Written by Mae Cornes
“You can’t change the past but can certainly build the future. With the sort of technology available to us, this reality is more true than ever,” Ivan Malakhov references his ventures that span from virtual influencers to blockchain-based metaverses.
Many enterprises are leveraging the metaverse, a metaphysical space enabled by virtual reality headsets, augmented reality sensors, and general computational tech.
A Leader in Virtual Innovation
With over 15 years of experience in marketing and entrepreneurship, Malakhov’s journey through multiple sectors reveals his ability to foresee market trends and steer them in the right direction.
Currently at the helm of ESIS AI (artificial intelligence), a company developing conversational AIs to combat digital loneliness, Malakhov’s career has cut across the realms of the metaverse. Among the most pivotal positions was his role as CMO (chief marketing officer) at Numi, a metaverse-based tech firm present on the Venom blockchain.
Through a marketing strategy, Malakhov repositioned Numi as a leading Metaverse platform on the Venom Blockchain. This cemented its status as a leader in blockchain technology for immersive user experiences. Malakhov’s initiatives included orchestrating international partnerships and spearheading major talent acquisitions, enhancing Numi’s innovative capacity and attracting top professionals in blockchain and virtual reality.
“My approach at Numi wasn’t just about expanding our reach; I wanted to standardize how Metaverse platforms can engage with their audiences,” Malakhov shares.
Crossing New Dimensions
Marketing technology and Web3, while still in their early stages, are rapidly expanding with advancements that reshape marketing frameworks. Web3 itself, the purported next form of the World Wide Web, remains central in the minds of many technologically-focused entrepreneurs. Malakhov’s strategies of merging these technologies with creative marketing tactics reflect his tenure at Feather Games and Hype X Agency.
These roles have made Malakhov a leader in virtual content creation, employing software like unreal Engine 5 to produce high-volume, high-quality content for platforms such as TikTok and Instagram. “Virtual influencers are more than digital personas. They’re an avenue for reaching large, underserved audiences organically and uniquely,” he explains.
Challenges in Pioneering Sectors
Still, Malakhov’s path is not without challenges. Emerging technologies’ nature means constant adaptation to shifting regulations, unpredictable market responses, and daunting consumer education.
As governments grapple with expanding digital realms like the Metaverse and Web3, legislation often lags, creating a murky legal framework for businesses to operate within. This uncertainty can stifle progress and investment, as companies must navigate compliance with laws that might not yet be fully formed or understood.
The market’s response to new technologies can also be wildly unpredictable. While some concepts receive enthusiastic acceptance, others face skepticism. For ventures like Malakhov’s, which intersect technologies such as blockchain and artificial intelligence, the challenge is to develop these technologies and achieve a foothold in the consumer base.
Even after overcoming regulatory hurdles, scaling itself can become an issue. For technologies like those used in the Metaverse and Web3, robust infrastructure is needed to handle large volumes of transactions and data securely and efficiently.
Engaging with these challenges, Malakhov highlights resilience, “The digital frontier is unforgiving, but it’s also ripe with opportunities for those willing to take risks.”
The Future Etched in Code
The digital industry continues to witness growth post-pandemic. Forecasts suggest a continued surge in the Metaverse and Web3 domains, with an expected compound annual growth rate of approximately 44.5% over the next five years.
Malakhov acknowledges the potential of such sectors, “What we’re building today goes beyond current technology and marketing standards. We are crafting the very infrastructure of tomorrow.”
Only time will tell whether the Metaverse and Web3 come to fruition, but it is clear that Ivan Malakhov’s contributions to both sectors are a major driving force behind their growth.
