I’ll never forget the first time I watched a streamer pull thousands of fans into a live game. Not just in chat, not just lurking as numbers on a dashboard, but actually playing alongside them.
For years, we’ve watched creators collapse the distance between themselves and their audiences and it's now getting easier to make that even more immersive for them and their communities.
Moving from viewership to participation. From fans as spectators to fans as co-creators. From passive scrolling to massive scale fan interaction.
At MSquared, we call this a new paradigm. And in a recent fireside chat with leaders from Jitter, Gravitas Labs, and Chamber, the future came into focus: brands are moving from passive spectatorship to live, shared, and participatory worlds at scale.
Why Passive Engagement No Longer Works
David Aubespin, co-founder of Chamber, has spent nearly two decades in event technology “Platforms often get the logistics right, but miss the human side. Emotional connection is what makes an experience stick.”
Chamber tackles this by putting people into 3D presence layers for events — immersive environments as easy to launch as a Zoom call, but designed to feel like being there. For game launches, esports fan zones, or town halls, it’s not just about what you see, but how you feel together.
From Spectators to Participants
Luke Taylor, former Twitch streamer and now GM of Jitter, described what happens when you collapse the wall between streamers and their audiences: “We had an event where 60% of viewers jumped straight into the game, controlling avatars alongside the streamer.”
In Jitter, thousands of fans don’t just watch; they play, vote, and interact in real time. It’s a glimpse of what happens when content isn’t broadcast to fans, but with them. Every viewer becomes a potential participant. Every moment is shaped by the crowd.
The Brand Perspective: Lamborghini’s Fast Forward
For Gravitas Labs, the paradigm is clear: brands can’t survive on one-off activations. They need long-term immersive hubs where fans come back again and again.
Their work with Lamborghini — the Fast Forward World — shows what this looks like in practice. Fans can explore cars in a 3D museum, race them in virtual spaces, and carry the same vehicles into third-party games.
At Goodwood Festival of Speed, Lamborghini launched a car simultaneously in the physical world and in Fast Forward — a unified fan moment across dimensions.
The takeaway? Brands that control their own immersive platforms don’t just capture attention — they own the data, the narrative, and the fan relationship.
Why MSquared
These stories share a common thread: they’re powered by MSquared’s infrastructure. Our mission is simple: make massive scale fan interaction possible, affordable, and open.
- Scale: Our Morpheus engine can host tens of thousands of users in the same live space. No sharding, no compromises.
- Openness: With our Web Worlds and MML protocol, fans and assets can move between experiences like links across the web.
- Brand Control: Companies like Lamborghini use MSquared to fully own their worlds, their data, and their economies.
The shift is happening now. From esports to luxury brands, from music to streaming, the leaders aren’t those chasing views — they’re the ones building interactive, participatory fan experiences at scale.
Ready to build the next fan-first experience? Let’s talk.