Race to the metaverse: The fight to shape the future of the internet

Published

3 years ago

November 18, 2022

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Last week, I was invited to get my hair done in the metaverse.

In what was the strangest PR email I’d received for some time, a leading haircare manufacturer offered up a seat in a virtual salon, where my avatar would get a luxury treatment the real me could only dream of.

Blurring the lines between the physical and the digital, the idea is that this will become a way for people to “test run” new looks on themselves before perhaps choosing to go ahead with it. While I don’t foresee myself ever asking a hairdresser for anything more extravagant than a two round the back and sides and a bit off the top, thanks, the metaverse offers a risk-free opportunity to experiment.

And in this instance, all without ever strapping on a bulky headset.

Like me, there’s a good chance that when you think metaverse, the first thing you associate with it is virtual or augmented reality. But in a week when Mark Zuckerberg’s relentless bid to put his stamp on the concept was brought into stark relief by thousands of job cuts at Meta, this bizarre invitation was a timely reminder that it’s much more than that.

Meta’s place in the metaverse

When Zuckerberg talks about the metaverse, he’s predominately talking about Horizon, which is the virtual world his company has created to host various experiences – from chatting with friends, to collaborating with work colleagues – while you wear a Meta Quest headset. Since the release last month of its $1,500 “Pro” headset, you’ll likely have seen Meta adverts and billboards pitching the metaverse as the perfect home for those exact kinds of experiences.

And there are certainly believers.

Nicky Danino, principal lecturer in computer science at the University of Central Lancashire, counts herself as one of those already on board, saying the metaverse offers “amazing opportunities and possibilities” in educational and training settings in particular. The university already uses virtual spaces to place students inside situations and environments they would never normally be able to, while institutions like the RAF have showcased how augmented reality can enhance the work of their fighter jet maintenance crews.

But just like rebranding Facebook as Internet Inc wouldn’t indicate ownership of the web at large, don’t let Zuckerberg renaming it Meta make you think his vision is all there is when it comes to the metaverse. What Meta is building should really be seen as a platform within the metaverse, although admittedly one with an astonishingly large amount of money (tens of billions of dollars already) being thrown at it.

But there are plenty of others making moves into the space – and you’ve probably heard of quite a few of them.

For example, there’s Fortnite from Epic Games. No longer is it purely a space for 100 players to parachute on to an island and kill one another, it also allows them to create their own games and even attend concerts – among those who’ve performed are real megastars like Ariana Grande and Travis Scott, taking to the stage in a fever dream of brand synergy which sees millions of fans able to appear as anyone from Princess Leia to Neymar.

Speaking of brands, that’s where you’ll find some of the metaverse’s greatest advocates. Last December, sportswear giant Nike bought a company called RTFKT, which was launched to create digital goods like virtual clothes, collectibles, and NFTs. Its first post-acquisition product were the Nike Cryptokicks, a pair of digital trainers designed to be customised and shown off online.

And then there are virtual spaces like Decentraland, one of the biggest slices of the metaverse pie thus far, which is probably the closest you get right now to living an entirely separate life to your real one. As Sky News found out earlier this year, people in Decentraland are spending thousands of pounds on plots of land to call their own.

It is in some ways the ultimate utopian vision of a decentralised metaverse, where people own what’s theirs and can monetise it all themselves, taking it with them wherever they go – no strings or corporate overlords attached. It’s a vision that wouldn’t allow any one company – not even one named after the metaverse itself – to hold sway over the entire court.

Indeed, for Tom Ffiske of Immersive Wire, the idea of “interoperability” between metaverse platforms is absolutely key to its viability – there can be no one metaverse to rule them all.

‘The race for the future of the internet’

Now, all of this probably sounds absolutely bonkers to a lot of people born before the turn of the millennium. What makes Horizon different to Second Life (an online virtual chatroom inhabited by avatars) from 20 years ago? Why would Ariana Grande want to perform inside a video game? You may be perplexed as to why people are excited enough to queue for trainers in real life, let alone buy pairs they can’t even put on their actual feet.

You might be right to think it’s utterly mad – the truth is we just do not know yet. The only thing that’s certain is that these possibly brilliant, possibly baffling ideas are here to stay.

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“The race for the metaverse is about the race for the future of the internet,” says Professor Yu Xiong, the director of Surrey Academy for Blockchain and Metaverse Applications at the University of Surrey.

“The areas of virtual/augmented reality, artificial intelligence and blockchain all require a skill-maturing process which takes significant time. Currently, the metaverse is facing problems with battery constraints, slow internet connections and the demise of the unstable blockchain.

“However, In 10 years’ time, once we have made battery breakthroughs, are using 6G for data transmission, and blockchain has matured, I have absolutely no doubt that the metaverse will be the future. As a result, these companies need to understand that their billion-dollar investments will have little-to-no returns until such time.”

