Meta, formerly Facebook, has a good track record of knowing when to disrupt itself just in time to play a major role in the next generation of consumption – it successfully disrupted itself from a desktop into a mobile-first company. Meta recently realised the need to establish itself in the 3D space, having led to its rebrand to Meta and its extensive work on bringing user experiences into 3D environments.
In the meantime, the competitive pressure is on – not from the traditional social media space, but from games. Games have a long-established history in 3D interfaces, and companies are now working on securing valuable, and scalable, cross- entertainment partnerships and digital socialising opportunities for consumers. Each side is approaching the bid to enhance its cultural relevance from its own angle. The faster one side can move, the more of an uphill struggle the other side will face.