Top 10 Reads of 2024
Hi, it’s Marc.
At 51 Insights, we're committed to delivering cutting-edge insights on how blockchain, AI, gaming, and data impact consumer brands and shape commerce.
As summer ends, we’re excited to share the top 10 essays that have resonated most with our readers this year.
I’m convinced that they will help you make better business decisions.
Thank you for being a loyal reader.
1. Telegram: The Next Big Consumer Platform for Brands?
Telegram isn’t just about messaging anymore—it’s a game-changer for brands. With its recent integration of crypto and the launch of the TON ecosystem, Telegram is transforming into a powerhouse for consumer engagement. Imagine reaching 900M users through seamless payments, mini-apps, and decentralized services—all within the familiar chat interface.
Our latest deep dive explores how Telegram’s blend of crypto, gaming, and data collection could revolutionize how brands connect with their audience. From integrating TON Payments for smooth transactions to launching mini-games that captivate users, discover why Telegram is poised to become the next big thing in consumer engagement. Ready to see how this could impact your brand?
2. What's Next: Web3 for Consumer Brands in 2024
2024 is the year Web3 stepped up. The dust has settled, and now, we've dived into the future of consumer brands as they navigate tokenization, loyalty, community, and more. Forget the hype and focus on how Web3 is reshaping commerce and customer engagement.
From Dior's phygitals to Nike’s community-led brands, this article covers everything you need to know about the ongoing Web3 transformation and what it means for businesses and consumers alike. Web3 is not just a trend but a full-fledged protocol for the internet's new era of commerce.
3. RWAs: Rethinking Commerce for High-Value Assets
This article dives into the transformative potential of blockchain, particularly focusing on how tokenization is reshaping commerce. The article explores why tokenization is gaining traction again, how it redefines ownership and trade, and the differences between Boson and Fermion in tackling various market needs.
For brands, the implications are vast— from creating new revenue streams to ensuring authenticity and combating counterfeits. As the world inches closer to a fully computable economy, this piece sheds light on the exciting possibilities ahead and what it means for the future of commerce. Dive in to see how tokenization could redefine not just products but the entire ecosystem of transactions.
4. State of Play: Web3 & Gaming
This article dives deep into how gaming has evolved into a major marketing trend. Over 80% of top global brands actively engaging with the massive gaming audience through immersive experiences in platforms like Roblox and Fortnite.
It explores the booming Web3 gaming market, the opportunities it presents for brands, and how they can leverage this explosive trend to connect with new audiences and boost engagement. From Adidas's successful Fortnite collaboration to OneFootball's innovative Web3 digital football club, the article showcases how brands are successfully integrating gaming into their marketing strategies.
Furthermore, it highlights the rise of "play-to-airdrop" and the growing influence of Web3 technologies in the gaming landscape. This article is a must-read for anyone interested in understanding the convergence of consumer brands and gaming and how it's reshaping the future of marketing.
5. State of Play: Web3 Fundraising in H1 24
This article dives into the world of Web3 fundraising in the first half of 2024, revealing a surge in investor confidence and a strategic shift towards AI, blockchain infrastructure, and user-friendly platforms. Key highlights include massive investments in AI cloud infrastructure and gaming projects, a continued focus on early-stage funding, and the growing convergence of AI and Web3. Notable rounds include Farcaster's $150M Series A, Polymarket's $70M raise backed by big names like Peter Thiel, and CoreWeave's impressive $8.6B funding for AI cloud infrastructure.
But that's not all! With insights into notable funds, angel investors, and key takeaways, this article provides a comprehensive overview of the current fundraising landscape in Web3.
6. From Polo to Pixels: Case Study on Lacoste's Web Strategy
Lacoste didn't just dip its toes into Web3; it dove in headfirst with its UNDW3 project, showcasing a bold and comprehensive approach. Starting with a simple NFT drop, they built a staged experience, growing alongside their community. By gamifying engagement and co-creation, Lacoste is rewriting the rules of brand loyalty.
UNDW3 isn't just another NFT project; it's a testament to Lacoste's commitment to its community and its vision for the future.
The brand isn't chasing the latest fad; it's building a sustainable and authentic connection with its audience. Lacoste's Web3 journey is a masterclass in how heritage brands can embrace new technologies without losing sight of their core values. It's a reminder that in the ever-evolving world of consumer engagement, innovation and authenticity are key.
7. Hollywood's New Star: Artificial Intelligence
Lights, camera, AI! This article explores how artificial intelligence is shaking up Hollywood, from scriptwriting to visual effects and even movie trailers. Studios like 20th Century Fox and Warner Bros. are already leveraging AI to analyze scripts and predict box office hits, while companies like Marvel and Disney are using AI to create stunning visuals and automate editing tasks.
As AI continues to advance at an astonishing pace, the entertainment industry is grappling with the need for regulation and ethical guidelines. While AI offers exciting possibilities for personalized content and optimized marketing, it also raises questions about creative control, intellectual property, and the potential for deepfakes and misinformation. So, is AI the future of Hollywood or a threat to its very existence?
