Metaverse – Virtual Worlds and Creating Brand Awareness and Customer Engagement – Examples from Poland

Abstract

The development of immersive digital environments has become a significant direction in contemporary information technologies, with the metaverse emerging as a key framework for integrating social interaction and commercial activity within interconnected virtual spaces. This study examines the role of metaverse-based environments in marketing communication and brand management, focusing on how immersive platforms are used to structure consumer engagement and brand experience. Drawing on an analysis of academic literature, industry reports and selected case studies, the article compares global patterns of metaverse adoption with practices observed among Polish brands operating on platforms such as Roblox and Fortnite. The findings indicate that while global implementations increasingly integrate experiential, transactional and data-driven mechanisms, Polish initiatives remain primarily engagement-oriented and exploratory. The analysis highlights key determinants shaping effective metaverse-based brand strategies and identifies structural, organizational and regulatory factors limiting wider adoption in the Polish market.