51 Insights – What Matters in Digital Assets

Hi, it’s Marc. ✌️"The biggest AI impact isn't in chatbots—it’s in backend efficiencies like demand forecasting, inventory management, and pricing optimization."We sat down with Mario Lang, Executive Director & Global Technology Lead at The Estée Lauder Companies Inc., to discuss the key shifts in technology to define the next decade of luxury.The Estée Lauder Companies (ELC) have explored emerging technologies, such as blockchain-based Digital Product Passports (DPPs) for authentication, consumer engagement, and resale tracking. They are also developing AI-driven customer service agents to enhance white-glove luxury experiences. Mario said: “Many brands fail in digital transformation because they silo innovation teams from core business units—tech must be embedded, not an afterthought.”In 2024, ELC and Microsoft expanded their partnership with an AI Innovation Lab to power prestige beauty with generative AI by accelerating consumer engagement, speed to market, and localized relevance across ELC’s 20+ brands. The company also built an AI tool to merge trend data with products to spot trends, optimize marketing, and boost profitability while improving consumer targeting and reducing marketing inefficiencies.AI, blockchain, and immersive commerce are no longer experiments—they are shaping how brands engage, optimize, and sustain long-term value.Here’s what we’ve covered:* Digital Product Passports (DPPs) – The future of CRM* AI in Luxury – Backend first, frontend next* NFTs – From collectibles to utility* AI-powered trend spotting & pricing optimization* Web3 loyalty programs* The shift to interoperable luxuryAnd much more.The future of luxury isn’t brand silos—cross-brand collaboration will redefine consumer engagement. Brands need to stop hoarding consumer data and embrace shared loyalty ecosystems.Key Take-Aways for Brand Leaders* DPPs will be the CRM: DPPs lower the barrier to consumer-brand interaction, replacing the outdated PII (Personal Identifiable Information) model. They authenticate luxury products, support resale, and build long-term consumer relationships.* Action: Start integrating DPPs in your supply chain today across sourcing, retail, and resale. The EU will require them soon for sustainability compliance.* No ID management platform currently exists that fully bridges procurement, retail, and consumer engagement—this is an untapped opportunity.* AI should first optimize operations, then elevate consumer experience: AI agents can enable hyper-personalized luxury service at scale, reducing human resource needs. The biggest opportunity isn’t in chatbots—it’s in backend efficiencies: demand forecasting, dynamic pricing, and supply chain optimization.* Action: Deploy AI to optimize inventory, promo pricing, and customer segmentation before launching consumer-facing AI experiences.* NFTs are not dead—they need utility: The NFT hype cycle is over, but functional NFTs tied to loyalty, gated access, or resale verification will thrive. Sports teams and entertainment brands are leading the way in NFT utility—luxury is behind.* Pro tip: Instead of a collectible, think of NFTs as a membership key—reward consumers with exclusive product drops, events, or brand collaborations.* Metaverse is evolving through AR & Wearables: Full-scale VR adoption is waiting on better hardware, but AR is already driving results in retail activations. Consumers expect seamless blending of digital and physical luxury experiences.* Action: Test AR activations in high-footfall retail spaces and track conversion from AR-driven engagement to purchase.* The future of luxury loyalty is interoperable: Consumers want brand-agnostic loyalty programs where benefits travel across brand ecosystems. The biggest brands are already tracking consumer behavior beyond direct sales—department store data is the next battleground.* Action: Consider partnering with other brands or platforms for shared loyalty programs. A perfect example: Cavs Rewards* The biggest opportunity isn’t just better loyalty—it’s disrupting wholesale retail data access, allowing luxury brands to reclaim customer insights lost in department stores.* Future-proofing- How to vet emerging technologies: Leaders need to assess tech through clear business outcomes, not just “innovation for innovation’s sake.” Brands that fail to connect technology to engagement, conversion, or efficiency will struggle with adoption.* Action: Categorize all new tech into:* Now – Solves an immediate business need (e.g., AI for pricing optimization)* Soon – Competitive advantage in 1-3 years (e.g., DPPs, loyalty evolution)* On the Horizon – Moonshot innovation bets (e.g., AR-based virtual commerce)* Pro tip: Never lead with “innovation” when pitching tech internally—frame solutions in terms of revenue, efficiency, and conversion.The next decade of luxury isn’t about digital gimmicks—it’s about using technology to lower friction while preserving exclusivity.Brands that integrate AI, blockchain, and immersive experiences into existing consumer journeys—instead of treating them as standalone experiments—will win.Dive deeper and listen to the full conversation.That’s all for now.Thanks,Marc & Team51 can help your Web3 & AI scale-ups to become the go-to name for enterprises & brands. We’ve built the highest-quality growth engine in Web3:* 70K+ B2B business leaders & direct corporate access to get in front of decision-makers.* Institutional grade research & BD execution to deliver high-intent corporate prospects & higher conversion rates* Sales enablement & GTM strategy to close enterprise deals faster.Clients include: Avalanche, MoonPay, Near Foundation, and others.Let’s talk. