Brands have experimented with Web3 for years, starting with flashy NFT drops and limited-edition digital collectibles.

Most of these experiments failed.

You might think: “It’s the missing UX”. Maybe. But there’s more. 

Brands understand that successful engagement isn’t about throwing technology at people (such as NFTs or wallets). It’s about creating customer value.

Brands are now taking a step back, looking at their consumer engagement strategy more holistically, including Starbucks and Nike most recently. 

Digital assets, gaming, data, and loyalty now need to work together across platforms and devices.