Mobile push reshapes Meta Horizon strategy

The company has indicated that development efforts for Horizon Worlds will centre almost entirely on mobile devices, reflecting a broader reassessment of how users access immersive social experiences. Executives have acknowledged that while virtual reality remains integral to long-term plans, scale and engagement are more readily achieved through the billions of smartphones already in circulation than through standalone headsets.

Horizon Worlds was introduced as a cornerstone of Meta’s metaverse strategy, enabling users to create avatars, build digital environments and interact in shared virtual spaces. Initially positioned as a flagship experience for the Quest VR ecosystem, the platform was expected to drive hardware adoption and showcase the social potential of immersive technology. However, user growth failed to match early projections, and internal reports pointed to retention challenges and limited repeat engagement.

The strategic adjustment comes as Meta continues to invest heavily in its Reality Labs division, which oversees augmented and virtual reality initiatives. Financial disclosures have shown multibillion-dollar annual losses in the unit, even as the company maintains that immersive computing represents the next major technological shift. Chief executive Mark Zuckerberg has repeatedly argued that spatial computing will define the future of social interaction, yet he has also conceded that adoption will take time.

By prioritising mobile, Meta appears to be acknowledging a more incremental path towards that vision. Making Horizon Worlds accessible through smartphones lowers barriers to entry and broadens the addressable audience far beyond existing Quest users. Industry analysts note that mobile-first design could also make it easier to integrate Horizon features with Meta’s established platforms such as Facebook and Instagram, where user bases number in the billions.

The shift aligns with broader trends in the technology sector. While enthusiasm for the metaverse surged during 2021 and 2022, investment sentiment cooled as consumer uptake lagged and economic conditions tightened. Competing platforms that focused exclusively on VR have struggled to achieve mainstream traction. In contrast, hybrid models that blend traditional mobile interfaces with immersive elements have shown greater resilience.

Meta has already rolled out a mobile companion app for Horizon Worlds, allowing users to join experiences without wearing a headset. Developers have been encouraged to design environments that function seamlessly across devices, suggesting that VR will become one access point among several rather than the dominant channel. Company executives have framed the move as an evolution rather than a retreat, arguing that social platforms historically succeed when they are device-agnostic.

The recalibration also reflects internal lessons about user behaviour. Data shared during earnings calls has highlighted that casual, quick interactions often drive higher engagement than prolonged immersive sessions. Mobile platforms naturally lend themselves to shorter, more frequent visits. By contrast, VR usage tends to involve longer sessions but less frequent participation, limiting daily active user metrics.

Hardware considerations play a role as well. Although Quest headsets have sold in the millions, they remain a niche product compared with smartphones. Production costs, pricing pressures and competition from emerging mixed-reality devices have complicated the hardware narrative. Apple’s entry into spatial computing with its Vision Pro headset has underscored both the promise and the premium pricing challenges of the category.

Meta has not abandoned VR. The company continues to release updated Quest models and invest in augmented reality glasses under development. Yet the emphasis on mobile for Horizon Worlds suggests a recalibration of expectations. Rather than relying on hardware-driven growth, Meta is seeking to build community and content ecosystems that can later transition more smoothly into immersive environments as adoption expands.

Developers and creators stand to be affected by the change. Those who built experiences optimised for VR must now adapt them for smaller screens and touch-based controls. At the same time, a larger potential audience may improve monetisation prospects. Meta has introduced creator funds and in-world purchasing features to incentivise content production, though revenue generation from Horizon remains modest compared with the company’s advertising business.

Market reaction has been measured. Investors have largely prioritised Meta’s advertising recovery and advances in artificial intelligence over its metaverse spending. The company’s share performance over the past year has been driven more by AI-related product launches and cost discipline than by developments in Horizon Worlds. Nevertheless, the metaverse strategy remains a defining element of Zuckerberg’s long-term narrative for the company.