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️“There is no correlation between budget and success. The most successful brands are the ones that understand the community they’re entering and add value rather than just push ads. Spending millions doesn’t guarantee engagement—listening and iterating does.”We sat down with Charles Hambro, Co-founder and CEO at GEEIQ, to break down how brands can use Roblox, Fortnite, and other virtual worlds to drive engagement and stay ahead.GEEIQ is an analytics platform that helps brands track and optimize activations in virtual spaces. Since 2018, it has analyzed hundreds of brand campaigns, proving that gaming isn’t just for experiments—it’s a core marketing channel.Why it matters: Traditional social media is losing ground. Younger audiences are spending more time inside games than scrolling feeds. For brands, this isn’t just an opportunity—it’s the next battleground for attention.On why brands are moving into virtual worlds, Charles said:“Virtual worlds are not just games anymore—they’re social hubs. People aren’t just playing, they’re hanging out. That’s where brands need to be.”By the data: The last 5 years have seen a shift from social media to user-generated content (UGC) platforms like Roblox, Fortnite, and Zepeto.* In Q4 alone, 110 brands launched activations in Roblox, more than Fortnite (75) and Sandbox (31) combined.* Roblox has seen 847 brand activations since 2018, nearly double Fortnite (477).Here’s what we’ve covered:* Why brands are shifting from social media to virtual worlds—and why Roblox dominates brand activations.* How virtual commerce is evolving—and what Walmart, Gucci, and Hugo Boss are testing.* The biggest mistakes brands make in gaming activations—and how to avoid them.* Why traditional social media and gaming platforms will merge—and how brands should prepare.And much more.Virtual commerce is still in the early stages. Brands should experiment with digital-to-physical strategies, but don’t expect instant ROI—yet. The real winners will be the brands that experiment early, listen to the data, and focus on engagement over impressions.The Ultimate AI x Crypto Intelligence PlatformCompare, analyze, and track AI startups & vendors in real-time — powered by research and data, not hype. Join the waitlist for exclusive early access 👉Key Take-Aways for Brand Leaders* Roblox is not the only game in town: Roblox leads in brand activations, but it’s not the only platform that matters. Fortnite, Zepeto, and others offer different opportunities based on budget, audience, and engagement style. The right choice depends on your strategy—not hype. Breaking it down:* Fortnite → High-quality brand activations, but bigger budgets required.* Zepeto → Strong Gen Z, female audience—ideal for fashion & lifestyle brands.* Decentraland & Sandbox → Web3 & NFT focus, but smaller user bases.* PRO TIP: If reach and engagement are the goal, Roblox is still the best bet. But don’t assume success—test, analyze, and refine before scaling.* From social media to virtual worlds: Brands no longer need approval from platforms like Roblox or Fortnite to launch activations. Just like users can create and publish content, brands can build their own experiences, virtual stores, or branded items without needing direct partnerships with the platform. Virtual worlds function like social platforms where brands can build their own spaces (similar to how they used to create Instagram profiles).* PRO TIP: Don’t treat virtual worlds like traditional gaming—approach them like social media platforms where users expect engagement, not ads.* Brand success isn’t about big budgets: Spending more doesn’t guarantee success—brands that listen to the community and add value perform better. Engagement, not impressions, drives ROI—time spent with a brand in virtual worlds outperforms traditional social media.* PRO TIP: Before launching, use data to study user behavior and adjust your activation accordingly.* E-Commerce in virtual worlds is just beginning: Walmart’s test in Roblox (powered by GEEIQ’s data) showed potential but had limits—only three real-world items were available for purchase. Meanwhile, Roblox partnered with Shopify to let creators sell physical goods directly in-game using Shopify’s checkout, with a full launch set for 2025. Gen Z and Gen Alpha already shop on social platforms and buy virtual items on platforms like Roblox. As virtual worlds evolve, in-game purchases could outpace traditional e-commerce.* PRO TIP: Brands should experiment with digital-to-physical commerce (e.g., selling digital skins that unlock real-world products) to prepare for this shift.* Virtual worlds will become more social: Meta’s Horizon Worlds could be the sleeping giant, with Meta’s 3B+ monthly users and deep platform integration. Expect mergers and acquisitions between virtual platforms and traditional social media. More social features (news feeds, TikTok-like experiences) will be integrated into virtual worlds.* PRO TIP: If you’re planning for long-term brand positioning, start testing activations in virtual spaces now—before competition floods in.* Blockchain and Web3 games aren’t dead: Blockchain and Web3 gaming aren’t a lost cause—they just need a fresh approach. Platforms like Decentraland and Sandbox didn’t resonate because NFTs weren’t the real draw. Users care more about immersive social and gaming experiences than the underlying tech. For blockchain to truly make an impact in gaming, it’s about traditional giants like Roblox or Fortnite seamlessly integrating on-chain assets.