Miller Lite Opens Virtual Bar on Decentraland Before Super Bowl

Miller Lite, Decentraland, Meta Lite

Beer giant Miller Lite has joined the metaverse with a virtual bar in Decentraland, just in time to celebrate the Super Bowl on Sunday (Feb. 13).

According to a press release, the Meta Lite Bar is the only place that patrons — 21 and up, of course — can access Miller Lite’s ‘Big Game’ ad in the metaverse.

“While many brands are showing up in the metaverse right now, Miller Lite is doing things differently by keeping one foot in the virtual world and another in the real world,” Sofia Colucci, global vice president of the Miller family of brands, said in the release.

“We’re using our Meta Lite Bar to encourage real-life hangouts over real-life beer by giving guests a chance to score their stock of game-day Miller Lite on us. Now, you and your avatar can enjoy Miller Time with friends.”

The bar also purported to have limited quantities of exclusive non-fungible tokens (NFTs) and held a Virtual Cheers for Real Beers giveaway, offering users ways to earn real cash.

The metaverse has seen several developments in recent weeks. PYMNTS recently reported that MetaCX has debuted its Business Value Network, which is a metaverse-based platform allowing businesses make for digital connections with other businesses.

Read more: MetaCX Launches Metaverse-Based Business Value Network

“Unlike traditional enterprise software that a company buys to automate internally-focused, transactional processes, the Business Value Network is a platform companies join, as equals, to connect their externally-focused value chain,” the Indianapolis-based company said in a press release.

In addition, Meta, the company formerly known as Facebook, has introduced security features for its virtual worlds to allow for more respect for peoples’ space in the virtual world.

The personal boundary feature adds a four-foot distance between avatars.

See also: Meta Debuts Personal Space Boundaries in Metaverse