That last comment is a pointed barb towards Meta, which has seen its metaverse strategy eviscerated by financial analysts as it tries to brute force its way to the front of what stands to be a long-term sea change in how we engage with the internet.

Gen Z are key to all this

Even advocates of the metaverse agree that when it comes to Zuckerberg’s go big or go home approach, it’s an extremely risky case of trying to run before it can walk. He appeared to think of the pandemic as an accelerator – a time-skip that would see us embrace a decade’s worth of technological change in the blink of an eye, and expanded Meta’s ambitions accordingly. Our willingness to return to pre-COVID comforts caught him by surprise.

“They’ve piled in more quickly and spent more than any other metaverse and probably not got more traction,” is the blunt assessment of Cudo founder Matt Hawkins, and yet he believes the metaverse is “the natural next stage” of a transition that’s seen younger generations grow into an increasingly digital world.

“The Gen Zs have grown purely into a digital world and quite often value digital assets more than real world assets. The idea is you can take it with you, and you can show it off to the world, so, if you spend £1,000 on a picture and put it on your bedroom wall, nobody will see it. If you buy a digital version, you can show it to the world.”

Again, this is not a particularly new phenomenon. Online games like World Of Warcraft had players showing off their exotic pets and epic armour to one another as long ago as 2004. One of Fortnite’s trump cards is that people love being able to dress up as Star Wars characters, Marvel superheroes and global sports stars, and then hang out with their friends to compare looks.

The promise of the metaverse is to blur the lines between our digital and real lives, to the point where the former may be the one we take more pride in. The same generation which fears never having enough money to get on the housing ladder may decide the money’s better spent on a digital home to call their own.

After all, £5,000 will go a darn bit further on Decentraland’s housing market than it will on Rightmove (although, somewhat ironically, Spitfire Homes just became the first UK homebuilder to create a show home in the metaverse).

John Needham is the president of esports at gaming giant Riot Games, and before that oversaw a Microsoft augmented reality project called Hololens, which blends the meta and physical worlds via a headset which overlays digital effects and items into a real space.

“Millennials and Gen Z are on their phones all day, their presence is defined by their digital presence,” he said.

“Gaming has been scratching at what [the metaverse] will look like for a long time, with MMOs (massively multiplayer online games) with games like The Sims. I think doing that, at a human race scale, is going to require much better technology than we have now.

“But you see all the signs that your digital persona is becoming more and more important, it will evolve into being the primary important thing. I don’t know if it’s this generation or next generation, but I think it’s inevitable.”

Whether it be education, industry, or just dancing with friends at an online gig, it’s clear that increasingly we’re dipping our collective toe into the possibilities that the metaverse might offer.

For Cudo’s Matt Hawkins, all that’s missing is a eureka moment. Like access to information and ecommerce drove people towards the internet, and connections drove us to social media, what takes us en masse to the metaverse?

Zuckerberg seems determined to make it him, and appears ready to make or break Meta to find out.

World

Belarus pardons key opposition figure, among 123 prisoners, in exchange for US sanction relief

Published

14 hours ago

December 13, 2025

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Belarus pardons key opposition figure, among 123 prisoners, in exchange for US sanction relief

Belarus has pardoned 123 prisoners, including a Nobel Peace Prize laureate and a key opposition figure who challenged the presidential elections in 2020, in exchange for US sanctions relief.

Human rights advocate Ales Bialiatski and Maria Kolesnikova, a key figure in the mass protests that rocked the country in 2020, were among those released.

Earlier on Saturday, the Trump administration confirmed that the US was lifting sanctions on Belarus’s potash sector after officials held two days of talks in Minsk.

John Coale, the US special envoy for Belarus, also hinted that around 1,000 remaining political prisoners in Belarus could be released in the coming months as authoritarian President Alexander Lukashenko, a close ally of Russia, seeks to improve relations with Washington.

Separately, Ukraine confirmed it had received 114 prisoners released by Belarus. The other nine were received by Lithuania.

Maria Kolesnikova, 43, known for her close-cropped hair and trademark gesture of forming a heart with her hands, was one of dozens of released prisoners who arrived in Ukraine by coach on Saturday.

“Of course, this feeling is incredible happiness,” she said in a video released on X from the Military Intelligence of Ukraine.

“At the same time, of course, I think about those people who are not yet free. I am very much looking forward to the moment when we can all hug each other, when we can all see one another, when we will all be free,” she added.

Ms Kolesnikova became a symbol of resistance when Belarusian authorities tried to deport her to Ukraine in September 2020. She broke away from security forces at the border, tore up her passport and walked back into Belarus.

The professional flautist was convicted in 2021 on charges including conspiracy to seize power and sentenced to 11 years in prison, but then fell seriously ill and underwent surgery.

