South African Mobile Network Operator MTN Buys Land in the Metaverse

Mobile network operator MTN recently staked claim to its status as one of the first South African companies to enter the metaverse, after it purchased 144 plots of digital land in the virtual world Ubuntuland for an undisclosed amount.

MTN Seeks to ‘Amplify Consumers’ Digital Experiences’

South Africa’s mobile network operator, MTN, recently bought 144 plots of digital land in the Ubuntuland metaverse, a report has said. The purchase reportedly makes MTN one of the first companies from South Africa to enter the metaverse.

As the Mybroadband report explained, MTN now owns 144 plots with an area of 12 square meters.

Commending the company’s pivot to the metaverse, MTN’s group executive for marketing, Bernice Samuels, is quoted explaining how this dovetails with its Ambition 2025 strategy. The executive said:

This is exactly what our Ambition 2025 strategy is premised on — leveraging trends that amplify consumers’ digital experiences and engagement. We have always been at the forefront of technological and digital changes and we remain alive to the exciting opportunities the metaverse presents for us and our customers.

The mobile network operator added that its presence in the metaverse demonstrates its support for African innovation.

Also, through this presence in the metaverse, MTN will attempt to increase what the report calls its customer attractiveness. This will be done via a series of experiences that are merged with consumer passion points like gaming and music, the report explained.