It only makes sense that advertising and marketing technology should heed the call. Immersive mobile advertising campaigns that use NFTs can be distributed programmatically across various platforms. Brands can use NFT technology to provide personalized gifts, vouchers or more to their customers. For example, Taco Bell recently sold NFTs for digital taco art (and donated 100% of the profits to Taco Bell Foundation, Inc.). This technology can help drive user engagement for brands and can be attributed back to a user or paid media channel without the need for a cookie. For a specific subset of consumers, it’s a win-win situation for both them and advertisers.
“You’re starting to see NFT (non-fungible tokens), and it’s not so much about just about how much is sold, market value, but more just that people are becoming more comfortable with it and so we’re starting to see these applications that are just popping up left and right. It reminded me so much of the early days of the internet where, in the mid-90s, people started talking about internet applications but the internet had been around for ten years.”
Is this just a fad?
If you’re asking why anyone would pay over $1,000 for a virtual Christmas sweater with the Bitcoin logo all over it, perhaps you’re not in the right place. But it is entirely possible that the whole NFT obsession may prove a fad – or not. Many of the first NFTs were in the style of CryptoPunks, pipe-smoking digital beings that date back to 2017, and CryptoKitties, cute virtual felines that started the same year.
NFTs have captured the world’s attention by disrupting the art industry. But there are several other sectors NFTs are primed to change.
- NFTs have transformed the art industry, but other industries could benefit from the technology too.
- Music and gaming are actively exploring using NFTs.
- But other things are beginning to be tokenized too.
The $1 billion market for non-fungible tokens has seemingly come out of nowhere to capture the imagination of artists and blockchain enthusiasts all over the world. While the projects range from eight-bit pixelated portraits to elaborate ink and paint creations, what they all have in common is the behind-the-scenes startup Alchemy.
The San Francisco-based firm was founded in 2017 by Nikil Viswanathan and Joe Lau and only opened to general, rather than private, customers in August. Since then, transactions using Alchemy technology have grown 54-fold to power $25 billion worth of Ethereum projects such as decentralized finance startups and NFT platforms, Viswanathan said in an interview.
The use of blockchain in crypto-based games could be a hinderance to the adoption as well as an exciting unique selling point. Now, before you start taking up your decentralized pitchforks and demanding that I be immediately chased out of Blockland and never spoken of again, please let let me explain.
This is not a suggestion that blockchain games are bad, or that the addition of blockchain is detrimental to games. On the contrary, there are hardly any existing genre of game which couldn’t be greatly enhanced through the integration of blockchain elements.
At the end of 2019, research firm Forrester and Big Four firm Ernst & Young, or EY, published a report surveying the adoption of public blockchains by enterprises. Findings revealed that 75% of respondents were likely to use a public blockchain in the future.
Although this was the case, the report also found that most enterprises were still using private blockchains to ensure security, privacy and scalability. What was also noted in the survey as the top three concerns regarding public blockchain networks were a lack of maturity, security and privacy issues.
The video game industry and blockchain and crypto fields seem to be a perfect match. Both communities recognize and appreciate the value of digital objects, lead in cutting-edge technological developments, like to be in full control of their actions, and are addicted to intensive emotions. Non-fungible tokens (NFTs), yield farming, digital scarcity, crowdfunding are just a few examples of common grounds that could bring players, investors, and traders together.