* PRO TIP: Brands should focus less on chasing the NFT hype and more on gamifying experiences that enhance engagement. The future of Web3 in gaming lies in creating multiple touchpoints, building lasting loyalty, and delivering real utility—like cross-platform asset ownership.Virtual worlds aren’t just an extension of gaming—they’re the future of brand engagement.Tune in to dive deeper into Charles’ brand strategy.That’s all for now.Thanks,Marc & Team📊 Data Drop: Top Brands in Gaming / Immersive CommerceWe have curated a dataset of 150+ of immersive commerce / gaming activations of major consumer brands. Subscribe to PRO to get free access to all the data (at the bottom of the article) 👇 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️We sat down with Michael Chock, Chief Solutions Officer at SmartMedia Technologies, John Timoney, Co-founder at Uptop and Mark Epps, Director of Communication and Web3 at ATP Tour to break down how sports clubs are leaving millions on the table—and how new tech is turning passive fans into paying customers.Sports teams and brands monetize less than 5% of their fan base despite having millions of followers. This brings the need for monetising fan engagement, not just measuring.On the future of Web3 and fan engagement, Mark said:“When we launched our ‘Momentum’ campaign, we grew our fan database by 25% in just eight days. And we did it using NFTs—without even calling them NFTs."On the need for fan identity and first-party data, John said:“The future of fandom and marketing is direct-to-wallet. Your wallet is your identity, your transaction history, and your engagement proof—all in one."On loyalty, Michael said: “Sports teams don’t have a loyalty challenge—they have an engagement challenge. Having millions of Instagram followers means nothing if brands can’t turn them into real value.”— Michael Chock, Smart Media TechnologiesWant the full breakdown? We just dropped our flagship report on The Future of Fan Engagement.Key Take-Aways for Brand Leaders* Sports and brands have massive digital audiences but monetize only 1-5% of them. Even a 1% improvement in monetization can generate significant revenue. Brands should shift from passive social media followings to opt-in, direct engagement models that provide fan incentives.* PRO TIP: Develop digital experiences where fans willingly share data in exchange for unique perks (e.g., exclusive early access, and customized rewards).* The future isn’t about "fan loyalty" but fan identity tracking—understanding behaviours, preferences, and engagement across platforms. Build persistent digital identities (wallet-based or tokenized) where a fan’s engagement history follows them across platforms.* PRO TIP: Track engagement patterns (e.g., app usage, in-stadium check-ins, digital purchases) to personalize future offers.* The Cleveland Cavaliers' fan wallet system increased partner grocery store sales by double-digit percentages by shifting fan spending habits. Leverage data-driven loyalty ecosystems that reward fans not just for spending with the team but with partner brands.* PRO TIP: Instead of generic discounts offer rewards tied to emotional moments—such as premium game experiences, access to exclusive gear, or VIP content.* Platforms like Meta owns the audience, not the brand. Engagement on Instagram or TikTok means nothing if brands don’t capture direct data. Brands need to shift efforts from social media vanity metrics to first-party data collection through direct-to-fan channels.* PRO TIP: Use QR codes, in-stadium activations, or gamified content that drives fans to owned platforms (e.g., team apps, digital wallets).* The winning fan engagement model is open-loop, not closed-loop. This means rewards, identity, and experiences should work across multiple ecosystems. Move toward an interoperable ecosystem where a fan’s engagement in one place unlocks perks elsewhere.* PRO TIP: Collaborate with sponsors and leagues to create a unified fan wallet where brands share, rather than silo, consumer engagement data.* Marketers are demanding more ROI from sponsorships. Sponsors want more than just logo exposure; they want data-driven attribution. Build sponsorship assets that measure impact beyond impressions—such as engagement-based rewards or real-time participation analytics.* PRO TIP: Use direct-to-wallet marketing instead of email spam—personalized offers will drive conversion rates exponentially higher.Web3 is a “HOW”, not a “Why.”The adoption curve is already underway—120M+ active blockchain wallets exist today, and digital-first consumers are shifting to seamless, owned experiences.Tune in to dive deeper into Web3 fandom strategy.That’s all for now.Marc & Team🚀 Work With 51: Scale Your Web3 x AI Corporate AdoptionOur industry OGs, vast network, research team & 70k+ B2B audience help you:* Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.* Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️“The hype around Web3 gaming really outpaced the product delivery. Many teams prioritized token launches over actually building fun games. Games are actually B2C products. It has to be fun. It’s not necessarily about tokens and being able to earn in games.”We sat down with Anton Umnov, Founder and CEO of Helika, to discuss the future of Web3 gaming, AI, and the rise of Telegram as a gaming powerhouse.With over 15 years of experience in data analytics across fintech and crypto, Anton built Helika, a leading Web3 gaming analytics platform. On the role of social gaming & mini-apps, Anton said:“The biggest Web3 games will emerge from mini-app ecosystems like Telegram, TikTok, and Line—not traditional app stores.”Here’s what we’ve covered:* Evolution of Web3 gaming: In the last cycle, many Web3 games rushed to launch tokens instead of building actual gameplay. Now, the focus has shifted to creating engaging, player-first experiences that can compete with traditional games. The industry is learning that fun must come before financial incentives.* Telegram is the new gaming powerhouse: With 1B+ users, Telegram’s mini-apps are becoming the fastest, lowest-cost way to scale Web3 games. These games benefit from frictionless onboarding, viral sharing mechanics, and built-in social engagement, making Telegram a low-cost, high-growth alternative to traditional app stores.