Disney has named a senior executive to oversee the company’s metaverse strategy.

Mike White, who has been with the business for more than ten years, will lead a group of top executives.

Chief executive Bob Chapek stated in a message to colleagues published by the BBC that the metaverse is “the next great storytelling frontier” to be explored.

Technology behemoths like as Meta, the owner of Facebook, and Microsoft are investing billions of dollars on the metaverse.

Mr Chapek hailed the metaverse as the “ideal platform to pursue our strategy pillars of storytelling quality, innovation, and audience attention,” according to the memo.

“This new canvas is being explored by teams across the organization, and I’ve been blown away by what I’ve seen,” he added.

Mr. White will take on the role of senior vice president of Next Generation Storytelling and Consumer Experiences at Disney.

He will distribute resources, investigate collaborations, and foster knowledge exchange on the metaverse in his newly formed job, according to the business.

He’ll also be in charge of a team with expertise in technology, strategy, and narrative.

Disney sees the metaverse as the next step in its almost century-long storytelling history.

Mr Chapek said in the email, “Today, we have a chance to link those worlds and establish an altogether new paradigm for how viewers perceive and participate with our tales.”

Last Monday, Disney said that revenues at its theme parks in the United States had surpassed pre-pandemic levels.

It also revealed that its Disney+ streaming service has gained 11.8 million new members in the last three months of 2021, bringing the total number of customers to almost 130 million globally.

A metaverse is a virtual world where individuals may play games, work, and interact using virtual reality headsets.

Some of the world’s largest IT corporations are touting it as a crucial milestone in the next generation of the internet.

The business previously known as Facebook has placed the largest wager on the metaverse thus far.

Last year, Facebook renamed itself Meta Platforms and announced plans to invest more than $10 billion (£7.4 billion) on virtual reality software and hardware.

Meanwhile, as part of its metaverse drive, Microsoft has announced the addition of 3D virtual avatars and surroundings to its Teams messaging system.