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Not only in the real world, Ferrari also wants to leave a mark in the metaverse

Ferrari has established a digital services division to explore the opportunities arising from the hyperinverse space that combines virtual reality, games and social media.

Via Automatic table HT
Update on:
February 3, 2022, 11:28 am

File photo of the Ferrari logo
File photo of the Ferrari logo

Supercar maker Ferrari, already a real-world automotive manufacturing icon, is now looking to make its mark in the supermarket. The field of metaverse is essentially a network of 3D virtual worlds focused on creating social connections. It can be described as a ‘presumptive repetition of the Internet as a single universal virtual world’.

According to Bloomberg, the CEO of Benedetto Vigna, the Italian luxury carmaker has set up a division on digital services to explore the opportunities arising from the hyper-diverse space that combines reality. virtual, games and social media. “It is important to look at new technologies that can help our brand,” Vigna said during a conference call with analysts.

(Also read | Slow so far, Ferrari is now running ahead with the electric dream. This is the plan)

The initiative also includes technologies such as blockchain and non-fungible tokens (NFTs). Ferrari has entered the digital entertainment arena and has a history in the field. Last year, the company offered its unreleased 296 GTB sample in the popular battle royale game Fortnite. Its shiny red Testarossa was the star of ‘Out Run’, a blockbuster arcade racing game released by Sega in 1986 and later ported to consoles and home computers, becoming one of the most popular. Best selling game of all time.

And while the metaverse is still a work in progress, some tech companies see it as the future of human communication. Facebook CEO Mark Zuckerberg has called the space “the next frontier” and has also changed the name of his company from Facebook to Meta Platforms Inc. last year.

(Also read | Ferrari Formula One car in 2022 to see fewer updates, blame it on tight budget)

In addition, Ferrari is also undergoing an overhaul as Vigna, who entered the semiconductor industry last year, is trying to accelerate the company’s shift into the battery sector.

(with input from Bloomberg)

Date of first publication: February 3, 2022, 11:22 AM IST

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