* AI in game development: AI is shortening development cycles from 3-5 years to just 12-18 months by automating in-game economy balancing, NPC behaviors, and real-time A/B testing. AI-powered agents will adjust difficulty, create personalized experiences, and enhance monetization strategies dynamically.And much more.The future of gaming is a fusion of AI, Web3, and social-driven distribution models. Games won’t just be played—they’ll be owned, evolved, and monetized in real-time.🚨 Mark your calendars: On February 6th 12:00PM EST we’ll host a panel on: * How The Cleveland Cavaliers (NBA) increased member spend with sponsors by 40%, generated 1M+ loyalty transactions in just two months with millions in additional revenue. * How Karate Kombat built a global sports league with millions of fans bey turning their marketing budget into direct incentives for fans, pioneering a model that every sports club (and brand!) can adopt. With top-tier speakers: * Robert Bryan (Founder Karate Kombat)* Michael Chock (Chief Strategy Officer, Smart Media Technologies),* Mark Epps (Director Comms & Web3, ATP Tour)* John Timoney-Gomez(Co-Founder Uptop)Attendees we’ll receive early-bird access to our biggest report yet on fan engagement across sport & entertainment with Web3 tech.🚨 Secure your spot & report below, spots are limited! 👇Key Take-Aways for Brand Leaders* Web3 gaming is maturing: Web3 gaming over-promised and under-delivered in the last bull cycle. Brands and investors should bet on game studios prioritizing engagement over speculation—the next 12-24 months will be crucial.* PRO TIP: Track Telegram mini-app adoption as an early indicator of Web3 gaming’s next breakout successes.* Adopt AI and optimise: Traditional AAA games take 3-5 years to build. AI and blockchain infrastructure are cutting this down to 12-18 months by automating game balancing, NPC behavior, and A/B testing. * PRO TIP: Studios should integrate AI-driven procedural generation and real-time player analytics to accelerate development and optimize monetization.* Telegram as the App Store of Web3 games: Telegram has 1B+ users, and Web3 gaming is taking off through its mini-app ecosystem. First-gen Telegram games (Notcoin, Katiz) proved the model—now, mid-core+ games are launching. Web3 game developers and brands should prioritize Telegram mini-apps—they offer the fastest user onboarding and lowest marketing costs.* PRO TIP: Use Telegram-native viral mechanics (stickers, social sharing, tokenized rewards) to bootstrap adoption at near-zero cost.* Web3 Gaming = Fintech in disguise: Web3 games are embedding staking, lending, and DeFi mechanics inside gameplay. This creates sticky user engagement and makes gaming wallets a financial hub beyond just in-game purchases.* PRO TIP: Brands should treat Web3 gaming as an entry point into next-gen fintech—gaming wallets could become the Venmo of Gen Z.* Move beyond US: Korea has higher crypto adoption than the U.S., and major studios there are already integrating blockchain. MENA (Middle East & North Africa) governments are creating regulatory sandboxes to attract Web3 game developers. Studios should localize incentives for Asian & MENA audiences—financialization matters more to these markets than to Western gamers.* Community co-creation: Unlike traditional gaming, where AAA studios build in stealth, Web3 games require constant player feedback and iteration. Successful Web3 games treat early adopters as stakeholders, not just customers.* PRO TIP: Game studios should launch early betas, use Discord/Telegram for real-time community feedback, and adapt mechanics in response to user behavior.The future is AI + Web3 + Social Virality → where games evolve in real time, monetization is adaptive, and global adoption scales through messaging apps, not app stores.Tune in to dive deeper into Anton’s Web3 gaming strategy.That’s all for now.Marc & Team This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️"Blockchain is not a magic wand you plug in. It requires a mindset change—it’s a paradigm that demands adaptation to decentralisation for it to work effectively."We sat down with Pedro Lopez-Belmonte Eraso, Web3 & tech innovation expert, to discuss use-cases of Web3 technology in the luxury sector. With 11+ years of experience in the luxury industry including building Richemont Group’s blockchain tech strategy for the past 6 years, Pedro explained why blockchain is not just a technology but a paradigm shift.Richemont is a Switzerland-based luxury goods holding company with operations into three main divisions: jewelry maisons, watches, and fashion and accessories. In 2021, its maison Cartier partnered with LVMH, and Prada to launch Aura Blockchain Consortium for luxury brands. The platform uses blockchain to ensure transparency, traceability, and proof of authenticity for consumers.On Digital Product Passports, Pedro said:"Digital passports are one of the most relevant blockchain use cases. They will enable interactions with third-party services, such as reselling, recycling, and insurance, at minimal cost."Here’s what we’ve covered:* DPPs: Luxury watches with digital passports can increase resale value by up to 30% while strengthening customer loyalty.* Embrace Ecosystems: Instead of building proprietary blockchain solutions, plug into established ecosystems like Ethereum or Polygon to reduce costs and unlock scalability.* Educate Your Team: Schedule quarterly workshops to ensure leadership understands blockchain’s potential beyond NFTs.And much more.The luxury sector is still at the beginning of its blockchain journey. Blockchain isn’t just about technology—it’s about a mindset shift. To succeed, brands must adapt to decentralization and adopt standards that allow interoperability. While some companies chase trends, the most successful brands focus on utility, customer empowerment, and long-term value creation.Here’s how you can stay ahead.Key Take-Aways for Brand Leaders* Shift to Utility: The future of blockchain lies in digital passports, loyalty programs, and pre-owned marketplaces—not collectibles. By 2025, shift 50% of your blockchain projects from collectibles to utility-based applications.