Netflix Builds ‘Gray Man’ Metaverse Experience in Decentraland

  • A collaboration between the Latin American division of Netflix and The Electric Factory is supported by the Decentraland Foundation
  • “This is an exploratory process,” said The Electric Factory business developer.

Streaming giant Netflix has landed in the Decentraland metaverse.

The purpose is twofold: to promote his new action film “The Gray Man,” with Ryan Gosling and Chris Evans, and to explore new interactive ways a brand can connect with fans virtually.

The film is a spy thriller, and Netflix’s 45-pack Decentraland activation is rightly considered a “Metaverse Mission.” Decentraland recreated a landscape from the film: a maze that users must navigate, proving their knowledge of the film’s plot along the way.

Blockworks demoed the experience, along with Martin Shibuya, the art director of the Decentraland Foundation, and Diego Alvarez, the senior business developer of The Electric Factory, the programmers and architects behind the game.

Upon entering the maze, users hear the original music from the film and an instruction video from protagonist Ryan Gosling.

Reporter Ornella Hernandez’s avatar in Netflix’s Decentraland Out of the Labyrinth and “The Gray Man.”

In association with Netflix Latin America, Decentraland said that the best way to access the metaverse was by replicating a real scene from the movie. This not only appeals to those who had already seen the movie, but also “pushes users who are in Decentraland playing the maze and makes them watch the movie,” Shibuya said.

The month-long experiment is a way for big brands to enter the metaverse by renting virtual land for a short, specific project, rather than buying it. According to Álvarez, companies that do this today “are going to have a huge advantage tomorrow if they understand how this works and how people can interact” in the metaverse.

Users must answer questions about “The Gray Man” to progress through the maze.

He added that the metaverse is “about having fun, about connecting with other people here. And that’s why we have this stimulus [trivia game] that makes you feel like you’re always doing something.”

In its first week live, Decentraland says it saw 2,000 users go through the maze. Once users reach the fountain in the hub and unlock a secret room, they can connect their crypto wallets to record their completion time. The fastest time recorded at the time of the demonstration was thirteen seconds.

Users navigate the maze to reach a fountain and unlock a hidden room.

Users can also select rewards like a free wearable device for their avatar, which is immediately added to their wallets. Options include the signature look of the three main agents; Sierra Six’s jacket, Lloyd’s mustache and polo shirt, and Miranda’s blazer and bob.

Users can select a wearable device for their avatar based on the outfits worn by the characters in the movie.

Brands and businesses are still figuring out the best way to leverage blockchain technology to engage with their customers, Álvarez said. “There are so many opportunities that Web3 brings to the world of entertainment, especially when it comes to immersive storytelling and audience engagement.”

“There’s a lot of room for improvement” when it comes to bringing more users into the metaverse, added Shibuya, who believes it’s important for virtual worlds to become protocols that are open to all where ownership of digital assets is standard.

Decentraland is also home to major brands like Samsung, Nike, and Coca-Cola. The platform also recently hosted Metaverse Fashion Week, where luxury fashion houses including Parades organized by Dolce & Gabbana to show off your latest wearables.

Get the top crypto news and information of the day delivered to your inbox every night. Sign up now for the free Blockworks newsletter.

  • ornella hernandez



    Ornella is a Miami-based multimedia journalist who covers NFT, the metaverse, and DeFi. Before joining Blockworks, she reported for Cointelegraph and also worked for TV channels like CNBC and Telemundo. She originally started investing in Ethereum after learning about it from her father and she hasn’t looked back. She speaks English, Spanish, French and Italian. Contact Ornella at [email protected]

Leave a Comment