An Austin founder talks how the metaverse is not all VR

If the idea of ​​the metaverse makes you feel more scared than excited, you’re not alone.


in a recent poll on the metaverse, a third of respondents leaned toward feeling more scared about it. It’s a response fitting for a tool that’s in its infantry stages, where it’s not uncommon for some to find it elusive or irrelevant, or require a virtual reality headset.

Amber Allen, founder of metaverse company Double A, has noticed these concerns. Now with the Austin-based company, she’s working on advancements in the metaverse, which may see progress in business use before it becomes mainstream in the general public. But getting to that point involves demystifying misconceptions about it, like that we’ll all put a headset on and avoid real life.

“A lot of people are talking about the metaverse and like what it could be in 10 or 30 years. And they’re not talking a lot about what it is right now. And I think that’s what scares people and confuses them,” Allen told Austin. “I’m just very passionate about what is the metaverse now. It’s the next wave of the internet. No, you don’t need to wear a VR headset.”

(Amber Allen/Twitter)

She broke this down last week in forbes, writing about what is hype versus what’s actually happening with this phase of the internet.

Allen sees how eventually, the metaverse could become a part of how we play and interact. But before the Metaverse extends to the average consumer, many predict that it will be popular in business first.

It’s why some think Microsoft may have an edge about Facebook turned Meta in the industry. And why Allen has designed for work that’s 3D, interactive and business to business, garnishing interest from companies like General Mills, Dell and Chanel.

She points to how many workers now prefer a hybrid work environment, but says the business tools are not there right now. It’s not just within the workplace, however. Double A also offers tools for boosting sales and generating brand engagement through activities like watch parties and meet and greets.

With companies like Allen’s, corporate metaverse use could see wider adoption. Double A has hired 13 people this year, adding to the ranks of nearly 30 employees plus dozens of contractors. Some are remote workers outside of Texas while others use the office in East Austin with graffiti art that includes popular gaming figures like Zelda and the Mario Brothers.

Allen takes great pride in working in her home state, saying that she’d like to be a great ambassador for Austin. She said she wants people new to the city to feel welcome. She has meet ups from time to time so that new people who have moved in can get face time with others who have been in Austin for a while.

Still, her work is bound to extend outside of Austin as she aims to create products that will have global reach.

“I want to change the world,” Allen said. “You got to think localized. If I’m creating something, how does this work for Europe? How would this work for Asia? How can they build on things?”

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