* PRO TIP: Measure success with metrics like retention rate and engagement frequency, not speculative sales.* Embrace Ecosystems Over Proprietary Systems: Blockchain ecosystems (e.g., Polygon, Ethereum) offer scalability and cost-efficiency by integrating third-party services like recycling and resale. Partner with 3-5 ecosystem players within 12 months to test interoperable use cases.* PRO TIP: Use plug-and-play platforms to accelerate implementation while maintaining control.* Digital Product Passports: Digital passports enhance lifecycle tracking, resale value, and personalization. Done right, they can boost resale value by up to 30%.* PRO TIP: Pair passports with an interactive app for customers to track repairs, upgrades, or ownership history.* Build a Scalable Program: Blockchain records every product interaction, enabling deeper customer relationships. Create an NFT-based loyalty program where customers earn rewards for product usage or participation in events.* PRO TIP: Automate rewards through smart contracts, cutting program management costs by 20-30%.* Avoid NFT Mistakes: Porsche’s NFT project failed due to poor value delivery, while IWC’s Diamond Hand Club succeeded by airdropping free tokens and building community value. Avoid upfront charges for NFTs. Start with free airdrops and focus on exclusive benefits like VIP events.* PRO TIP: Use token-gated experiences to engage loyal customers.* Data Potential with Blockchain: Blockchain offers high-quality, privacy-focused data collection. Brands can offer 10-20% discounts or perks to incentivize customers to share behavioural data securely.* PRO TIP: Build a blockchain-based data dashboard to monitor customer trends while ensuring compliance.Blockchain isn’t just technology. If applied correctly, it can redefine customer relationships. Leaders who embrace ecosystems, focus on utility, and adapt their mindset will unlock opportunities others can’t see.As Pedro Lopez-Bajmonte said:“Blockchain is not a tool; it’s a paradigm shift. Brands need to give up some control to gain transparency, trust, and scalability.”Tune in to dive deeper into Pedro’s Web3 strategy.That’s all for now.Thanks,Marc & Team▶️Top Podcasts:Find our other podcasts here:* Spotify* Apple Podcasts* Youtube⚡️ Work With Us & Reach 50k+ Corporate LeadersOur industry OGs, vast network, research team & 50k+ B2B audience help you:* Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.* Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️"We learned the hard way: keep things simple. Overcomplicating propositions alienates fans. When we stripped it back this year, we smashed our targets."We sat down with Mark Epps, Director of Communications and Web3 at ATP Tour, who shared insights into the organization’s Web3 journey, the successes of its recent Momentum Drop activation, and its vision for the future of fan engagement.In November 2024, the ATP Tour launched Momentum, offering fans 15 free, match-specific digital collectibles at the ATP Finals. These data-driven NFTs use match metrics to visualize player momentum, blending storytelling with fan engagement—no crypto jargon, just exclusive digital experiences.Tennis has 1B fans, yet fewer than 1% attend events each year. The rest are intermediated by broadcasters or social media platforms. The result?* Limited fan data: ATP struggles to understand fan preferences and behaviors.* Missed sponsor opportunities: Without direct relationships, sponsors lack effective ways to connect with fans.Momentum Drop—the ATP’s latest Web3 activation—addresses these challenges.In November 2024, the ATP Tour launched Momentum at the ATP Finals in Turin. The activation offered fans 15 match-specific digital collectibles, visualizing player momentum using match data.* No crypto jargon: The experience was Web3-powered but it felt familiar and simple to use.* Time-sensitive claims: Fans had just 24 hours to collect each item, creating urgency and retention.Results That Speak Volumes: Momentum Drop shattered expectations.* 75K participants: Far exceeding expectations for sign-ups.* 10 collectibles claimed per fan (on average): Fans returned five times during the event, demonstrating high retention.* 25K fans claimed all 15 items: A testament to the stickiness of the experience.* 87% opt-in rate for marketing: Over 65K fans opted into ATP communications—proof of deep engagement."The numbers blew our minds," said Epps. "It was proof that tennis has a passionate cohort of fans who want their engagement recognized and rewarded."Here’s what we’ve covered:* Scarcity drives action: Fans respond to time-limited, high-value activations.* Simplicity scales: Overcomplication derails adoption—strip experiences down to the essentials.* Build for sponsors: Sponsors demand measurable ROI. Web3 creates new opportunities for granular insights and high-value engagements.* Centralize the fan journey: Unify touchpoints (e.g., ticketing, merch, social) to enhance personalization and lifetime value.* Proof matters: Use early wins to validate hypotheses and secure internal buy-in for long-term projects.And much more.AI Mastery: Your Business Can't WaitTired of AI investments that don't deliver? Stop wasting time - and start generating immediate ROI with AI. "The AI Process Playbook for Business" shows you how to transform your operations with battle-tested frameworks and practical generative AI workflows. From first prompt to full implementation, fast-track your AI advantage today.On why Web3 isn't overhyped, Mark said:"It's tough to say it’s overhyped when we haven’t seen that many sticky and sustainable use cases yet. For us, Web3 is a pragmatic tool to solve a clear business problem—not about dropping random NFT collections to extract value from audiences."Key Take-Aways for Brand Leaders* Unlock billions of fans globally: Traditional engagement relies on intermediaries (e.g., social media, broadcasters), limiting direct relationships and monetization. Build direct-to-fan platforms that collect meaningful fan data while reducing dependency on third-party platforms.