Licensing World

Licensing trends: The increasing popularity of NFT

How brand can use this as a licensing opportunity
20211209_Header.jpg

There are three general classifications of NFT types:

  • An original or a copy of a work that is documented using blockchain or a DLT (Distributed ledger technology). 
  • Digital NFTs give ownership rights to the asset that the NFT consists of.
  • NFT metadata provides a representation of ownership rights to metadata files related to the Internet.

Because of their blockchain technology, NFTs are unique and cannot be returned, replaced, or have their assets divided, making NFTs a valuable asset for marketers that can be easily bought, sold, and managed.

What do NFT's Provide for Businesses?

Businesses can create revenue by charging fees for creating and maintaining an inventory database that acts as an exchange. This has led to launching limited edition products aimed at merchandising opportunities while having brand loyalty and meeting consumers' needs. The main goal of your business when creating NFTs is to ensure it has created an ecosystem for users to benefit from your NFTs.

NFTs offer several benefits over traditional forms of licensing, including having control over the use of their asset, tracking royalties on a lower cost base, and simplified payment terms across multiple territories. These and other positives are based around transparency via the blockchain technology that powers NFTs and increases their popularity among users. Brands can access a wider audience, who can purchase items they have created without having an exclusivity contract. As the NFT market continues to move forward, so will the benefits of utilizing this technology for business reasons.

What kind of NFTs are out there?

In 2021's first half, the sales of NFTs were estimated to be between 1.3 billion and 2.4 billion, depending on the data you view. This is because NFTs can take many forms and be used by several businesses, here are some examples:

  • Event tickets
  • Video Games
  • Collectible items
  • Pieces of art
  • Real assets
  • Memes
  • Videos
  • Music and Media
  • Virtual items

For those looking for an example of how a business can leverage NFTs through outside-the-box thinking, you can look at digital games. In video games, players have often been able to find rare or unique items which define them as a player. Developers wanted to reward players for playing their games by giving them things that would tell others about their accomplishments within the game world. Even though this was already happening before blockchain technology existed, these items were usually just static images with no real value beyond bragging rights. With blockchain technology, however, developers can now create limited edition items that have real value outside of the game and can be used within other games. 

What NFTs should your business create?

To best decide what NFTs your business should create, you should look at ways to interact uniquely with current and prospective customers by creating NFTs. Giving a business fun and engaging ways to market its brand through NFTs allows users to be part of this licensing opportunity. Customers receive tokens by buying them, earning them, or through other means- leading customers to engage further with a brand. In addition to the rarity of NFTs, the tokens can enhance digital experiences and be seen as investments to customers.

In terms of increasing engagement, it seems logical that businesses would consider utilizing blockchain technology for this purpose. The ability to develop and update items means brands can adapt them throughout their lifespan. So, for example, if a product isn't performing well after six months' launch time, it could be changed by adding new features, altering aesthetics, or offering exclusive editions. And because users can be rewarded for engaging with these updates, they also have a financial incentive to stay loyal.

The simple idea behind NFT technology is that it provides intelligent contracts which work as a digital representation of an asset. These assets could be anything from a traditional physical item to something more abstract - such as a share in a company or an individual's data. Your business can utilize the power of NFTs as a licensing opportunity and a way to creatively connect with customers while increasing your business's reach and overall profits. 

Info

Licensing Magazine

The trade magazine is the Licensing media partner of the Spielwarenmesse and expert for the Asian licensing market.

You can find further information on licenses, brands and merchandising here. 

Already subscribed to our newsletter?

Expert knowledge, the newest trends and latest developments of the industry. Stay well-informed with the monthly visitor newsletter of Spielwarenmesse.