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Preferred measurement metrics for the metaverse

metaverse measurement gap

Your weekly briefing on the metaverse // 5 September 2022 

Sad to see so many in Snap let go. You may find a compilation of Snap alumni here if you are actively hiring. Also, ICYMI – the Immersive Wire will now publish once a week on Mondays.

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The metaverse measurement gap

EXCLUSIVE: Gorilla in the room published research on the lack of standardised metrics to measure human behaviour in spatial experiences. Based on surveying 65 companies in the space:

  • Data analytics: Google Analytics is used by 26% of respondents, with time as the key metric. Others use biometrics and eye tracking as well. But the crux of it is that most want better data metrics to demonstrate business value.
  • Attention: The amount of attention that people give during immersive experiences is overwhelmingly the most important metric that companies measure. Personally, I find the ‘ease of use’ metric shockingly low (see the graph below); a frictionless experience is incredibly important for XR, and I am surprised that it is so low on priorities.
Credit: Gorilla in the room
  • Business value: The metrics that companies see will drive business value includes ‘attention’ to specific content, navigation around experiences, and level of immersion (in that order).
  • The crux of it is that measuring some metrics is still difficult. “XR data analytics haven’t kept pace with creative and technological advancements so the industry needs scalable metrics which are unique to 3D experiences as opposed to legacy 2D media,” said Jonathan Barrowman, CEO of Gorilla in the room.
  • Personally, I suspect some metrics will always be difficult to measure. Emotions are a good example; surveys after experiences are helpful, but lack the granular detail of measuring responses during gameplay. The survey is also at risk of being too wide in scope; as it covers AR (which uses Google Analytics more) and VR (which may track biometrics more). I would like to see a version that splits between the two.
  • The full study can be found here (the link will go live in a few hours).
Credit: Gorilla in the room

What do you think of the report? Join the discussion and meet like-minded professionals on the Immersive Wire Discord. 

Supporting Women in Immersive Tech Europe

At Women in Immersive Tech Europe, our vision is to create an inclusive network of talented women who are driving Europe’s virtual, augmented and mixed reality sectors. We want our network to break barriers and to be an inspiration for Women in Immersive Technologies all over the world. The WIIT community is a place to connect, meet like-minded women from across Europe, and find the resources to learn and grow. Find out more.

Other stories

Got stories? Do let me know at tom (at) immersivewire (dot) com. 

  • Apple trademarked ‘Reality One,’ ‘Reality Pro,’ and ‘Reality Processor.’
    • The logical guesses are that Reality One will be part of its subscription service, Reality Pro will be a premier model, and Reality Processor will be a new line of Apple silicon.
  • HONOR announced Gateway to the Future, an AR initiative designed to enrich cultural heritage.
  • HTC VIVE’s Mars CamTrack is partnering with Aximmetry to make live broadcasting easier.
  • Metaverse Standards Forum provided an update on its first 60 days.
  • Microsoft‘s immersive goggles for the US Army are hitting the field.
    • Curious to see how effective the hardware will be once fully deployed.
  • Meta and Qualcomm announced a multi-year strategic collaboration to develop next-generation Snapdragon XR platforms.
    • Meta also said they want to make its own silicon (a la Apple); curious to see how that will evolve over time.
  • VRstudios announced Football Frenzy, the second installment in experiences for Fury.
  • XR Summit will happen on 20 – 22 September.

Looking for assistance

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Keep pushing yourself

Perris Rhayne, Founder and CEO, Appian Way Art

What is your background?

I worked as a curator for The Art Spirit Gallery, and found my passion for fine art, and soon after discovered the world of Web 3 and NFTs. I began tirelessly researching the industry, and found the decentralized philosophy to align with many of my own interests. I have a deep passion for bringing female entrepreneurs into the space, and hope to see more representation over the coming years.

What are you working on, and what’s a key learning that you’ve had from it? 

I’ve learned so much from my time spent on Appian Way, the most important of which is to surround yourself with like-minded individuals. Hire people whose passion surpasses yours, and you will see the difference when a team loves what they do.

I am currently working to found Appian Way, a fine art NFT platform that utilizes LiDAR scanning to turn physical works of art into incredible 3D renderings. We work with galleries, museums, and private collectors across the country to bring the best of what artists have to offer to Web 3. 

If you had to give one piece of advice, what would you give? 

A piece of advice that has always stuck with me is to be mindful of the 3/4 mile burnout. The difference between founders and incredible ideas, is how you push through when you’d love nothing more than to quit. Keep pushing! 

If you want to know more about Perris Rhayne, click here to find out more. 

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Meditative with the VIVE Flow. Photo credit: Tom Ffiske

Tom Ffiske

Editor, Immersive Wire

Tom Ffiske is the Editor of the Immersive Wire, a twice-weekly newsletter on the immersive industry.