Community management plays a pivotal role in the game development industry — especially for indie projects that have yet to gain a large following. The success of a game often depends on how well its community is nurtured, making it critical to engage with potential users across various platforms. In recent years, VR projects have been gaining more traction. Mikhail Pyslar, Social Media Lead and community management expert, shares his insights on the evolution of metaverses and how they are reshaping community management strategies for the future.
Have you noticed any shifts in the approach to community management with the rise of virtual reality and metaverses?
VR and the broader metaverse conversation have been gaining relevance since around 2018–2019. The growing popularity of virtual reality is driving new forms of interaction where users expect much more personalization, interactivity, and immersion.
This has had a direct impact on community management — basic moderation and support are no longer sufficient. Managers now need to become part of the virtual space where interaction between players and brands takes place. They act as guides within this universe, helping users understand the purpose and context of the world they’re stepping into.
In other words, a community manager becomes a participant in the metaverse alongside the players, but with greater insight into the product and the brand — and they share that knowledge with users inside the virtual environment.
Can you elaborate on the new tools and engagement formats that VR and metaverses have introduced?
VR and metaverses unlock entirely new, unique tools — virtual events, live streams within game worlds, and one-on-one meetings in VR, for instance. Previously, players who wanted to meet in real life had to organize physical gatherings outside of the game. Now, they can connect and communicate directly within the game world itself.
VR also creates exciting opportunities for influencers and celebrities — from hosting virtual concerts and album releases to building entire project-based metaverses. This kind of engagement feels more emotional and memorable than a standard social media post announcing a new album.
In another interview, you mentioned working actively with influencers and celebrities to engage audiences. Are those approaches still relevant in gaming metaverses? Do new engagement opportunities emerge in that context?
Celebrities hold significant influence — especially in Western culture. Now, with the metaverse, they can elevate their image or promote a product not just as avatars, but as hosts or curators of virtual events.
This creates a unique and personalized experience for fans — offering more intimate interactions with their idols. Not everyone can afford to travel to another city or country to see a celebrity live, but almost anyone can purchase a game subscription or virtual event ticket led by their favorite star.
These tools are still developing within gaming metaverses, but I believe their use will continue to grow. Online traffic is increasing — more and more people are becoming interested in the gaming industry, which means demand for metaverse spaces will only rise.
In your view, how will gaming integrate with other industries — such as music, film, or fashion — in the context of metaverses?
The outdated stereotype of gamers as people glued to their consoles or computers all day is long gone. Gamers, like anyone else, listen to music, watch movies, and buy clothing. Performers, producers, and fashion brand owners now recognize the value of using metaverses to promote their products.
For instance, rapper Travis Scott launched his Astronomical album in 2020 with a virtual concert inside Fortnite. He appeared as an avatar in a visually rich show full of special effects. Players could move around the space and engage with it much like at a real concert. The event attracted 12.3 million concurrent players, with a total of 27.7 million views.
Such collaborations are win-win for both performers and game platforms. Artists save on venue and logistics costs, while developers boost the popularity of their platforms.
VR is also making waves in fashion. Decentraland has hosted several editions of Virtual Fashion Week, with participation from brands like Dolce & Gabbana, Tommy Hilfiger, Adidas, DKNY, Gucci, Balmain, and more. Some brands showcased virtual versions of real-world outfits, while others designed exclusive NFT looks specifically for Decentraland users.
Balenciaga even developed its own game — Afterworld: The Age of Tomorrow — where users could explore a virtual version of its Fall 2021 collection. Designed by creative director Demna Gvasalia, the game featured five levels and concluded with a transition to a digital Balenciaga lookbook.
Filmmakers are embracing VR too. Projects like Blade Runner 2049, Fantastic Beasts, and Justice League have released VR experiences for Oculus that allow players to explore film-related environments and interact with objects from those worlds.
I believe cross-industry integration will deepen even further, especially given the success of these early examples. For instance, Travis Scott reportedly earned $20 million from his virtual concert — several times more than he typically earns from a single offline show.
Over time, the boundaries between gaming and other forms of art and entertainment will blur. Personally, I hope we see the emergence of dedicated platforms where brands can fully express themselves in VR worlds.
You’ve had success promoting games through user-generated content (UGC). In metaverses, where users can create their own worlds and mechanics, how do you see the role of the community manager evolving? Should developers encourage this creativity, and what risks are involved?
Yes, I’ve successfully promoted several projects through UGC. For example, while working on Raji: An Ancient Epic, I focused on engaging streamers. The game’s vibrant visuals naturally attracted creators, who then started producing content for their audiences.
We also brought developers into the promotional effort — they shared insights, behind-the-scenes stories, and design processes. This helped build early interest in the project, even before launch. One gaming publication even interviewed one of our developers. All of this contributed to the game’s success, culminating in a nomination at The Game Awards for Best Indie Debut.
Metaverses take user creativity to a new level — players aren’t just posting videos or reviews, they’re placing content directly within the virtual environment. The role of the community manager will increasingly revolve around supporting and amplifying these initiatives. Encouraging creativity and cultivating active communities inside the metaverse will be key.
That said, we must remember that metaverses are communities in their own right — which means risks exist, such as copyright infringement or interpersonal conflicts. Developers need to establish clear, transparent rules so every user understands what’s permitted in the VR environment and what isn’t.
Given all this, do community managers need new skills to adapt to these changes?
Absolutely. Community managers should at least make an effort to gain familiarity with virtual environments and VR technologies. In terms of soft skills, emotional intelligence and crisis management will be essential — especially in high-interactivity settings. You need to stay alert and respond appropriately to dynamic situations.
On the technical side, basic knowledge of game design will be helpful — it allows you to better understand the needs and expectations of content-creating users. Speaking their language makes communication more effective and helps decode their feedback and behavior.
Lastly, how do you think the role of community managers will evolve over the next 5–10 years?
In the next 5 to 10 years, the role will become much more strategic. Community managers won’t just be liaisons between players and developers — they’ll become producers of virtual experiences. They’ll need to understand industry trends, manage communities as vital assets, and incorporate user feedback into product development in a meaningful way.
For example, while promoting Raji: An Ancient Epic, we hosted Q&A sessions with developers and sparked thoughtful conversations with users across platforms. In the future, the relationship between players and publishers will become even closer — and we need to be ready for that shift.
