Who's Buying Metaverse Land? Inside the Virtual Real Estate Gold Rush

When major corporations started buying land in the metaverse, it signaled something bigger than just tech adoption—it marked a fundamental shift in how brands think about digital presence. These early investors aren’t just dabbling; they’re making calculated bets that virtual worlds will become as important to business as having a website. From gaming legends to accounting firms, the metaverse is attracting players from every imaginable sector, each staking their own claims in digital territory that’s still being shaped and defined.

Atari Pioneers the Path: Gaming Heritage Meets Virtual Worlds

It made perfect sense that Atari, the company that practically invented interactive entertainment, would be among the first to establish a foothold in emerging metaverse platforms. The gaming pioneer has secured virtual properties in both Decentraland and The Sandbox, where it’s creating Atari-branded experiences for visitors. Players can engage with classic gaming elements and participate in themed events, signaling that traditional game studios see the metaverse as the natural evolution of their industry. This move reflects a deeper truth: companies with decades of experience in immersive digital environments are translating that expertise into virtual world real estate.

Samsung’s Bold Statement: Building a Flagship Store in Digital Space

Electronics manufacturer Samsung took a more sophisticated approach by launching Samsung 837X, a metaverse location directly modeled after its physical Samsung 837 store in New York City. The digital venue became fully operational in 2022, offering immersive experiences complete with NFT collections, interactive games, product showcases, and live performances. When Samsung chose to debut its Galaxy S22 phone at this virtual location, it sent a clear message: flagship product launches could happen in digital worlds just as they would in physical showrooms. The metaverse wasn’t a side experiment—it was becoming a core channel for brand engagement.

Athletic Wear Enters Digital Territory: Adidas and the Sandbox

The intersection of fashion and gaming proved irresistible to Adidas, which purchased virtual land in The Sandbox alongside launching planned NFT collections. The sportswear giant plans to populate its digital plot with exclusive branded experiences, special items for purchase, and customer engagement opportunities that simply couldn’t exist in the physical world. In a statement, Adidas characterized the metaverse as “a natural place for Adidas Originals to enter: a wild world where possibilities are truly limitless and where anyone can express and be rewarded for their most original ideas.” It’s a fitting philosophy for a brand historically tied to self-expression and individual style.

When Traditional Business Embraces Digital: Accountants and the Metaverse

Perhaps no development better illustrates the metaverse’s broad appeal than seeing established financial firms invest in virtual real estate. PricewaterhouseCoopers’ Hong Kong branch purchased a land plot in The Sandbox in late 2021, signaling that even traditionally conservative industries recognize the metaverse’s potential. William Gee, a partner at PwC Hong Kong, explained to the Wall Street Journal that “the Metaverse offers new possibilities for organisations to create value through innovative business models, as well as introducing new ways to engage with their customers and communities.” Not to be outdone, New York-based Prager Metis International opened a virtual office building in Decentraland around the same period. CEO Glenn Friedman’s reasoning was straightforward: “if the metaverse is going to replace the internet, then certainly business is going to use it.” Whether that prediction proves prophetic remains to be seen, but the bet itself shows deep conviction.

Brand Experiences Get Creative: Miller Lite’s Virtual Bar

When Molson Coors constructed the Meta Lite Bar—timed perfectly for the Super Bowl—it demonstrated that the metaverse could handle playful brand storytelling just as effectively as serious business applications. The virtual establishment featured Miller Lite branded elements, virtual pool tables, and digital refreshments, with the creative twist that visitors could win actual beer and access exclusive Game Day content. It’s a clever reminder that metaverse strategy doesn’t require a sober, corporate tone; brands can experiment with personality and entertainment while building digital presence.

The Deeper Opportunity: Why Virtual Land Matters for the Next Decade

The diversity of companies racing into the metaverse—from gaming pioneers to accounting firms to beverage brands—reveals something crucial: nobody wants to miss out on defining these new digital spaces. These early land acquisitions represent more than real estate purchases; they’re strategic positioning in environments where the rules are still being written. For smaller companies and entrepreneurs watching from the sidelines, the implications are significant. As major corporations claim their virtual territories, a genuine opportunity is emerging for metaverse real estate investors to identify promising platforms, acquire digital properties while prices remain accessible, and eventually lease space to businesses seeking metaverse presence without the overhead of building from scratch.

The metaverse landscape is undoubtedly speculative and comes with real risks, but the sheer range of industries already buying land in these virtual worlds suggests this isn’t a temporary trend. As platforms mature and communities grow, early investors in digital real estate may find themselves holding valuable assets—just as those who recognized the internet’s potential decades ago built their fortunes on timely decisions. The gold rush is on, and these six companies are far from alone.