{"id":3293,"date":"2022-10-16T08:09:27","date_gmt":"2022-10-16T08:09:27","guid":{"rendered":"https:\/\/www1.medianet.hr\/?p=3293"},"modified":"2026-08-19T15:02:38","modified_gmt":"2026-08-19T15:02:38","slug":"metaverzum-buducnost-ili-prolazni-trend","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/metaverzum-buducnost-ili-prolazni-trend\/","title":{"rendered":"Metaverzum \u2013 budu\u0107nost ili prolazni trend?"},"content":{"rendered":"
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Metaverzum \u2013 budu\u0107nost ili prolazni trend?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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U posljednje vrijeme \u010dini se kao da gotovo svakog dana izlaze novi trendovi, koji mijenjaju na\u010din na koji komuniciramo me\u0111usobno, s omiljenim brendovima ili na\u0161im potencijalnim kupcima. Jedan od pojmova koji se u\u010destalo spominje te ujedno obe\u0107ava velike promjene u digitalnoj sferi je metaverzum.<\/p>

Iako smo u jednom od prethodnih blogova \u201eNovinarstvo, mediji, tehnologija \u2013 trendovi u 2022. godini<\/a>\u201c spomenuli navedeni pojam, ovaj put \u0107emo detaljnije razlo\u017eiti \u0161to to\u010dno metaverzum predstavlja te kakav \u0107e utjecati imati na na\u0161u svakodnevicu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Metaverzum<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Metaverse<\/em> ili metaverzum prvi put je spomenut<\/a> 1992. godine u noveli Neala Stephensona, kao pojam koji opisuje virtualni svijet kojega bi mogli nastaniti ljudi. Danas metaverzum nije samo fikcija te predstavlja trodimenzionalnu virtualnu okolinu, unutar koje se korisnici mogu me\u0111usobno dru\u017eiti, komunicirati ili \u010dak trgovati, odnosno, kombinaciju virtualnih svjetova (VR) i pro\u0161irene stvarnosti (AR).<\/p>

Jednostavnim rje\u010dnikom, metaverzum je internet u 3D obliku. Na primjer, umjesto da proizvode pregledavate na ekranu, klikaju\u0107i mi\u0161em kako biste dobili vi\u0161e informacija, mo\u017eete \u201eu\u0107i\u201c u \u201etrgovinu\u201c i \u00a0odabrati ili \u010dak \u201eisprobati\u201c proizvode s digitalnih polica, prije nego obavite kupnju.<\/p>

Metaverse<\/em> je postao poznat \u0161iroj javnosti nakon popularnosti Bitcoina, odnosno blockchain<\/em> tehnologije i kriptovaluta, koji su predstavili \u0161irok spektar mogu\u0107nosti kada se radi o kreiranju digitalne imovine i njenog vlasni\u0161tva.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Koja su glavna obilje\u017eja metaverzuma?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Temeljna ideja metaverzuma je ljudska interakcija u virtualnom okru\u017eenju. Tako\u0111er, umjesto pasivnog kretanja kroz informacije na ekranu, korisnici \u0107e mo\u0107i komunicirati s objektima i informacijama kao \u0161to to rade u stvarnom svijetu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1. Interoperabilnost<\/b><\/p>

Interoperabilnost predstavlja temeljnu karakteristiku metaverzuma, koja omogu\u0107uje zajedni\u010dko kori\u0161tenje i kretanje izme\u0111u virtualnih prostora, odnosno razmjenu informacija izme\u0111u platformi i sustava, kako bi nesmetano mogli prenositi virtualne predmete u svome vlasni\u0161tvu unutar raznih dijelova metaverzuma. Da bi se stvorilo idealno interoperabilno okru\u017eenje, potrebna je suradnja tvrtki na globalnoj razini. U drugom slu\u010daju, digitalna iskustva \u0107e se prezentirati individualno, odnosno svaka u svome zatvorenom ekosustavu.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Na primjeru interneta kakvog poznajemo danas, takav na\u010din suradnje mogao bi omogu\u0107iti pristup raznim web lokacijama s jednim korisni\u010dkim ra\u010dunom, bez potrebe za stalnim unosom korisni\u010dkih imena, mail adresa i lozinki ili \u010dak postavljanje proizvoda iz nekoliko online trgovina u jednu ko\u0161aricu.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. Decentralizacija<\/strong><\/b><\/span><\/p>

S obzirom na to da se metaverzumi temelje na blockchain<\/em> tehnologiji, njima ne upravlja jedno centralno tijelo te nemaju centralnu bazu podataka, \u0161to korisnicima omogu\u0107uje ve\u0107u kontrolu nad transakcijama, privatno\u0161\u0107u i za\u0161titi osobnih podataka. Blockchain<\/em> tehnologija predstavlja decentraliziranu bazu podataka koja \u010duva zapise o transakcijama i imovini putem koncepta povezivanja ra\u010dunala bez sredi\u0161nje to\u010dke, odnosno, javni zapis o tome tko je vlasnik \u010dega i tko trguje s \u010dime. Transakcije su osigurane kriptografijom, a tijekom vremena povijest transakcija je spremljena u blokove podataka koji se me\u0111usobno kriptografski povezuju i osiguravaju. To stvara zapise svih transakcija \u0161irom mre\u017ee koje nije mogu\u0107e mijenjati i krivotvoriti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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3. Sloboda stvaranja i kreativnost<\/strong><\/p>\n

