Capturing Value in the Metaverse: A Systematic Literature Review of Business Models in AR and VR

Nico Kantas (), Yousof Alsatom and Dennis Schlegel
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Nico Kantas: Reutlingen University
Yousof Alsatom: Bosch Digital
Dennis Schlegel: Reutlingen University

Chapter Chapter 9 in Advanced Technologies in Business, Volume II, 2026, pp 249-273 from Palgrave Macmillan

Abstract: Abstract The chapter explores the resurgence of the metaverse, driven by advancements in augmented and virtual reality technologies. Despite various companies experimenting with virtual space use cases, profitability remains elusive, raising questions about value capture. The academic literature on business models within the metaverse is limited and lacks a comprehensive overview. This chapter addresses this gap by conducting a systematic literature review to assess current knowledge of metaverse business models. The review identifies 14 distinct business model patterns, categorised by targeted customers and value capture mechanisms. By synthesising scattered insights into a cohesive framework, this work enhances academic understanding and provides a comprehensive overview of business models in the metaverse, offering valuable insights for both scholars and practitioners interested in strategic, managerial, and marketing impacts.

Date: 2026
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DOI: 10.1007/978-3-032-03492-2_9

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