Not long ago, the metaverse, this digital universe where avatars would socialise, shop, work, and play, was hailed as the next frontier. Headlines promised a complete reimagining of human interaction, and venture capital poured in by the billions. Then the hype cooled. Some called it a failure. Skeptics shrugged. But was the metaverse really wrong, or was it simply premature?
I believe it was the latter. The metaverse wasn’t wrong, it was ahead of its time. Its promise to create fully immersive, persistent digital worlds, was bold. Perhaps too bold, especially for an audience still learning to navigate the boundaries between physical and digital life. But if we look closely at what makes immersive experiences in the real world so compelling, we can draw lessons that will shape the next wave of hybrid digital physical platforms.
Humans crave tangibility before technology
Across the region, we’re seeing a clear pattern where audiences embrace technology when it amplifies reality, not when it replaces it. From Dubai’s music festivals combining augmented reality stages with live performances, to Saudi Arabia’s giga-events where ancient heritage is projected onto modern urban canvases, people flock to experiences that feel real.
The early metaverse promised total escapism and a world entirely separate from our physical surroundings. But humans crave tangibility. We need to touch, taste, and feel the environments we inhabit. Hybrid experiences succeed when they enrich reality rather than replace it.
Think of a virtual art installation that complements a physical gallery, or an augmented reality app that enhances a traditional souk without erasing its charm. The lesson to learn here is that the next-generation metaverse must start with reality, not ignore it.
Communities drive engagement
One of the metaverse’s biggest missteps was treating technology as the main attraction, rather than the communities it could support. Immersive art spaces in Dubai, such as ‘Infinity des Lumières’, prove the opposite.
People attend because of connection and shared experience. Future hybrid platforms will succeed only if they prioritise community first, technology second. Culture must lead, code must follow. This is particularly relevant in the MENA region, where social bonds, family networks, and cultural identity are central to participation.
By designing platforms that foster genuine human interaction, think virtual majlis, live Q&A with artists, or hybrid festival lounges, the metaverse can move from novelty to necessity.
Events as living laboratories
Live events in the region have already provided a blueprint for hybrid engagement. Expo 2020 Dubai, Riyadh Season, and MDLBEAST in Saudi Arabia demonstrated how digital augmentation could elevate physical experiences.
From interactive light shows and AR-driven scavenger hunts to AI-powered recommendations and gamification, these events created engagement loops that were immersive, social, and culturally resonant.
These ‘living laboratories’ teach us that the future of immersive experiences is not in isolated virtual worlds. It is rather in moments where digital enhances human presence, storytelling, and memory creation.
Culture as the focal point of the hybrid age
For the Arab world, which balances centuries of heritage with rapid modernization, hybrid digital-physical platforms hold unique promise. Imagine digital extensions of cultural festivals that allow global audiences to explore Arabic art, music, and heritage, or gamified urban experiences that bring traditional markets to life in virtual form.
With this in mind, the metaverse must be seen as a cultural amplifier, and a tool for connecting communities, preserving identity, and telling stories in ways that resonate both locally and globally.
The path forward
So where does this leave us? The metaverse, as it was first imagined, may have stumbled. Its vision of a fully immersive, persistent digital world was premature. But its fundamental premise, the desire to bring people together in richer, more engaging ways, remains valid.
The difference now is that success will come from hybrid, human-centered experiences, where technology supports real-world interaction and cultural storytelling.
Thus, the next wave of immersive platforms in MENA will be living experiences that bridge digital and physical, rooted in culture, connection, and creativity. In this sense, the metaverse wasn’t wrong. It just needed to grow up, and we are finally learning the rules.
By Baha Hamadi, Founder & Managing Director, Keel Comms
