Your money or your data: Avatar embodiment options in the identity economy

In the physical world, choices about self-representation are tied to the body. However, avatar embodiment offers users many more options. These options are often constrained or promoted according to the economic models of the platforms that support different virtual worlds. Still, work on user motivations for avatar embodiment has generally not accounted for these constraints. To help explain users' interest (or lack of interest) in immersive technology, we discuss the mismatch between platform intentions and avatar affordances. We describe how user and platform motivations intersect in the ‘embodied identity economy’, a model in which users either ‘pay’ for access to embodied experiences with data from their physical identity or fund economy with cash payments. We present a framework of avatar embodiment using two dimensions: consistency versus discrepancy with the user’s physical identity, and experiential versus identity-based self-presence. We describe three ways in which avatars can be consistent with the user’s physical body: through appearance, through behavior, and the extent to which avatar data is linked with the user’s identity in the physical world. We relate this concept to recent discussions of a proposed ‘metaverse’ as a hub for life online.