

Keywords

Metaverse, Nike, Nikeland, experience, gaming experience

References

• Jeon, J. E. (2021). The Effects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea. Journal of Distribution Science, 19(11), 81-90.
• Alcañiz, M.,Bigné, E., &Guixeres, J. (2019). Virtual reality in marketing: a framework, review, and research agenda. Frontiers in psychology, 10 (1530).
• Damar, M. (2021). Metaverse Shape of Your Life for Future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1-8.
• Hollensen, S.,Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy.
• Dionisio, J. D. N.,Burns III, W. G., & Gilbert, R. (2013). 3D virtual Worlds and the metaverse: Current statüs and future possibilities. ACM Computing Surveys, 45(3), 1-38.
• Kim, J. (2021). Advertising in the Metaverse: Research Agenda. Journal of Interactive Advertising, 21(3), 141-144.
• Çelik, R. (2022).Metaverse Nedir? Kavramsal Değerlendirme ve Genel Bakış. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi,08 (01), 67-74.
• Çelikkol, Ş. (2022). Metaverse Dünyası'nın, Tüketici Satın Alma Davranışları Açısından Değerlendirilmesi. İstanbul Kent Üniversitesi İnsan ve Toplum Bilimleri Dergisi, 3(1), 64-75.
• Han, D. I. D.,Bergs, Y., & Moorhouse, N. (2022). Virtual reality consumer experience escapes: preparing for the metaverse. Virtual Reality, 1-16.
• Yee, N. (2006). The demographics, motivations, and derived experiences of users of massively multi-user online graphical environments. Presence: Teleoperators and virtual environments, 15(3), 309-329.
• Saren, M.,Harwood, T., Ward, J., & Venkatesh, A. (2013). Marketing beyond the frontier? Researching the new marketing landscape of virtual worlds. Journal of Marketing Management, 29(13-14), 1435-1442.
• Newzoo.com “Newzoo: Introduction to the Metaverse Report,” 2021. [Online]. Available: https://newzoo.com/insights/trend-reports/newzoo-intro-to-the-metaverse-report-2021-free-version/ [Accessed: 08.04.2022]
• Kottke. M, “Metaverse: New opportunities for sports marketing,” 2021. [Online]. Available: https://beyond-the-match.com/en/insights/metaverse-new-opportunities-for-sports-marketing/ [Accessed: 11.04.2022]
• Chiang, Y. T., Lin, S. S., Cheng, C. Y., & Liu, E. Z. F. (2011). Exploring Online Game Players' Flow Experiences and Positive Affect. Turkish Online Journal of Educational Technology-TOJET, 10(1), 106-114.
• Luo, M. M.,Chen, J. S., Ching, R. K., & Liu, C. C. (2011). An examination of the effects of virtual experiential marketing on online customer intentions and loyalty. The Service Industries Journal, 31(13), 2163-2191.
• Aydoğdu, V. (2021). Sanal Deneyim Etkinliği ve Fijital Pazarlama Kapsamında Konsol Oyunlarının Tüketicilerin Satın Alma Niyeti Üzerine Etkisinin İncelenmesi. Doktora Tezi. Eskişehir: Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü.
• Park, S., & Kim, S. (2022). Identifying World Types to Deliver Gameful Experiences for Sustainable Learning in the Metaverse. Sustainability, 14(3), 1361.
• Wiederhold, B. K. (2022). Metaverse Games: Game Changer for Healthcare?. Cyberpsychology, Behavior, and Social Networking, 25(5), 267-269.
• Hirsh-Pasek, K.,Zosh, J. M., Hadani, H. S., Golinkoff, R. M., Clark, K., Donohue, C., & Wartella, E. (2022). A whole new world: Education meets the metaverse. Policy.
• Nike.com. “A Virtual World On Roblox For Fans To Play Online Mini-games” 2021. [Online]. Available: https://news.nike.com/news/five-things-to-know-roblox [Accessed: 25.04.2022]
• Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business Research Methods (Vol. 9, pp. 1-744). New York: Mcgraw-hill.
• Patton, M. Q. (2014). Qualitative research &evaluation methods: Integrating theory and practice. Thousand Oaks, CA: Sage publications.
• Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and policy in mental health and mental health services research, 42(5), 533-544.
• Bryman, A. (2016). Social research methods. Oxford university press.
• Kvale, S., & Brinkmann, S. (2008). Interviews: Learning the craft of qualitative research interviewing. Thousand Oaks, CA: Sage Publications.
• Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77-101.
• Lincoln, Y.S. & Guba, E.G. (1985). Naturalistic inquiry. California: Sage Publications.
• Argan, M., Argan, M. T., & Dinç, H. (2022). Beni Başka Âlemlere Götür! Kullanıcı Temelli Metaverse Etkinlik Deneyimi. Journal of Internet Applications and Management, 13(1), 33-53.
• Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience (Vol. 1990). New York: Harper & Row.
• Liu, C. C. (2017). A model forexploringplayersflowexperience in online games. Information Technology & People, 30(1), 139-162.
• Floridi, L. (2022). Metaverse: a matter of eXperience. Philosophy & Technology September 2022.
• Maxwell, J.A. (2005). Qualitative Research Design. An Interactive Approach. Second Edition, Sage Publication Inc., California, pp. 109-114.
• Porter, S. (2007). Validity, trustworthiness and rigour: reasserting realism in qualitative research. Journal of Advanced Nursing, 60(1),79-86.
• Lincoln, Y.S., Denzin, N.K. (Eds.). (2003). Turning points in qualitative research: Tying knots in a handkerchief (Vol. 2). Rowman Altamira.
• Pritchard C (2022) Top 10 companies investing in the metaverse. https://www.parcl.co/blog/top-10-companies-investing-in-the-metav erse. Accessed 31 July 2022
• Binance (2021) What is the metaverse? https://academy.binance.com/ en/articles/what-is-the-metaverse. Accessed 5 Feb 2022
• Stephenson N (1992) Snow crash. Bantam Books, New York http://www. randomhousebooks.com/books/172832/
• Johnson J (2021) Worldwide digital population as of January 2021. https://www.statista.com/statistics/617136/digital-population-world wide/. Accessed 1 Feb 2022
• Bojic, L. (2022). Metaverse through the prism of power and addiction: what will happen when the virtual world becomes more attractive than reality?. European Journal of Futures Research, 10(1), 1-24.
• Kissinger HA, Schmidt E, Huttenlocher D (2021) The age of AI: and our human future. Little, Brown and Company, New York https://ageof aibook.com/