* PRO TIP: Start with a Fan ID system—a decentralized digital identity that follows fans across interactions (e.g., ticketing, merch, digital activations).* Experimentation yields growth: Success requires iteration. Early wins build credibility, while “failures” provide data to refine future activations. Adopt a test-and-learn mindset—validate concepts through small pilots, then scale once KPIs align.* PRO TIP: Simplicity is non-negotiable. Keep experiences frictionless, especially when introducing new tech.* Retention wins through gamification: Fans engage more deeply when there’s scarcity and a clear incentive to return. Use scarcity and completion-based rewards to drive repeat engagement.* PRO TIP: Design collectible systems that reward consistency—think streak bonuses or milestone achievements.* Data-driven fan engagement: Personalized rewards and engagement strategies increase loyalty and lifetime value. Leverage blockchain to build fan profiles based on on-chain activity. Reward loyalty with tokenized benefits or exclusive access.* PRO TIP: Use token-gated activations (e.g., premium merch drops, sponsor perks) to deepen connections with superfans.* Scaling through iteration: A single, centralized engagement platform builds consistency across events while creating scalable systems. Identify fragmented fan ecosystems within your brand and integrate them under a single platform.* PRO TIP: Partner with scalable blockchain solutions that offer speed, cost-efficiency, and high-volume transaction support.ATP’s approach shows how Web3 is more than a tech trend—it’s a strategic enabler for deeper fan connections, actionable data, and scalable engagement models.What’s NextATP plans to scale Momentum Drop across its year-long tour calendar, creating a Fan ID system that unifies engagement across platforms—from tickets to merchandise.The takeaway? Web3 isn’t just hype. For ATP, it’s solving business challenges while building deeper connections with fans and sponsors alike.Tune in to dive deeper into ATP’s Web3 strategy.That’s all for now.Thanks,Marc & Team▶️Top Podcasts:Find our other podcasts here:* Spotify* Apple Podcasts* Youtube⚡️ Work With Us & Reach 50k+ Corporate LeadersOur industry OGs, vast network, research team & 50k+ B2B audience help you:* Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.* Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Hi, it’s Marc. ✌️“NFTs are like bricks—just because the hype settles doesn’t mean they won’t build the next great structures.”We sat down with Tareq Nazlawy, Co-founder and CEO at Trace, to explore how sports teams, brands, and leagues can turn cultural capital into measurable value. With a career spanning Adidas, Science Magic Studios, and now Trace, Tarek brings a unique perspective to the intersection of culture, commerce, and technology. Trace turns unknown sports fans into an addressable audience through time-limited digital memorabilia, creating deeper engagement. It enables IPs to gain first-party data, sponsors get targeted exposure, and fans are rewarded with recognition and exclusive experiences.Recently, Trace teamed up with the ATP Tour to launch Momentum, offering fans 15 free, match-specific digital collectibles at the ATP Finals. These data-driven NFTs use match metrics to visualize player momentum, blending storytelling with fan engagement—no crypto jargon, just exclusive digital experiences.Spoiler: Tarek believes only 0.5–1.5% of fans have a direct connection to their favorite teams. The rest? That’s the untapped potential Trace is working to capture.Here’s what we’ve covered:* Playable commerce: Gamified fan credentials like Trace’s “digital passports” boost loyalty, turn rituals into tangible rewards, and provide meaningful data for brands and sponsors.* The love-money balance: Focus on amplifying what fans already love. Tarek explains why commercializing every interaction risks corrupting authentic fan relationships.* Real metrics for sponsorships: With sponsors investing $100B annually in sports, providing measurable ROI through fan-level data is no longer optional.And much more. Ready to move from AI spectator to leader? "The AI Process Playbook for Business" delivers battle-tested frameworks to transform your operations with generative AI. Written for busy executives, this practical guide fast-tracks your journey from basic prompts to high ROI sophisticated AI workflows. Master AI before your competitors do.On fan engagement, Tareq said:“Focus on feeding obsessions, not creating new ones. Fans already love something—your job is to amplify it.”Key Take-Aways* Build Direct Fan Connections: 99% of fans remain anonymous to teams and sponsors. Brands can grow direct engagement to 5–15% by using tools like digital memorabilia. A “fan passport” model recognizes and rewards loyalty through collectible markers of engagement, creating status tiers.* PRO TIP: Offer fans exclusive “fan passports” or collectibles to capture email opt-ins and boost engagement.* Enable Scarcity-Driven Commerce: Limited-edition digital and physical memorabilia can trigger scarcity-driven buying behavior, mirroring hype models in sneaker culture.* PRO TIP: Pair digital assets with exclusive physical merchandise to bridge the digital and physical experience seamlessly.* Lead with Emotional Value: Emotional resonance, not financialization, sustains fandom. Fans cherish moments and recognition more than monetary rewards.* PRO TIP: Design digital assets to evoke nostalgia and shared experience rather than focusing solely on resale value.*  Monetize Passion: Fans' emotional investment leads to higher spending on tickets, merchandise, and subscriptions when nurtured properly.