This preliminary literature review examines the current evolution of the Metaverse and its implications for marketing and consumer-brand interaction. It explores the transition from the 2021 Metaverse hype toward more practical platform-based and device-based applications, including environments such as Roblox and Fortnite and emerging immersive technologies. The study identifies key research gaps concerning consumer experience, engagement and behavioural outcomes in Metaverse-related environments. Based on these gaps, three open research questions are proposed, focusing on the effects of immersion, interactivity, social interaction and co-creation on brand experience and engagement, their relationship with behavioural outcomes, and the adaptation of marketing strategies to emerging Metaverse environments. An initial conceptual model is also introduced as a basis for future empirical research.