Meta’s Monumental Move
After successful legal defense against the Federal Trades Commission (FTC), Meta’s ($META) appeal to acquire Within for $400 million was approved by a court judge in San Jose, California, February 1, 2023.
The acquisition was temporarily halted on July 27, 2022, in result of FTC Chairperson Lina Kahn’s agenda to enforce strict antitrust law and prevent large corporations from dampening innovation.
Who Is Within?
Within is a virtual reality (VR) studio based in Los Angeles, California, primarily known for the development of Supernatural.
What Is Supernatural ?
Supernatural is a fitness and wellness VR service offering trainer-led rhythmic workouts set in stunning locations. During workouts, users can immerse themselves in the Galápagos Islands, Yosemite National Park, the surface of Mars, and many other locations.
Boxing, Supernatural Flow, Meditation, and Stretching are available through Supernatural’s service.
Boxing
Boxing drives users to activate their upper body through performing jabs, crosses, uppercuts, and hooks on upcoming targets. Additionally, users may activate their lower body through performing ducks, bobs, weaves, and slips. During each workout, a personal trainer demonstrates the proper form for users to reference and effectively replicate themselves. Music genres including pop, rock, and hip hop are available for users to sync their boxing workout to. VR boxing helps users build their focus and remain present in the moment.
Supernatural Flow
Supernatural Flow is Supernatural’s signature workout focusing on high-intensity, rhythmic movement. While playing, users swing at targets mapped to the rhythm of electronic and reggaetón music. Supernatural Flow encourages users to activate their upper body through performing strikes, swings, smashes, and blocks on upcoming targets. Furthermore, users may activate their lower body through performing lunges, squats, leg lifts, and fast feet. Supernatural Flow’s unique workout strengthens user awareness and coordination.
Meditation
Meditation enables users to immerse themselves in their favorite locations and follow breathing exercises led by their personal trainer. VR meditation reduces stress, improves sleep, and increases self-sense of presence.
Stretching
Stretching sessions led by personal trainers are available for users to follow. Different stretching routines are provided depending on if the user is warming up for a workout, cooling down from one, on a rest day, or getting ready for bed.
Tracking Features
After working out, users have the ability to track their routines and create plans to improve upon them. Adding to the social aspect, users can compete against their friends for top leaderboard positions. Users never have to worry about repetitive workouts as there’re currently over 500+ available with more planned to release.
Supernatural is offered exclusively through the Meta Quest store as a subscription based service for $19/month or $180/year.
Why Is This Acquisition Important?
■ It Eliminates the Public’s View of Meta Trying to Create a Dystopian Universe
Meta’s push into VR has led the public to assume the company is trying to trap its users in virtually created worlds and detach them from reality. This misconception has only added to Meta’s poor reputation in recent years. However, I believe the acquisition of Within has retrieved a portion of Meta’s lost credibility.
Currently, Meta owns over 9 VR/AR studios including Armature Studio, Beat Games, BigBox VR, Camouflaj, Downpour Interactive, Ready At Dawn, Sanzaru Games, Twisted Pixel Games, and Within. Of Meta’s 9 VR/AR studios, Beat Games, Sanzaru Games, and Within are geared towards fitness and wellness. Fitness and wellness studios represent a third of Meta’s VR companies, whereas the other 6 focus on developing first-person shooters, Marvel superhero games, and sci-fi thrillers. Providing a variety of VR genres to users will inevitably propel mass VR adoption.
Meta’s array of studios exemplifies the company’s mission to connect its users while also keeping them active and engaged in the Metaverse.
■ Supernatural Is a Strong Competitor to Peloton
Supernatural requires users to purchase a Meta Quest 2 or Pro, whereas Peloton forces customers to purchase multiple exercise machines. It’s important to note that purchasing a Meta Quest 2 or Pro enables users to not only exercise, but also experience other services and games.
Below is a table comparing Meta / Supernatural’s and Peloton’s prices:
| Meta / Supernatural | vs. | Peloton |
|---|---|---|
| – | ||
| Meta Quest 2: $400 | Peloton Bike: $1445 | |
| or | Peloton Treadmill: $3495 | |
| Meta Quest Pro: $1500 | Peloton Row: $3195 | |
| – | ||
| Subscription: $19/month | Subscription: $44/month |
All other services and games for the Meta Quest 2 and Pro are sold separately
Meta / Supernatural offers significantly cheaper hardware and subscription options than Peloton.
Supernatural also sells Meta Quest controller grips, sweat-protectant VR goggle liners, workout mats, and branded apparel at affordable prices on their website. Comparatively, Peloton requires users to purchase expensive cycling shoes, bike mats, and weights that aren’t included with the purchase of the machine.
Meta / Supernatural is the clear winner.
Conclusion
As a whole, I’m looking forward to the updates Within makes to Supernatural and the other VR services they create in the future.
I believe Meta has made the right choice in taking the majority market share of the fitness and wellness VR space. Meta’s strategically positioned VR studios will begin to bring in notable revenue as mainstream VR use onsets.
The world’s venture into the Metaverse has begun and will soon alter society more than the modern smartphone did.
Thank you for reading this article. If you would like to get in contact, be sure to email me at colbylarson00@gmail.com. Below are my various social media links where you may further interact as well.
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