The Consumer, Retail, Fashion & Luxury working group recently hosted a showcase featuring Virtway, a Spain-based tech company specializing in enterprise metaverse solutions. Virtway focuses on AI-powered immersive training, virtual collaboration, and large-scale events — all within fully customizable 3D environments.

Their platform supports interactive onboarding, corporate training, and marketing campaigns, with features like real-time voice and avatar interaction, gamification, and scalability for hundreds of participants. Well-known companies such as McDonald’s, Microsoft, Google, Beiersdorf, and Chevron have already used Virtway’s solutions.

To make these experiences impactful, Virtway integrates personalized avatars, advanced simulations, and gamified elements like quizzes — all designed to increase engagement and deliver measurable results.

We also had the opportunity to ask Virtway CEO José Antonio Tejedor a few questions:

Virtway has been active since 2010, long before the Metaverse hype. What was your original vision, and how has it evolved over time?
When we started, our goal wasn’t to follow a trend, it was to solve real business challenges using immersive technology. We saw an opportunity to build virtual spaces where people could connect meaningfully, regardless of location. In 2012, we launched one of the first multi-user 3D environments accessible even on mobile, and that early commitment to accessibility and engagement still defines Virtway today. Over time, we’ve refined the platform into a stable, enterprise-grade solution that serves concrete business needs from onboarding to live events while staying true to our original belief in the power of real-time, interactive environments.

How do you personally define the “Metaverse” – and where does it begin for you in a business context?
For me, the Metaverse is about presence and interaction. It’s a place where people can feel “together” in a virtual space engaging not just through video or chat, but with avatars, spatial audio, and shared experiences. In a business context, it begins the moment a company uses these spaces to enhance how teams collaborate, how customers engage, or how knowledge is shared. It’s not about replicating reality, it’s about creating a better, more effective digital alternative for specific objectives.

What do you say to people who claim the Metaverse has failed or is just a passing trend?
I understand the skepticism, especially given how the term has been used. But the reality is that many businesses are already benefiting from metaverse applications. What failed in some cases wasn’t the concept, but the lack of a clear use case. When companies approach the Metaverse as a tool, they find the real value. We see it every day with clients who reduce travel costs, improve training outcomes, and reach audiences in new ways. It’s not about hype; it’s about results.

Virtway is used for training, events, and employer branding, among other things. Which use case currently resonates most with your clients – and why?
Training and onboarding are the most in-demand right now. Companies need scalable ways to deliver consistent experiences to remote or distributed teams, and traditional formats aren’t keeping up. Our platform allows them to create interactive learning sessions that are engaging and efficient. People retain more when they’re actively participating, not just watching a screen. That’s where immersive technology really proves its value.

Can you share a specific project or client case that shows what the Metaverse can achieve in a business context?
One of our long-term clients in the manufacturing sector built a complete virtual training campus using our platform. They needed a reliable, cost-effective way to train teams across multiple regions. By moving their programs into Virtway, they not only cut down on logistics and travel costs, but also improved engagement and learning retention. Employees could interact with content, ask questions live, and collaborate in real-time. It’s a great example of how the Metaverse, when applied with a clear objective, becomes a very practical business tool.
Additionally, a Fortune 100 software company used Virtway to host multiple two-week immersive training events for groups of over 130 employees. The experience combined gamified learning quests, interactive team sessions, and live keynotes. According to the post‑event survey, participants rated it 4.7/5 and reported a 70% increase in knowledge retention. This illustrates how thoughtful design, coupled with immersive technology, can deliver significant training impact far beyond traditional formats.

We thank the Virtway team for their insights, and our WG Consumer, Retail, Fashion & Luxury Co-Leads Preeti & Pedro for organizing this inspiring showcase!