A new blueprint for NFT sales (?)
For many American families at this time of the year, Sundays are for football.
They have their game day routines; triple checking their fantasy teams and sparking debate on social media about who the best quarterback is.
But now there may be a new addition to that routine: buying/trading NFTs.
The NFL teamed up with Dapper Labs (the folks responsible for NBA Top Shots) to release the NFL All Day NFT collection last month.
And an interesting trend is starting to form...
Each match day (Sunday, Monday, Thursday) for the past few weeks there’s been a huge spike in NFL All Day NFT trades.
We put this down to a few things:
Gamification: The NFL and Dapper Labs have been able to learn from those who came before them, to figure out what makes a good NFT project in sport these days. A big part of it is making it fun to collect the NFTs.
While the NFL All Day NFTs don’t have utility built in, Dapper did launch ‘Playbook' which has weekly challenges requiring users to interact with the platform for rewards (like more NFTs).
Behavioral change: As Dave Feldman, Dapper Labs’ senior VP of marketing, says:
“We’re not asking anyone to change their behavior…we’re just giving them the opportunity to own a piece of the action that they are already so passionate about.”
Users don’t need to learn everything they can about blockchain technology in order to buy the NFL’s NFTs. They just put their credit card in, press ‘pay,’ and then they own that moment (in NFT form).
Marketing/community: The NFL and Dapper Labs each have large audiences which may be thought of as ‘communities.’ NFL All Day NFTs are being marketed on the official NFL Network channel, with ads featuring Kansas City Chiefs quarterback, Patrick Mahomes.
One of the keys to success in any NFT project is to have a group of people who are passionate about the subject. Sport is one of those things that brings out the most passionate people in the world.
And sure, not all NFT projects have the luxury of being able to leverage existing communities, recurring events, or large budgets...
But for those that do - like most major league sports around the world - the NFL All Day NFT project could work as a great blueprint for success.
Now…Let’s go 9ers.