The Metaverse is neither a new concept nor a hologram, but it can be difficult to boil down to an elevator pitch. “It’s hard to wrap your head around something that’s so new and so different,” said Christina Wootton, vp of brand partnerships at Roblox. “As we slowly get more and more used to it, I think people will start to see why it’s so important — and why it’s real.”

The most accessible entry point into the Metaverse is massively multiplayer video games. Many Fortnite players got their first taste of the proto-Metaverse during last year’s virtual Travis Scott concert, a shared experience that allowed players to simultaneously experience a custom-coded virtual concert inside a freeform digital world. The concert was attended by more than 12 million people and remains an oft-cited example of the Metaverse’s capabilities.

Compared to a true Metaverse, however, the Travis Scott concert was a mere shadow on the cave wall. Players could only interact with up to 49 other users at a time, and the experience was closed off to users without Epic Games accounts — it was not interoperable in the way that a true Metaverse would be. According to Victor David, CEO of digital item production firm Epik, the Metaverse will be far more expansive, allowing users to move between platforms and virtual worlds without needing to shed their digital identities or eschew experiences. In other words, it will be a virtual universe that boasts all the features of the real world — and more. “What if next time, Travis Scott can do his concert in Fortnite and Roblox and Minecraft and everywhere, all at the same time?” David said.

As people warm up to the idea of a truly persistent virtual world, some companies are scrambling to put a Metaverse spin on seemingly unrelated services or products — a popular source of criticism among Metaverse skeptics. To the uninitiated, it is far from obvious why a company like Coca-Cola might be interested in auctioning off themed non-fungible tokens.