The Age Beyond Sports: User Experience in the World of Metaverse

Abstract

The metaverse is a new place where people's avatars spend their time playing, working, having fun, cultural outing, and more. Although metaverse offers many experiences to its users, one of the metaverse experiences where users spend the most time is the gaming experience. Therefore, this study investigates the opinions of the participants who experienced the Nikeland sports game, which is the initiative of the Nike sports brand in the metaverse. Within the scope of the research, semi-structured interviews were conducted with the participants who experienced the Nikeland game. Seven themes were obtained: the age beyond sports, atmospheric, feelings, chaotic structure in access, flow, perception of reality and innovative brand in this research. As a result of the findings, although the game initiative of the Nike brand in the metaverse is still in its infancy, it has been seen that there is a belief that this initiative will come to better places in the future. As a consequent of the literature review of the metaverse and the opinions of the users who have experienced the Nikeland game, the researchers have obtained results that the concepts of sports and metaverse are not far from each other and that the sports brands in the metaverse will increase.

Virtual Laboratory Learning Environment: VLLE on Metaverse for University in Thailand

“…This is consistent with the research of Chatwattana et al [5], who found the combination of new technology concepts and new teaching methods to create the brand-new ideas and innovations by providing an appropriate environments and suitable learning media for students can encourage students to have more engagement in the learning process and enable them to have instant interaction with others and follow up on their results at any time. It is also in accordance with the research of Demir et al [25], who stated that the metaverse is a new technology that can enhance interactive experiences in the virtual world. It paves the way to active learning through media and information technology, which is thought to enable students to obtain learning experiences on their own.…”

Diversity, equity and inclusion in the sport metaverse

“…The metaverse is the newest virtual environment that offers many new experiences, such as game experiences (Demir et al, 2023), but it will revolutionize nearly every industry including sports and entertainment (Hollensen et al, 2023). Beyond the composition of the virtual world itself (i.e.…”

“…Demir et al conducted semi-structured interviews to explore consumers' experiences in Nikeland sports game (Demir et al, 2023). As a result of analyzing responses from 15 experienced participants, seven themes emerged, including positive consumer experiences (i.e.…”

Mobil Uygulamalar Aracılığıyla Koşma Egzersizleri İçin Performans Ölçümü

“…Bununla birlikte, bazı çalışmalar, metaverse'nin spordaki potansiyel uygulamalarını araştırmıştır. Bir çalışma, Nike spor markasının Metaverse (Demir, Argan, & Dinç, 2022) girişimi olan Nikeland spor oyununu deneyimleyen katılımcıların görüşlerini analiz etmiştir. Çalışma, spor ve metaverse kavramlarının birbirinden uzak olmadığını ve metaverse'deki spor markalarının artacağı bulgusuna ulaşmıştır.…”

“…Bu konuda Camkıran, Sersan ve Yıldız (2021) yapmış oldukları çalışmada sporda teknoloji kullanımının sağlık, iletişim, sportif başarıyı etkilediği görülmüştür. Araştırmada aynı zamanda metaverse teknolojisinin spor endüstrisi üzerinde etkili bir faktör olduğu ortaya koyulmaktadır.TekkurşunDemir (2022) yapmış olduğu araştırmada dijital çağa ayak uydurulmasıyla; hareketsiz yaşam, sağlıksız beslenme, obezite, zayıflık, bilişsel bozukluk gibi sorunlarla karşı karşıya kalındığı bulgusuna ulaşılmaktadır. Özellikle bu sorunlar sporcuların beslenmesini, rekreatif aktivite ve egzersize katılmasını, sosyal, psikolojik ve kültürel yapısını, motivasyonunu, beden kitle indeksini vb.…”