AXA France has entered the metaverse through the introduction of its new meta-gaming experience, Axadia, in The Sandbox platform. The company claims that it is the first of its kind in the insurance and banking industry, as it aims to offer an innovative approach to enable a broader audience to explore the company’s vision, principles, hiring procedures, and social responsibilities. The move is part of AXA France’s commitment to remain pioneers in terms of technological innovation and explore new universes where the future of their sector may be at stake, according to Patrick Cohen, CEO of AXA France.

Axadia offers multiple floors with different features that allow visitors to take part in tests of resilience and courage in the recruitment area or explore the innovation space. The rooftop adventure showcases AXA’s commitments to society and the environment, while the museum provides an opportunity to learn about the history of the company. Visitors may even have the chance to obtain an AXA NFT in the form of a shield as a tribute to the mission of insurers in the hidden level. At the end of the experience, 25 lucky participants will be randomly selected to keep their NFT AXA Shield in their wallet.

Moreover, AXA France’s participation in Axadia has additional benefits as participants have the chance to earn an incentive. If 10,000 individuals complete the experience by March 1, the AXA Hearts in Action association will donate €10,000 to Emmaüs Connect, an association dedicated to fighting against digital and social exclusion of the most vulnerable.

AXA France’s move into the metaverse is not the first as other large institutions have already entered the Sandbox, such as HSBC, Siam Commercial Bank’s SCB 10X, and Standard Chartered, to name a few. Even German sports brand Adidas and Hip Hop legend Snoop Dog are competing for prime land in the Sandbox metaverse. As more large institutions make their way into the metaverse, it legitimizes the space more and more.