Online businesses and brands are going back to the drawing board to understand and find ways to use non-fungible token (NFT) collectibles. These unique digital assets, anchored in blockchain technology, have opened up vast opportunities for every business online, especially those working with brands' intellectual property (IP).
They represent the future of online ownership, collectibility, and digital interaction. Collectibles are offering brands infinite revenue potential, enabling them to cultivate digital communities and reward global fans without physical constraints.
But what exactly are these digital collectibles? And how are they relevant to brands and businesses?
In this blog, we will understand what digital collectibles are, why brands should consider using them in their digital footprint, and also a few challenges that are associated with them.
What are digital collectibles?
Digital collectibles are unique, virtual items or assets, often verified using blockchain technology to ensure authenticity and ownership. They are a subset of NFTs (Non-fungible tokens) and can be used to represent a range of digital goods, including art, music, videos, and more.
Just like physical collectibles, such as stamps or coins, digital collectibles can be bought, sold, traded, and held as investments.
Since these digital assets are secured and authenticated using blockchain, they ensure the uniqueness and authenticity of each collectible. This paves the way for IP (intellectual property) to take over in new and innovative ways.
By leveraging IP in the form of digital collectibles, brands, and creators can engage with their audience, enhance fan loyalty, and create additional revenue streams.
Digital collectibles and intellectual property
Digital collectibles present a transformative approach to IP for brands compared to traditional collectibles. Here are some reasons why:
- Monetization opportunities: Digital collectibles offer brands a lucrative avenue to monetize their unique intellectual assets. By tokenizing iconic characters, logos, or moments, brands can tap into new revenue streams.
- Brand loyalty and engagement: Exclusive collectibles can serve as a catalyst for deeper fan interaction, promoting long-term loyalty.
- Global accessibility: Unlike physical merchandise, digital assets can be disseminated globally without logistical hassles, ensuring a broader reach.
- Solves counterfeiting: Blockchain offers verifiable authenticity which prevents counterfeiting, a prevalent issue with physical collectibles.
- Perpetual asset: Digital collectibles don’t wear and tear like physical goods. This ensures that the brand's IP remains and this enhances the collectible’s value over time.
Now, why should brands opt for digital collectibles over their traditional counterparts?
Traditional challenges of leveraging IP
The value of IP in the physical world of business is pretty limited and is out of reach for most businesses, especially the small ones. The logistics can be too overwhelming and expensive for a lot of businesses.
Here is a quick rundown of key issues that plague traditional businesses from using IP:
Physical product management
R&D challenges: Substantial investment in research and prototyping with uncertain market acceptance.
Supply chain issues: Balancing quality raw material procurement and global disruptions.
Manufacturing hurdles: Overseeing infrastructure, addressing equipment concerns, and assuring product quality.
Inventory pitfalls: Walking the tightrope between overstock costs and missed sales, further complicated by ever-evolving market trends and regional regulations.
Market uncertainties: Heavy investments with no guaranteed resonance among audiences.
Distribution dilemmas: Necessity of robust partnerships to prevent limited content reach in a saturated media environment.
Apart from these concerns, traditional IP monetization also comes with a huge load of paperwork, legalities, and procedures. Licensing, syndication, and merchandising which are standard practices in IP monetization require too much effort and resources to kickstart which is not feasible for the majority of the businesses.
Why should brands consider using digital collectibles?
Digital collectibles are redefining how brands interact and engage with their customers. Their flexibility is unparalleled and the key advantage of having global access makes them a win-win for both brands and customers alike.
Here are three reasons why brands should definitely consider using digital collectibles:
Digital collectibles offer infinite scalability for brands. By eliminating the constraints of physical production, they ensure global distribution at minimal costs. This efficiency enables brands to meet vast demand without the usual inventory challenges, ensuring streamlined operations.
The power of digital collectibles lies in their ability to foster engaging digital communities. They transform fans from mere consumers to active community participants. As avatars or digital badges, they amplify brand presence and create a sense of exclusivity among users, enhancing brand loyalty and interaction.
New revenue streams
Opening new revenue streams, digital collectibles present unique monetization opportunities for IP brands. With the advent of virtual worlds, brands can showcase and monetize their collectibles. Furthermore, inbuilt resale royalties and interactive features provide continuous revenue channels beyond initial sales.
IP brands that have released digital collectibles
Various intellectual property brands have leveraged their iconic status and loyal fanbases, offering unique digital assets that resonate with a new generation of enthusiasts.
The Chicago Bulls introduced an NFT collection called "The Aurochs." Artists reimagined the Bulls logo, blending team heritage with modern digital trends. These limited-edition digital collectibles not only offered fans a unique piece of the Bulls' history but also enhanced fan engagement and loyalty in a contemporary way.
DreamWorks, in collaboration with Gala Games and Voxverse creators, launched NFT avatars for Web3 games, drawing from their cinematic universe. This initiative enabled gamers to feature iconic characters across Web3 platforms, merging gaming with digital collectibles and offering fans a novel DreamWorks experience.
NYFW x Afterpay
NYFW and Afterpay introduced fashion-themed NFTs, blending haute couture elegance with blockchain's innovation. This initiative reimagined fashion exclusivity, making high fashion more inclusive through Web3 technology. It paved new revenue paths and appealed to a younger audience keen on experiencing fashion with a modern twist.
How does Thirdweb help IP brands launch digital collectibles?
thirdweb offers a suite of developer resources and tools designed to simplify the process of launching and managing digital collectibles. Brands don’t have to deal with any blockchain or technical complexity. They can easily deploy smart contracts instantly and even set up the user interface with thirdweb’s front-end resources.
Here's an overview of how thirdweb assists in the creation and distribution of digital collectibles:
Interactive digital collectibles creation
thirdweb allows brands to transform a diverse range of multimedia file types, including images, videos, gifs, 3D files, and PDFs, into digital collectibles. Moreover, it offers a unique feature where audiences can customize their digital collectibles using personalized artwork, utilizing what's known as Signature-based minting.
This provides flexibility and enhances user engagement, as fans can have a hand in crafting their own collectible designs.
User-friendly purchasing experience
Recognizing that blockchain can be daunting for many, Thirdweb streamlines the purchasing process. It provides wallet and checkout solutions that enable customers to set up a Web3 wallet effortlessly using just their email address.
Importantly, it bridges the gap between traditional and blockchain-based payments, allowing customers to purchase these digital collectibles using familiar methods like credit cards.
Dedicated community marketplaces
Instead of relying on external platforms, Thirdweb empowers brands to create their own community marketplaces. In these spaces, customers can buy, sell, and trade their digital collectibles. This not only offers brands more control over the user experience but also ensures that fans don't need to navigate away to secondary marketplaces, such as OpenSea.
Hosting these transactions on the brand's own website fosters a cohesive brand experience and potentially boosts customer loyalty.
Potential and Future of Digital Collectibles
The potential of digital collectibles is multifaceted. Not only do they offer a lucrative revenue stream, but they also hold the power to reshape brand-consumer relationships.
As these virtual assets become more mainstream, they will foster a new era of brand loyalty built on shared digital experiences, direct interactions, and exclusive access.
We hope this blog helps you better understand how digital collectibles work and their advantages.
If you have any questions, reach out to the team directly for more info on how to get started with building your web3 eCommerce store — or get started below: