Fidelity Doubles Down on Metaverse With Financial Literacy Experience

The company’s latest efforts to reach younger investors “where they are” come after its debut in the sector last year

article-image

PL Gould/Shutterstock modified by Blockworks

share

Financial services titan Fidelity is looking to build upon its presence in the metaverse via digital experiences designed to bolster financial education for investors. 

The company is set to launch Pancake Empire Tower Tycoon on online game platform Roblox, as well as what it calls Bloom-o-rama in Decentraland, it revealed Thursday. 

Decentraland users who visit Fidelity’s Bloom-o-rama will navigate a hedge maze to gather saving, spending and investing tips — taking quizzes along the way. Users can unlock a Power Petal Suit, Bibi’s Boost Pack, Bibi Shades and Bloom-o-vision.

Those who complete Bloom-o-rama’s tasks can win $25,000 via Fidelity Bloom — a financial app designed to help users grow their savings. 

Fidelity’s Bloom-o-rama | Source: Fidelity

Both launches come after the company created Fidelity Stack in Decentraland last year, a building comprising a dance floor and rooftop garden. That experience was introduced at the same time Fidelity listed two ETFs focused on the crypto industry and the metaverse. 

“We apply a scan, try, and scale approach to innovation, and our experimentation with new platforms is no different,” Fidelity marketing head Kathryn Condon said in a Thursday statement. 

The company, which had more than $10 trillion assets under administration at the end of 2022, also filed trademark applications late last year related to a range of metaverse services. Plans for an NFT marketplace were also included within the documents.

While it is premature to discuss trademark applications, a Fidelity spokesperson told Blockworks, they reinforce the company’s continued focus to “meeting customers where they are.”

“We are increasing the quantity and variety of our solutions, including our metaverse offerings and emerging technologies, that provide more ways for our customers to engage with us,” the representative said.

Fidelity was not the first traditional finance firm to jump into the metaverse. 

JPMorgan unveiled a virtual lounge in Decentraland in February 2022. In a report published at the time, the bank estimated the metaverse’s market opportunity to be more than $1 trillion in yearly revenues.

The investment unit of Thailand-based Siam Commercial Bank, as well as London-based financial services provider HSBC, bought virtual real estate in the Sandbox metaverse the following month.

Bank analysts at Citi said in March 2023 that the Web3 economy could reach between $8 trillion and $13 trillion by 2030.

Still, the metaverse remains a nascent space. Since Facebook changed its corporate name to Meta, the company’s metaverse-focused division has lost billions of dollars quarter after quarter. Executives have said they will continue to invest in the sector, noting that they see “significant long-term opportunities.”


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

Industry City | Brooklyn, NY

TUES - THURS, JUNE 24 - 26, 2025

Permissionless IV serves as the definitive gathering for crypto’s technical founders, developers, and builders to come together and create the future.If you’re ready to shape the future of crypto, Permissionless IV is where it happens.

Brooklyn, NY

SUN - MON, JUN. 22 - 23, 2025

Blockworks and Cracked Labs are teaming up for the third installment of the Permissionless Hackathon, happening June 22–23, 2025 in Brooklyn, NY. This is a 36-hour IRL builder sprint where developers, designers, and creatives ship real projects solving real problems across […]

recent research

Research Report Templates (19).png

Research

Suilend has grown into the top money market and liquid staking provider on Sui. STEAMM, Suilend’s Superfluid AMM, presents a compelling avenue for growing market share within Sui’s DEX landscape and revenue generation for the protocol. Suilend’s multi-product suite position it well for owning market share across key verticals. While current metrics across the Sui ecosystem are likely inflated due to Sui Foundation incentive programs, SEND trades at amongst the lowest multiples in the lend/borrow sector, suggesting that a bull case for continued growth in the ecosystem may be mispriced.

article-image

Decentralized money was a “very unpopular goal” when concepts were proposed in the ’90s, said Nick Szabo

article-image

Cove aims to deliver “risk-adjusted yield” through curated DeFi vaults

article-image

The best capital markets are open to the most people — and crypto capital markets are open to everyone

article-image

Post-conference musings on Firedancer, Kraken, Solana Mobile and Trump

article-image

Executives expect others to follow SharpLink Gaming’s lead in purchasing an asset that has surged this past month

article-image

After a weekend of tariff policy shifts, investors appear confident that trade deals are underway