Ales Bialiatski, 63, who founded Viasna, Belarus’ oldest and most prominent human rights group, won the Nobel Peace Prize in 2022 while awaiting trial for charges which were widely regarded as politically motivated.

After arriving in Lithuania, he spoke briefly to crowds outside the US embassy in Vilnius and said in English: “Never give up”.

He was seen by authorities as especially dangerous because of what Belarus alleged were his “extremist tendencies”.

Sentenced to 10 years in 2023, he had been held at a penal colony in Gorki, notorious for beatings and hard labour, and his health was deteriorating, according to his wife.

The Norwegian Nobel Committee expressed “profound relief and heartfelt joy” at the release of Mr Bialiatski and called on the Belarusian authorities “to release all political prisoners”.

Sviatlana Tsikhanouskaya, who is an opposition leader in exile and a close ally of Ms Kolesnikova, posted her delight on X: “Maria is free!”

She added: “For five years, we fought for Maria Kolesnikova’s freedom. I am deeply grateful to the US administration and our European partners who worked tirelessly to secure her release.

“Maria is in a safe place, and we hope to hear from her soon.”

Ukrainian officials said President Volodymyr Zelenskyy had also spoken to Ms Kolesnikova after her release, although they have not released any more details.

In a statement, published on the Telegram social media platform, the Military Intelligence of Ukraine confirmed more details of who had been released, including people “imprisoned for political reasons”.

Among the group were Viktar Babaryka, a former banker, jailed in 2021 after challenging Mr Lukashenko at the polls, and journalist Maryna Zolatava, who was imprisoned in 2023 on a range of charges including harming national security. Critics argue both sentences were politically motivated.

President Lukashenko has ruled the nation with an iron fist for more than three decades, but has been repeatedly sanctioned by Western countries both for its crackdown on human rights and for allowing Moscow to use its territory in the invasion of Ukraine.

Following the two-day talks, US envoy John Coale posted on X: “Another 156 political prisoners released thanks to President Trump’s leadership! An important step in U.S.-Belarus relations.”

It is not clear whether the figure includes previously released prisoners.

Speaking to the Reuters news agency on Saturday, Mr Coale said around 1,000 remaining political prisoners in Belarus could be released in the coming months.

“I think it’s more than possible that we can do that, I think it’s probable… We are on the right track, the momentum
is there.”

US officials eased some sanctions after meeting with President Lukashenko in September 2025. In response, Minsk freed more than 50 political prisoners into Lithuania, taking the total number freed by Belarus since July 2024 to more than 430.

Mr Coale also spoke about weather balloons which have flying over the border from Belarus into Lithuania.

“He [Mr Lukashenko] agreed recently to do everything he could to stop the balloons,” Mr Coale told the Reuters news agency.

Lithuania has declared a state of emergency over the balloons, used by cigarette smugglers, which have caused over a dozen closures of Vilnius airport in recent months.

World

Israel says Hamas commander – who was one of the architects of the 7 October 2023 attacks – killed in strike

Published

15 hours ago

December 13, 2025

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Israel says Hamas commander - who was one of the architects of the 7 October 2023 attacks - killed in strike

A senior Hamas commander who was one of the architects of the 7 October 2023 attacks on Israel has been killed in a strike on Gaza City, according to the country’s military.

Raed Saed was targeted in response to an attack by Hamas in which an explosive device injured two soldiers on Saturday, Israeli Prime Minister Benjamin Netanyahu and Defence Minister Israel Katz said in a joint statement.

It is the highest-profile killing of a senior Hamas figure since the Gaza ceasefire came into effect in October.

Gaza health authorities said the attack on a car in Gaza City killed five people and wounded at least 25 others, but there has been no confirmation from Hamas or medics that Saed was among the dead.

Hamas condemned the attack in a statement as a violation of the ceasefire agreement but stopped short of threatening retaliation.

An Israeli military official described Saed as a high-ranked Hamas member who helped establish and advance the group’s weapons production network.

“In recent months, he operated to re-establish Hamas’ capabilities and weapons manufacturing, a blatant violation of the ceasefire,” the official said.

The 10 October ceasefire has enabled hundreds of thousands of Palestinians to return to Gaza City’s ruins after a war that began after Hamas-led militants killed 1,200 people, most of them civilians, and seized 251 hostages in an attack on southern Israel.

Israel’s retaliatory offensive has killed more than 70,700 Palestinians, most of them civilians, according to health officials in Gaza.

Israel has pulled troops back from city positions, and aid flows have increased, but violence has not completely stopped.

Palestinian health authorities say Israeli forces have killed at least 386 people in strikes in Gaza since the truce, while Israel says three of its soldiers have been killed.

World

Tension high in Australia as far-right ’emboldened in way never seen before’

Published

1 day ago

December 13, 2025

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Tension high in Australia as far-right 'emboldened in way never seen before'

As Australia slides into its summer, it is leaving behind months marked by nationwide protests on one major issue – migration.

