Observed Signal · Nov 2, 2022 · Conference Keynote · Source: Trending Topics · Impact: 2/5 · Sentiment: Positive
Improbable CEO: Metaverse Is Not for Gaming Firms, But for Everyone Else
At Web Summit Lisbon, Improbable CEO Herman Narula argued that the metaverse is not primarily a gaming opportunity but a chance for brands, celebrities, sports clubs, and content creators to build their own virtual universes and monetize audiences without sharing revenue with big tech platforms. He positioned Improbable's M2 platform as technically superior, claiming it can handle 300 million operations per second compared to Fortnite's 10,000. Narula also stressed that crypto is the only viable way to monetize Web3 and manage ownership and value in the metaverse economy. He envisioned a network of companies building the metaverse rather than a single player like Meta, and noted Improbable's existing role as technology partner for The Otherside, the Bored Ape Yacht Club metaverse project.
High-profile statement from an Improbable executive on metaverse opportunities for brands and creators signals a potential new virtual-world monetization channel, but it is not tied to a concrete advertising technology release or direct AdTech impact.
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Key Takeaways & Evidence Grounding
- Improbable CEO Herman Narula spoke about the metaverse at Web Summit Lisbon.
- Improbable's M2 platform is designed to support 300 million operations per second, versus Fortnite's 10,000 OPS.
- Narula said the metaverse is not a business opportunity for gaming companies but for brands, celebrities, sports clubs, and content creators.
- He argued that crypto is the only way to monetize Web3 and that the metaverse economy will be managed via blockchain.
- Improbable is the technology partner of The Otherside, the metaverse project of the Bored Ape Yacht Club.
Connected Companies & Entities
1 Entity mapped“Mentioned as being too focused on VR; Narula argued that no single player like Meta should build the metaverse alone....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
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