This study investigates the connection between the developing metaverse economy and digital transformation. Data from industry reports, case studies, and scholarly literature published between 2018 and 2025 were thematically examined using a qualitative descriptive methodology. Direct-to-avatar sales, tokenized asset ownership, experience-based revenue, hybrid digital–physical models, and B2B collaboration hubs are the five main metaverse business models identified by the findings. The study identifies challenges like high investment costs, technological limitations, regulatory uncertainties, and privacy concerns, as well as opportunities like new revenue streams, brand differentiation, global reach, and personalized customer experiences. The findings imply that long-term competitiveness in this dynamic field can be improved by incorporating metaverse projects into larger digital transformation plans, bolstered by collaborations and flexibility.
Digital Transformation, Metaverse, Web 3.0, Immersive Technologies, Business Models.
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