Note: This was originally published as the daily newsletter for the Columbia Journalism Review, where I am the chief digital writer
Facebook’s name change in November, when the company announced that it was rebranding itself as Meta, sparked a lot of credulous media coverage of “the metaverse,” a somewhat nebulous concept that incorporates virtual reality, 3D gaming, and a number of other trends. Microsoft’s announcement on Tuesday that it plans to acquire Activision Blizzard, a leading game developer, for almost $70 billion is likely to accelerate interest in the concept even further, since it was specifically mentioned as one of the justifications for the deal (which still needs to be approved by the Federal Trade Commission). Microsoft said that the acquisition will “provide building blocks for the metaverse,” a claim that was repeated in more than one news story about the deal (although in some cases the statement was not taken at face value).
Activision Blizzard is one of the largest gaming companies in the world, with titles such as Call of Duty, Overwatch, and World of Warcraft, as well as smaller one-person games like Candy Crush. What does any of that have to do with the metaverse? Not a lot, admits the New York Times. Microsoft didn’t go into any detail on how the deal advances the metaverse, although Satya Nadella, the CEO, did say “when we think about our vision for what a metaverse can be, we believe there won’t be a single, centralized metaverse.” Peter Kafka, a media writer for Vox, described this as a statement aimed directly at Lina Khan, head of the Federal Trade Commission—an attempt to encourage her to approve the purchase, because it might mean competition for Facebook/Meta.
The connection between games like World of Warcraft and the metaverse isn’t totally a creation of Microsoft’s marketing department. Experts—including Matthew Ball, who has written a number of essays on the concept, and helps run an investment fund that finances metaverse-related technology— point out that multiplayer “worlds” such as Roblox and Fortnite are the closest thing to the multiverse right now. Although they began as just a pastime, they have consumed the attention of users to the point where non-game events take place in them, including concerts by musicians like L’il Nas X that draw millions. Last year, technology writer Clive Thompson argued that “the metaverse is already here, and it is Minecraft” (which Microsoft bought in 2014).
Continue reading “What’s the metaverse? Whatever companies want it to be”