In August, around 50,000 people demonstrated in towns and cities across the country. There were clashes at separate rallies between far-right and far-left protesters in Melbourne.

In October, there were more protests. This time police accused the far-left of attacking officers and trying to confront right-wing protesters.

Tension on both sides is running high.

Sydney protester Fran Grant has attended all the rallies.

“I love Australia and I’m not happy with what’s happening now,” she explained.

“It looks like the Labour government are continuing to bring in immigrants. I have no problem with that if we have the infrastructure to support it, but we don’t.”

Migration levels now falling

During the COVID crisis, Australia introduced strict border closures and migration plummeted.

Then in the years following the pandemic, there was a migration boom. A total of 1.4 million people entered Australia.

These were huge numbers. However, the Australian Bureau of Statistics shows net overseas migration has since fallen by almost 40% since its post-COVID peak.

But many Australians still believe the numbers are still too high.

‘We can’t keep going like this’

Australia’s multicultural heart is in suburbs like Auburn in Sydney, where almost 80% of families use a language other than English at home.

Steve Christou is a Cumberland City councillor and the son of Greek-Cypriot migrants.

“All we’re saying is put a stop to excess immigration until the country’s infrastructure can keep up,” he said. “We can’t keep going like this.”

He added: “We’re not blaming the migrants in the country, let’s be very clear about that. The government is being blamed for letting in 1.4 million migrants in the last three years to the point where the country can’t cope.”

Mr Christou spoke to protesters at the rally in October. There were families, students and seniors in the crowd, flying Australian flags and singing Australian songs.

Critics have called these protests racist, inflammatory and dangerous, but many people attending said they were there to show their pride for Australia and its way of life.

Others were demonstrating against the country’s housing shortage and increasing cost of living.

Australia’s neo-Nazis emboldened

In August, dozens of Australia’s neo-Nazis also attended the Melbourne and Sydney protests and addressed the crowds.

In Melbourne, migration demonstrations and counter-protests turned violent. Neo-Nazis allegedly attacked an indigenous camp in the city.

Speaking at an anti-racism rally in Sydney, deputy leader of the Australian Greens, Mehreen Faruqi, told Sky News: “The far-right are emboldened in a way that I have never seen before.”

Senator Faruqi was born in Pakistan but has lived in Australia for more than 30 years.

“They [far-right] are coming out on the streets, they have signs and slogans and chants that are white supremacists, white nationalists, and of course, this is happening across the world.”

Terrorism and far-right expert, Dr Josh Roose, from Deakin University in Melbourne, said: “We know that the Nazis see this as their time to capitalise.

“They’re not only attending these rallies, but they’re seeking to position themselves at the front, to mobilise people and shape the public conversation by normalising extreme ideas.”

At the “March for Australia” rally in October, organiser Bec “Freedom” told Sky News that the neo-Nazis are “proud Australians .. standing up for our country against mass immigration. So long as they’re not violent, they’re welcome here.

“While they’re at my event, they’ve been told to keep it respectful. No hate speech, no violence, no Hitler talk,” she said.

Ms Freedom said she’s “definitely not” coordinating with the neo-Nazis, that she has spoken with them and “that’s as far as it goes”.

Asked if she was worried that the presence of the neo-Nazis at the August rally would give the March for Australia movement a bad name, she replied: “The thing is we’ve been abused, and name-called by the media for so long… If you want to call me a Nazi, then fine, call me a Nazi.”

Other demonstrators said they wanted nothing to do with the neo-Nazis and had no time for the group and its messages.

On 8 November, more than 60 neo-Nazis gathered on the steps of the New South Wales state parliament, holding a banner reading “Abolish the Jewish Lobby”.

The brazen stunt shocked the public and was widely condemned by the state government.

The government is now strengthening laws against public displays of neo-Nazi ideology.

A bill to ban the burqa

There’s been political controversy too.

In November, Australian senator and leader of the far-right One Nation party, Pauline Hanson, created a political storm when she wore a burqa (a full-face Islamic covering) inside federal parliament.

Ms Hanson is calling for the burqa to be banned in public places. Her party is rising in the polls and drawing disaffected Coalition (or Conservative) voters to its ranks.

At home with Fran Grant and her reptiles

Ms Grant’s home is where she can really express her pride in Australia.

She has an Australian flag flying out the front, an Australian-map-shaped coffee, and a collection of native goannas and snakes.

Ms Grant said being born in Australia, she’s won the “lottery of life” but believes there are too many “economic migrants” coming in.

“I’m very happy for people to come here. My mum was a 10-pound pom (British migrant),” she explained.

“At the moment where the cost of living and housing is so high, instead of just saying ‘racism, racism’ let’s look at what’s best for people who live here now.”