General Alpha never left the Metaverse, the traders did

Traders, you are again missing the obvious opportunity. While you’re busy optimizing Instagram ads and debating TikTok strategies, you’re completely neglecting the digital spaces where Gen Alpha is living, playing and engaging. You are missing them in the metaverse. But not the futuristic ad machine with VR goggles and Web3 keywords – the real metaverse that’s quietly blooming under your noses.

Here’s the truth: the metaverse never went away. It wasn’t a passing fad or a speculative bubble that burst along with the Web3’s worst actors. It’s alive, evolving, and has quietly become the dominant mode of digital engagement for an entire generation. Gen Alpha doesn’t just deal with the virtual world; they spend hours there every day. Roblox, Fortnite, Genies and other immersive platforms are where they build relationships, express their identities and consume content. This is not a trend – it is their reality. And the traders? You are nowhere.

The Myth of the Metaverse Bust

Let’s address the elephant in the room: the metaverse as you imagine it—3D dating rooms, speculative crypto art, and Miller Lite bar—was never the real thing. This version failed because it was designed for ad-driven investors or Cannes Lions, not users. What emerged instead were ecosystems where new users create, connect and consume in ways that bypass the passive roller coaster of traditional social media.

Web3 never went away either. Crypto may have had its hype phase, but the value of Bitcoin today is almost double what it was during the so-called height of crypto. Similarly, the metaverse platforms where Gen Alpha lives were not disrupted by market speculation; they quietly became the real social networks. And these aren’t spaces for passive media consumption – they’re about community, interaction and identity.

For General Alpha, the metaverse is not a “thing of the future”. It is their daily reality. They’re spending an average of 3-4 hours a day on platforms like Roblox and Fortnite — 43% more time than they spend on TikTok and YouTube combined, according to Gamefam.

However, marketers have largely ignored this change, burned by early metaverse mistakes or convinced it was all just a fad. Sound familiar? It’s the same hesitancy we saw when social media emerged and older marketers couldn’t figure out how to authentically engage in the new digital spaces. So they just ignored it completely, leaving out the newest and growing segment in the market.

“Branding an entire Internet generation around the word ‘metaverse’ was problematic — it became synonymous with Zuck’s avatar and ruined the concept,” says Genies CEO Akash Nigam. “Now, say the word and people cry; pass it and everybody claps. The word can be cancelled, but the innovation cannot.”

The Real Social Network

The metaverse is not “social media”. It is a social network in the truest sense. It’s about connection, not consumption. These platforms allow Gen Alpha to build relationships, participate in communities, and create identities through avatars, virtual goods, and immersive experiences.

And here’s the key: this kind of engagement puts traditional social media to shame. Participation isn’t just scrolling through endless Instagram feeds, watching troll comments, or watching algorithm-curated videos on TikTok; the time spent is much more significant. Users actively build, explore and interact in digital worlds that feel real to them. It’s high-commitment, high-intensity, and high-fidelity — and you miss it.

Smart brands like Nike, Nickelodeon and Headspace have already made themselves at home in these worlds. Nikeland is thriving on Roblox with more than 35 million visitors. Nickelodeon’s IP within Fortnite is a great example of how brands can create relevance in these worlds. Earlier this year, Headspace XR at Metaverse took their meditations and mindfulness into VR to provide users with a playground for their minds to enjoy alone or connect with friends. With a growing global wellness industry worth over $6 trillion, it’s a smart move to connect with younger generations through mental health.

Branded virtual goods, personalized avatars and unique interactive experiences allow brands to appear in authentic ways that resonate with users. But most of you can’t fathom that because you’re still treating it like it’s 2015 and wondering how to put a banner ad in these spaces.

The opportunity here isn’t just about visibility; it’s about being part of the culture. In a market saturated with influencers, the metaverse is where real influence resides. It’s the future, not because it’s a shiny new thing, but because it’s where Gen Alpha already is. If your brand isn’t there, they won’t miss you – they’ll forget you.

The wake up call

Marketers, it’s time to shake off the burnout from past technology cycles and recognize the opportunity before you. Yes, the metaverse requires learning a new book, but that has always been the price of entry for innovation. Remember when social media took years for older marketers to understand? It’s the same story – but the stakes are higher.

General Alpha’s attention is here, now. Their time and commitment is here, now. It is no longer about predicting the future. The Metaverse is happening. If you wait to commit until it’s comfortable, you’ll be too late.

Be uncomfortable. Start experimenting. Start investing. Because General Alpha is not waiting for you.

Dan Gardner, is the co-founder of Code and Theory. He is an expert at spotting the change happening right before your eyes. To learn more, read:

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