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Netflix Builds ‘Gray Man’ Metaverse Experience Into Decentraland

  • A collaboration between Netflix’s Latin America division and The Electric Factory is supported by the Decentraland Foundation
  • “This is an exploratory process,” said The Electric Factory’s business developer.

Streaming giant Netflix has landed in the Decentraland metaverse.

The objective is twofold: to promote its new action film “The Gray Man”, starring Ryan Gosling and Chris Evans, and to explore new interactive ways for a brand to connect virtually with its fans.

The film is a spy thriller, and Netflix’s 45-plot Decentraland activation is rightfully considered a “metaverse mission.” Decentraland recreated a landscape from the film – a maze that users must navigate through proving their knowledge of the film’s plot along the way.

Blockworks demonstrated the experience, alongside Martin Shibuya, the Decentraland Foundation’s art director and Diego Alvarez, the Electric Factory’s senior business developer, the programmers and architects behind the game.

Upon entering the maze, users hear original music from the film and instructional video from protagonist Ryan Gosling.

Avatar of journalist Ornella Hernandez in Decentraland outside the Netflix labyrinth and “The Gray Man”.

In partnership with Netflix Latin America, Decentraland said the best way to access the Metaverse is to replicate an actual scene from the movie. This not only appeals to those who have already seen the film, but also “strengthens users who are in Decentraland playing the maze and leads them to watch the film,” Shibuya said.

The month-long experience is a way for big brands to enter the metaverse by renting virtual land for a short, specific project, instead of buying it. According to Alvarez, companies doing this today “are going to have a huge advantage tomorrow if they understand how it works and how people can interact” in the metaverse.

Users must answer questions about “The Gray Man” to advance through the maze.

He added that the metaverse is about “having fun, connecting with other people here. And that’s why we have this stimulus [trivia game] it makes you feel like you’re always doing something.

In its first week on air, Decentraland says it saw 2,000 users walk through the maze. Once users have reached the fountain in the center and unlocked a secret room, they can connect their crypto wallets to record their completion time. The best time recorded at the time of the demo was thirteen seconds.

Users navigate the maze to reach a fountain and unlock a hidden room.

Users can also select rewards like a free wearable accessory for their avatar, added immediately to their wallet. Choices include the three main agents’ signature looks; Sierra Six’s jacket, Lloyd’s mustache and polo shirt, and Miranda’s blazer and bucket hat.

Users can select a wearable accessory for their avatar based on the outfits worn by characters in the movie.

Brands and businesses are always finding the best way to leverage blockchain technology to interact with their customers, Alvarez said. “Web3 offers so many opportunities for the entertainment world, especially when it comes to immersive storytelling and audience engagement.”

“There’s a lot of room for improvement” when it comes to bringing more users into the metaverse, added Shibuya, who thinks it’s important for virtual worlds to become open protocols for everyone. where digital asset ownership is standard.

Decentraland is also home to major brands such as Samsung, Nike, and Coca-Cola. The platform also recently hosted Metaverse Fashion Week where luxury fashion houses including Dolce & Gabbana organized fashion shows to showcase their latest wearables.

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  • Ornella Hernández



    Ornella is a Miami-based multimedia journalist who covers NFTs, the Metaverse, and DeFi. Prior to joining Blockworks, she worked for Cointelegraph and also worked for TV channels such as CNBC and Telemundo. She started investing in Ethereum after hearing about it from her father and hasn’t looked back. She speaks English, Spanish, French and Italian. Contact Ornella at [email protected]

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