Metaverzumu mo\u017eete pristupiti u bilo koje vrijeme i izabrati da budete tko god po\u017eelite te se u sekundi \u201eteleportirati\u201c na bilo koju lokaciju. \u0160to se ti\u010de promocije brendova, gra\u0111enja awareness-a ili preno\u0161enja poruke do ciljane publike…..mogu\u0107nosti su neograni\u010dene!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Budu\u0107nost ili prolazni trend?<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Uz promjenu imena u Meta, Facebook je tijekom 2021. godine ulo\u017eio 10 milijardi dolara<\/a> u razvoj metaverzuma, dok je Microsoft ove godine investirao \u010dak 68. milijardi dolara<\/a> kako bi tvrtku uveo u podru\u010dje trodimenzionalne virtualne stvarnosti. Nike, Adidas, Coca-Cola, Samsung, Hyundai i Gucci, jo\u0161 su samo od nekih svjetski poznatih brendova koji grade svoju prisutnost unutar metaverzuma.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nike je lansirao Nikeland putem metaverzum platforme Roblox<\/a>, interaktivni virtualni svijet gdje korisnici mogu me\u0111usobno igrati igre bazirane na raznim sportovima, biraju\u0107i dresove i opremu iz Nike digitalnog asortimana.<\/p>

Po\u010detkom 2022. godine, Samsung je predstavio svoju 837X virtualnu trgovinu<\/a> unutar Decentraland<\/a> metaverzuma. Trgovina je kreirana prema fizi\u010dkoj trgovini smje\u0161tenoj u Washingtonu, a do sada ju je posjetilo vi\u0161e od 150 000 korisnika.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Prema izvje\u0161taju Wunderman Thompson Intelligence, 93% globalnih konzumenata<\/a> smatra kako je metaverzum tehnologija budu\u0107nosti. Ve\u0107ina konzumenata zainteresiranih za metaverse pripada generaciji Z i milenijalcima, ciljanoj publici koja \u0107e u skorijoj budu\u0107nosti donositi primarne odluke o kupnji unutar svog ku\u0107anstva.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pandemija je tako\u0111er ostavila svoj trag kada se radi o aktivnostima putem digitalnih kanala. Posao, sastanci, predavanja, konferencije i kupovina putem interneta postali su na\u0161a svakodnevica, \u0161to je doprinijelo prepoznavanju potencijala, kao i samom razvoju metaverzuma.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Ovi podaci trebali bi biti dovoljni kako bismo razmislili je li metaverzum ne\u0161to \u0161to se isplati istra\u017eiti, pogotovo zbog svojih mogu\u0107nosti, koje otvaraju prostor za gotovo sve industrije prisutne na tr\u017ei\u0161tu. Bez geografskih ograni\u010denja, koja ote\u017eavaju doseg do ciljane publike na pojedinim lokacijama ili podizanje svijesti o brendu na globalnoj razini.\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Zaklju\u010dak<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Te\u0161ko je predvidjeti u kojim \u0107e sve smjerovima razvijati metaverzumi, koje \u0107e platforme za\u017eivjeti, a koje postati pro\u0161lost. Me\u0111utim, stru\u010dnjaci iz podru\u010dja komunikacija, PR-a i marketinga itekako bi trebali metaverzum shvatiti kao ozbiljni komunikacijski alat, putem kojeg mogu prenijeti svoju poruku do ciljane publike, pogotovo kada se radi o milenijalcima i Z generaciji. Kako bi se shvatio i iskoristio potpuni potencijal metaverzuma, potrebno je detaljno pratiti nove trendove u svijetu blockchaina<\/em>, virtualne i pro\u0161irene stvarnosti, kao i daljnji napredak i razvitak tehnologije. Iako \u0107e se u metaverzumu mo\u0107i primjenjivati pojedini poznati pristupi, izazovi interakcije i pristupa ciljanoj publici podrazumijevat \u0107e primjenu kreativnih i inovativnih tehnika, alata i strategija. Primarno stoga \u0161to nismo okru\u017eeni ograni\u010denjima i preprekama koje nas sputavaju u fizi\u010dkom svijetu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Metaverse ili metaverzum prvi put je spomenut 1992. godine u noveli Neala Stephensona, kao pojam koji opisuje virtualni svijet kojega bi mogli nastaniti ljudi. Danas metaverzum nije samo fikcija te predstavlja trodimenzionalnu virtualnu okolinu…<\/p>","protected":false},"author":1,"featured_media":3299,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ocean_front_end_style_editor":"no","ocean_post_layout":"full-screen","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-3293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-mn","entry","has-media"],"yoast_head":"\nMetaverzum \u2013 budu\u0107nost ili prolazni trend? 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