The metaverse can be thought of as the ‘next generation’ of the internet: one in which the real and virtual worlds will increasingly converge. Its impact is expected to be as radical as that of the internet, smartphones and social media before it – and all within the time scale of the coming few years. The metaverse will enable us to be ‘present’ in our online interactions with others to a totally unprecedented extent. In this way, it will enable businesses to bring their brand, products and services to life for (potential) customers and employees and to communicate their message in a truly individualised way. This practical guide provides a comprehensive introduction to the metaverse: its origins, the technologies that underpin it and the main providers and platforms. At the same time, the authors take a critical perspective on the subject to provide a balanced overview of the opportunities and risks. Case studies from a variety of sectors show how reputable companies are already using metaverse technologies profitably and positioning themselves as innovative organisations.