Škoda’s Web3 Playbook

Hi, it’s Marc. ✌️

“Gaming is the new social media. Platforms like Roblox and Fortnite let brands create experiences where people spend not seconds, but minutes—sometimes even hours—engaged with your content.”

We sat down with Luca Zicconi, the Web3, Metaverse, XR, and Gaming Lead at Škoda Auto, to discuss their work in the Škodaverse.

As a brand with over 130 years of history, Škoda is embracing the future through Skodaverse, an initiative redefining consumer engagement with Web3 technology. They introduced NFTs to celebrate Škoda's 30 years as the official main sponsor of the IIHF Ice Hockey World Championship in 2022. 

Here’s what we’ve covered:

* Early adoption pays off: Škoda entered Web3 before heavyweights like Adidas and Nike, staking its claim as a leader in the space. Now, they have created a community and connected Škodaverse with gaming and metaverse.

* Value over extraction: Rather than selling NFTs, they gave them away for free—building goodwill and long-term relationships with fans.

* Cross-functional buy-in: Success in Web3 isn’t a solo effort. They built internal alignment through education, task forces, and leadership support.

And much more. 

Web3, Gaming, and Metaverse are changing how brands engage with consumers. Skoda is one of the leading players in the space touching all the verticals with proven traction. They have taken a step further and introduced AI avatars to make their digital experiences more compelling. 

On Web3’s potential and outlook, Luca said

“The hype may have died down, but the technology hasn’t stopped. Big brands like Visa, Lufthansa, and Meta keep building. Web3 is maturing, and it’s here to stay.”

Key Take-Aways

* Follow the audience: Platforms like Roblox (2.5M+ visitors for Skoda) and Fortnite are more effective than standalone metaverses. Why? The audiences are built in, reducing acquisition costs and increasing visibility.

* PRO TIP: Skip the standalone builds. Partner with platforms that already have millions of active users.

* Track engagement, not just conversion: In Skoda’s Nemesis platform, users spend an average of 10–15 minutes, far exceeding engagement on Instagram Reels (measured in seconds). Immersive experiences hold attention and deepen connections.

* PRO TIP: Invest in content that keeps users engaged longer. Engagement time is the new ROI.

* Use blockchain infrastructure: Skoda’s "Skoda Passport", powered by POAP tokens, rewards fans for both online and offline activities—no crypto wallet required. It’s a scalable way to integrate Web3 into existing loyalty programs

* Use blockchain tools like POAP to reward engagement without alienating non-Web3 users. We have covered all the details here. 

* Educate and align: Web3 success starts inside. Skoda ran webinars, events, and newsletters to onboard stakeholders and align cross-functional teams. This internal education was critical to gaining buy-in.

* PRO TIP: Prioritize team education to break down silos and drive new initiatives.

* Gamify your long-term strategy: Skoda’s Roblox game, teaching road safety, is a hit with Gen Z and Alpha audiences. While these younger users aren’t immediate customers, they’re building lasting connections with the brand.

* PRO TIP: Gamified experiences are more than fun—they’re the foundation for future brand loyalty. Connect all the initiatives building a deeper connection with your customers.

Skoda’s strategy highlights the importance of meeting audiences where they are, delivering real value, and focusing on the long game. They took customized approaches across platforms tailored to the platform-specific demographics. 

Tune in to the podcast to learn more about how they are capitalizing on early-move advantage in the space. 

That’s all for now.

Thanks,

Marc & Team

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