2023 has been a year of reckoning for Web3.

What started as a technology called “NFTs”, representing unique digital files that users can trustlessly own and trade over the internet, transformed into a breeding ground for new, consumer-oriented business applications.

Over the last two years, almost 50 of Interbrand’s Top 100 Global Brands started small-scale, isolated, and relatively simple digital collections.

Most of the activations clustered around two main categories:

Today we’ll focus on phygitals and cover:

This article is published in collaboration with Boson Protocol.1

The popularity of phygitals, and even more broadly “tokenization of real world assets (RWA)”, is driven by three key trends:

Let’s look at each of those.