8. Web3: A New Commerce Layer for the Internet
This article explores how Web3 is shifting power back to users in the eCommerce space, similar to the early days of the internet when platforms like Amazon and Shopify empowered individuals to create their own online stores.
The partnership between WooCommerce and Boson Protocol is highlighted as a game-changer, allowing brands and sellers to seamlessly connect physical goods to NFTs, creating a decentralized and transparent eCommerce ecosystem.
With Web3 infrastructure maturing and a new generation of crypto-savvy consumers emerging, the article argues that we're on the cusp of a new Web3 adoption cycle for brands. Web3 commerce offers benefits such as authenticity, traceability, and enhanced post-purchase marketing.
9. Karate Combat: Reinventing Fan Engagement
Karate Combat isn't just another fighting league—it's a Web3 revolution in sports entertainment. They've ditched traditional advertising in favor of a model that puts the power (and profits) directly in the hands of their fans.
Imagine a world where you can bet on your favorite fighter, influence league decisions, and even earn a piece of the action, all without the fear of losing your stake. That's the Karate Combat difference.
This article takes you behind the scenes of this groundbreaking league, exploring its unique blend of live-action fights, CGI spectacle, and community-driven governance. From their innovative "Up Only Gambling" concept to their open IP strategy, Karate Combat is redefining the fan experience. It's a blueprint for how brands can leverage Web3 to build deeper connections and create a win-win for everyone involved.
10. Beyond the Hype: Visa's Web3 Loyalty Solution
This article dives into Visa's visionary move into the Web3 loyalty space, exploring the strategic reasons behind it and the potential implications for brands.
It highlights the growing importance of loyalty programs in today's competitive market and how Web3 technologies, like blockchain and NFTs, are transforming the way brands engage with customers. Visa's new loyalty solution, powered by SmartMedia Technologies, offers a drag-and-drop platform for brands to create Web3-powered, gamified campaigns, issue branded wallets, and leverage first-party data management.
The article also raises several crucial questions about Visa's commercial model, onboarding process, data insights, and interoperability, which remain unanswered.
Despite these uncertainties, the move signals a significant step towards Web3 mass adoption and opens up exciting possibilities for brands to connect with next-gen consumers in innovative ways.
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One More Thing: Podcasts You Shouldn’t Miss
We’re also excited to present the top 5 podcasts you must check out this year. These episodes offer essential perspectives on Web3, AI, immersive technologies, and more from industry experts.
1. The Future of Web3 Gaming with BITKRAFT
This podcast episode features Carlos G. Pereira, Partner at BITKRAFT Ventures, one of the top gaming VCs, sharing insights into the future of gaming and interactive media. Discover the key trends shaping the gaming industry, from the opportunities in emerging app stores and transmedia IP to the challenges of Web3 gaming adoption. Gain valuable insights on how brands can leverage gaming and Web3 to build lasting connections with their audience.
2. Walmart's Approach to Web3, Community and Innovation
This podcast episode features Justin Breton, the mastermind behind Walmart's innovative brand marketing strategies. Discover how the world's largest retailer is venturing into Web3 and the Metaverse to connect with the next generation of consumers. It's not just about chasing immediate ROI; it's about gaining insights and securing Walmart's position as a future leader in these emerging spaces.
3. How Digital Identity Will Reshape Your Business
This podcast episode features Vinny Lingham, a pioneer in digital identity solutions. Dive into the crucial world of decentralized identity and its potential to reshape how we manage and protect our data in the digital age. Lingham highlights the importance of user control over data in a landscape where everyone wants to own your information. Discover how decentralized identity is not just a buzzword, but a practical solution for businesses navigating the complexities of compliance, data management, and customer trust in an ever-evolving regulatory environment.
4. The Road to Web3: Mercedes-Benz's Web3 Journey with Max Orgeldinger
Mercedes-Benz isn't just about luxury cars anymore – they're cruising into the world of Web3 with their NFT project, Mercedes-Benz NXT. In this episode, we get the inside scoop from Max Orgeldinger, the brains behind this exciting venture. Learn why patience and a long-term strategy are vital for a successful Web3 presence.
5. SEPHORA goes Web3: First-Hand Insights from Vincent Benoist
In this podcast episode, Vincent Benoist, former Global Innovation Project Director at Sephora, shares how this beauty giant is leveraging Web3 technologies to revolutionize the online shopping experience. Sephora Universe, their immersive 3D virtual world, aims to bridge the gap between the physical and digital worlds, allowing users to explore, try products, and connect with others in a fun and engaging environment. Learn how Sephora is approaching the metaverse with a focus on customer value, not just jumping on the latest trend.
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That's it for now.
Kudos to the 51 Insights team and a big thank you to our loyal readers.
Talk soon,
– Marc & Team
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