As more brands leap into the evolving metaverse, best described as a network of open, 3D, virtual worlds, concerns about creating branded experiences suitable for kids and young teens will only grow.

Currently, brands are connecting with young audiences in the metaverse through gaming platforms such as Minecraft and Roblox. Research from the technology provider SuperAwesome, which helps children have safe digital experiences, shows that brands that create safe, thoughtful, and immersive in-game content activations are likely to drive curiosity in the brand, purchase intent, and positive perception of the games themselves.

Moreover, gaming platforms are allowing brands to advance their purpose initiatives and values and link to their charitable causes and other efforts promoting positivity.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Devra Prywes, global head of marketing and insights at SuperAwesome, to discuss the potential of engaging young audiences in gaming environments and advancing a brand’s do-good work.