I think the connection of the digital world offering physical world opportunities, especially those challenges becomes a really powerful thing. If you've collected the entire Celtics series from Topshot and that gives you a one in 200 chance to sit courtside to a playoff game, that's really cool. That's something that you're connecting with your team and a brand in a far different way than you ever could before. People acquiring these assets oftentimes through packs where they're not specifically buying the things that they want a lot of times.

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