* PRO TIP: Develop integrated ecosystems where fans can spend directly within your platform, eliminating third-party intermediaries (e.g., broadcasters or social media platforms).* Gamify the Fan Experience: Fans need consistent incentives to stay engaged. Time-limited rewards, like Trace’s “event tokens,” drive participation and excitement.* PRO TIP: Launch pre-event gamified campaigns to bring fans back to your platform multiple times a week.Tune in to the podcast to learn more about monetization of fandom without losing authenticity.That’s all for now.Thanks,Marc & Team▶️Top Podcasts:Find our other podcasts here:* Spotify* Apple Podcasts* Youtube⚡️ Work With Us & Reach 50k+ Corporate LeadersOur industry OGs, vast network, research team & 50k+ B2B audience help you:* Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.* Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

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▶️Top Podcasts:Find our other podcasts here:* Spotify* Apple Podcasts* Youtube⚡️ Amplify Your GrowthBuilding a Web3 business OR looking to innovate with Web3 tools? FiftyOne Labs  , powered by 51 Insights is your unfair advantage. We combine what and who we know to help you win:* Capturing market & mind share with our 50k+ b2b audience* Shape your narrative & create qualified opportunities* Developing a go-to-market and growth strategy* Increase outbound conversion rates This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Marc sat down with Stephen Messer, internet entrepreneur, inventor and investor, and founder of Collective[i], to explore how artificial intelligence is transforming corporates. Collective[i] is a AI pioneer, using AI-driven economic models to provide businesses with predictive insights and real-time decision-making tools. Before founding Collective[i] in 2008, Messer built and sold LinkShare, one of the world's largest affiliate marketing companies. His vision was shaped by watching AI evolve from simple expert systems to today's sophisticated neural networks. Key Insights ⛓️‍💥1. The Three-Layer AI StackMesser presents a compelling framework for understanding AI development:* Commodity Models: Language, image, and audio models trained on public data* Commodity + Complexity Models: Domain-specific models requiring expert knowledge (e.g., protein folding)* Proprietary Data Models: Models trained on private business data to generate unique insights👉 This taxonomy helps executives understand where sustainable competitive advantages might actually exist in AI.2. The LLM Reality CheckMesser argues that language models will likely be commoditized, similar to how browsers became utilities. Current LLM capabilities are "tapping out" due to limited novel training data:* The real value comes from combining LLMs with domain-specific models* Pure LLM advice tends to be generic and unactionable3. Economic Foundation Models as Competitive AdvantageMesser emphasizes that the real game-changer lies in economic foundation models that track and analyze real-time business transactions. Collective[i] is pioneering this space, creating an AI that "observes" global commerce and generates actionable business insights. This includes: * Time-series awareness enables understanding of macro event impacts* Cross-company learning while maintaining privacy* Ability to make predictive decisions about inventory and routing* Integration with autonomous agents for real-time optimizationQ&A Highlights * Marc: What's the difference between training an LLM with proprietary data versus using an economic foundation model? Stephen Messer: Unlike LLMs that lack context and time sensitivity, Collective[i]’s model can factor in real-world events, like interest rate changes or geopolitical shifts, providing business-specific insights.* Marc: How are traditional providers responding to Gen AI? Stephen Messer: Everything we know is gone... When you get into AI, what you start to realize is every way we think about how the world functions changes. Because it's not about just collecting data anymore and processing it.* Marc: How does Collective[i] differ from traditional solutions like Salesforce? Stephen Messer: In the Salesforce model, every customer's data is used to only analyze themselves... We're moving away from simple machine learning, regression models, etc., to deep learning, and we're learning across the entire network of our clients.* Marc: AI Agents? Stephen Messer: AI agents will optimize supply chains, manage inventory, and respond to market changes dynamically—a vision that is feasible today, but often limited by outdated corporate infrastructures.Curated Timestamps[Early AI Experience] ~5:00* Began working in expert systems, eventually building and selling LinkShare.* Transitioned to neural networks with connections to Google Brain.💵 [Data's Value] ~12:00* Middle Eastern countries are now major investors in AI.* Funding is increasingly directed toward companies like Anthropic, OpenAI, and MidJourney.* Investment sources are shifting from venture capital to sovereign wealth funds.🔮 [Future Predictions] ~35:00* AI is expected to become an integral "family member" within the next 5 years.* Anticipated deep integration with healthcare and career management.* Focus on AI's role in preventive problem-solving.🌐 [Blockchain Integration] ~45:00* AI will play a key role in accelerating Web3 adoption.* Legacy systems will need upgrades to support new technologies.