📝 Field Notes #59: Back to Reality

Hilton goes beyond Roblox. Multiplayer Web3. NFL's Golden Knights launch NFTs. Forbes launches Web3 community. Absolute Labs X Google. Coinbase vs. SEC. Mysten Labs X Alibaba. Top charts & more.

Hey, it’s Marc. Welcome to our weekly, obsessively curated field notes on Web3 & crypto to help you filter out the noise. ✌️ Follow me on LinkedIn.

⏱️ Reading time: 3 min

Be inspired✨

“Our digital lives will become our platforms, and we will rightfully own those platforms and their connected (economic) benefits through Web3.” — Yat Siu

📚 Top 4 Reads

  • How brands make culture. By . Link

  • Web3 is changing the game for consumer brands. With Marc Baumann. Link (Pod)

  • A brief history of crypto. By Polynya. Link

  • Blending traditional marketing with Web3. With Markus Hutchins. Link (Pod)

  • Crypto market sizing 2024. By Crypto.com. Link

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✨ Web3 + NFTs

“Multiplayer Web3”🥽

A series of brands are meeting customers where they are: online, offline, and on-chain:

  • Hilton, together with 11:11 (Paris Hilton’s agency) launched a Roblox experience where players can earn real-world travel rewards. Link

  • Just recently, Walmart and Unity teamed up to bring immersive commerce for physical goods to games. Link

  • Vegas Golden Knights partnered up with Theta Labs for an NFT loyalty experience, claimable for fans attending the games in the stadium. Link

Zoom out: Brands are meeting digitally native consumers where they’re already spending the most time, combining digital and physical distribution.

By the numbers: AR is growing into a game-changing field for retail.

  • 71% of consumers would shop more often if it involved AR.

  • Retailers using AR have seen increases in conversions by up to 40%.

Back to reality: Whether fully virtual or AR, tying it back to IRL experiences is where the magic happens.

Punchline: Crypto, Web3 and immersive commerce are converging. Winners will be those can maser all three.

More on Web3:

  • Forbes offers Web3 community free premium content, Link

  • Absolute Labs, the Web3 CRM and analytics tool, launches on Google Marketplaces. Link

  • Anime Foundation creates ‘largest open ecosystem within Web3’ to power global anime culture in partnership with Animoca Brands. Link

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🌎 Crypto & Macro

The final battle?

  • Coinbase and the SEC went head-to-head in court. The crypto exchange pushed for the regulator's lawsuit to be thrown out. Link

Zoom in: While Coinbase compared buying crypto to collecting Beanie Babies, the SEC labeled them investment securities.

Yes, but: The judge is mindful that her decision doesn’t extend SEC's reach to other collectibles, such as baseball cards or Nike shoes.

Be smart: Bloomberg analyst estimates a 70% chance of Coinbase winning the case.

What’s next: The judge's decision is due in the coming months, potentially leading to a trial next year.

Why it matters: This case could shape SEC's role in overseeing the crypto market, including giants like Coinbase.

More on crypto:

  • The SEC has delayed its decision to approve/deny BlackRock’s proposed spot ETH ETF. Link

  • Mysten Labs (SUI) partners with Alibaba Cloud. Link

  • EU agrees to stricter due diligence rules for crypto firms. Link

🏗️ Start-ups to watch

  • Kazm: A no-code solution for gamified consumer/fan engagement and unified, Web2 + Web3-enabled loyalty programs.* Link

*Kazm is a partner of Dematerialzd.

💰 Money Moves

That’s all for now, folks. Thank you for being part of the journey.Talk soon,

– Marc

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