* Emphasis on ensuring data authenticity and ownership.Looking Ahead: What Business Leaders Need to Know 🔮The 5-Year View* AI will become an integral part of daily business operations* Companies will need to upgrade their technology infrastructure* Those who don't adapt risk falling behind competitorsKey Action Items* Start Training Now* Invest in AI education for your team* Focus on practical applications in your industry* Build understanding at all levels of your organization* Prepare Your Infrastructure* Review current systems for AI compatibility* Consider how blockchain might integrate with your AI strategy* Focus on data quality and security* Watch Your Competition* Monitor how others in your industry use AI* Be prepared to move quickly when opportunities arise* Don't wait for perfect solutions - start experimenting nowOur Take 🎯The most interesting thing about this interview isn't what Messer says about AI - it's what he reveals about how enterprise value will be created and destroyed in the next decade. While everyone's distracted by ChatGPT, the real revolution is happening in the boring back offices of enterprise software.Stephen Messer: "Imagine if you could actually run an economy by having an AI optimized every single day of how business is being done."That's not just a technology prediction - it's a complete reimagining of how business operates. And it's probably going to happen whether we're ready or not.The Kicker 🥁If Messer’s predictions are accurate, many companies are underestimating:* How quickly enterprise software will be disrupted* How valuable cross-company data assets will become in the future* How completely business operations will be transformedAnd we're probably overestimating:* The value of standalone LLM companies* The durability of current enterprise software* The importance of proprietary data silosThe final thought: The next trillion-dollar company might not be building a better chatbot - it might be creating the economic foundation model that runs the global economy. That’s it for today!Talk soon,– MarcFind our other podcasts here:* Spotify* Apple Podcasts* YoutubePS: Before you go, here’s how our industry OGs, vast network, research team & 50k+ B2B audience help you:* Co-publish enterprise-grade reports with us, driving traffic and boosting B2B outbound conversion rates.* Execute a multi-channel growth campaign that delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe

Today’s episode dives into consumer brands’ next frontier: Gaming. Marc sits down with Olivier Moingeon, the luxury exec turned digital innovator behind Exclusible. He gives us a front-row view of what’s working as brands deepen their engagement in virtual spaces. Why This Matters Right NowGaming’s exploding as the next major frontier for brand engagement, and Roblox is at the center for Gen Alpha and Gen Z. Here’s how brands can make the leap and actually drive revenue in this space:* Market Pulse: 80M users logging in daily, 60% over age 13, and aiming to hit 300M users by 2025.* Prime Timing: Roblox will be rolling out e-commerce integration by 2025, and early adopters are already cashing in.Key Takeaways & InsightsAudience & Engagement Metrics* Roblox boasts 80M daily active users, with 60% over age 13* Users spend more time on Roblox than any other social media* Example: The Care Bears game hit 3.6M visits in 6 weeks, with play sessions averaging 12-30 minutes (well above Roblox’s 5-minute engagement minimum)Entry Strategy Options & Costs* Three levels of entry:a) UGC items - quick, low costb) Game integrations/pop-ups - mid-tier, 2-4 week setupc) Full game builds - low six figures, 3-4 months with ~8-person team* Pro tip: Budget for 12-24 months of live operations to sustain engagementROI & Conversion Metrics* Revenue paths include:* Direct in-game purchases (30% Roblox commission)* Marketplace sales (70% Roblox commission)* Shopify integration planned for 2025* Case studies: Chipotle drove 30K store visits via in-game coupons; Beetlejuice boosted movie ticket sales with in-platform purchasing.Content Strategy Requirements* Games must launch complete—unfinished releases tank algorithmic reach* Update cadence: weekly tweaks + big updates every 6 weeks* Algorithm watches three metrics:* Engagement (visits)* Time spent (min. 5 mins)* Monetization (transactions)🎯  Actionable Guide for ExecsBased on Olivier’s Growth Playbook"Success won’t go to the biggest spenders, but to those who genuinely understand and serve the platform’s community." - Olivier Moingeon🎯 Immediate Steps:* Define clear goals (brand awareness vs. monetization)* Pick the right entry point for your brand* Set a long-term budget* Craft a strategy that’s native to the Roblox platformLong-Term Strategy:* Establish a content calendar with regular updates* Build community engagement from day one* Track cross-platform impact and refine as needed* Ensure a solid content moderation planCurated Timestamps 💡  [2:30-6:00] Evolution from NFTs to Gaming* Discussion of NFT market changes* Why brands are moving to gaming platforms* Value proposition for CMOs🎮 [6:00-11:00] Roblox Platform Specifics* Platform features: UGCs, advertising, e-commerce integration* Comparison with other platforms like Fortnite* Different entry options for brands [11:00-15:00] Game Development & Success Metrics* Discussion of game development challenges* Platform algorithm explanation* Engagement metrics and success factors🔮 [32:00-36:00] Future Outlook & Brand Strategy* 5-year outlook for brand engagement* Integration of physical and digital products* Cross-platform opportunities* Real-world conversion examplesThe TakeawayRoblox offers a unique chance for brands to build strong, gaming-native positions. Winning requires patience, resources, and a strategy that fits the platform. That's it for now.Talk soon,– MarcFind our other podcasts here:* Spotify* Apple Podcasts* YouTubePS: Before you go, here’s how 51 Insight’s 8+ years in the space, industry OGs, vast network, research team & 50k+ B2B audience helps you:* Co-publish enterprise-grade reports with us, positioning you as a thought leader and boosting B2B outbound conversion rates.* Execute multi-channel growth campaigns that drives traffic and delivers better results than anything else in Web3's consumer space. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.51insights.xyz/subscribe