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The digital playground:
Why brands must level up their game

With Gen Z and millennials (and not only them to be fair) practically glued to their screens, it’s time to face facts: the next generation of brand loyalty is happening online. But not just anywhere - a big part of it will take place inside the vast, immersive worlds of games.

Think about this: the global gaming community is on track to hit over 3 billion players this year. That’s A LOT OF PEOPLE logging in, playing, and spending in virtual spaces.

(And even if all the charts are wrong by 50% - which would be insane - that’s still 1.5 BILLION people)

With the global gaming market expected to pull around $200 billion this year, it’s way past the “fun and games” phase.

This is where cultural moments are born, where trends take flight, and, more importantly, where brands can make real connections.

We’re not talking about throwing logos on loading screens. This is about embedding a brand into a player’s story, becoming part of their digital experience. The companies that embrace this will be the ones that not only build loyalty but also define what brand interaction looks like in a world where the lines between physical and digital keep blurring.

And even if a brand does not want to “try” a gaming-based strategy, they will certainly have to step up their digital game. Maybe a new approach for loyalty programs, or perhaps new ways to set up their online shop. Or maybe something in between. Or everything I just listed. Or something that hasn’t been invented yet 😅.

The thing is: brands must look at the digital space (Web3 or not) and understand that it’s only going to get bigger - and they must decide whether they want to be part of it or not.

A few editions ago, in #54, I wrote a whole segment called “Adapting to new demands: The importance of Gamified Experiences for brands”. In case you haven’t read it yet, I recommend you check it out before jumping into the cool examples we brought up today of HUGE brands stepping into the Web3/digital space.

Oh, by the way: Edition #54 is named “Gamification - Still a long way to go” and yes, there’s a lot of work to be done - but I’d rather be between the pioneers.

LFG!

Spotlight 1:
Puma + UNKJD Soccer

If you have been following Puma’s journey within the Web3 space, you know they’ve been “here” for a while.

And their latest move? Partnering with the Web3 mobile game UNKJD Soccer to bring Puma-licensed content to a whole new audience.

Different from a regular sponsorship deal, this feels more like Puma embracing the space, blending fashion and gaming in a way that feels authentic to its DNA.

Through this partnership, UNKJD Soccer players get access to exclusive Puma-based characters. These avatars come with new skins and skills that can change the game. Whether you’re into football (the correct name for “soccer” 😆) or more strategic RPG-style play, these Puma characters add a level of depth to gameplay that goes beyond aesthetics.

As I said at the beginning, Puma’s been no stranger to Web3 - remember their Black Station experience? That 3D space offered Puma Pass holders exclusive access to product drops and gave fans a first taste of Puma's future in the metaverse. Now, with this UNKJD partnership, they’re taking things even further, proving that Web3 is indeed part of the company’s strategy (how big of a part I have no idea).

By leveraging once again Web3 tech/opportunities, Puma is turning the dial on fan engagement, offering a dynamic mix of style, sport, and gaming.

And from a broader perspective, it’s a very important move for the whole space, as we see another global brand expanding its presence in this new environment - which certainly helps bring “mainstream” attention.

As UNKJD Studios’ GM said, “Major brands like Puma recognize that Web3 is not just the future - it’s already here” - and we’ll see a few others in this edition.

Spotlight 2:
NFL + Roblox = NFL Universe Football

Talk about a BIG name!

The NFL - the world’s most valuable sports league - has been steadily exploring new digital territories, and their latest collaboration with Voldex for NFL Universe Football on Roblox brings this to another level.

This partnership reimagines Ultimate Football - a popular Voldex game - into an experience that brings the full NFL brand into Roblox’s massive universe of 79.5 million daily active users. It’s a step beyond standard gameplay, providing a more immersive, NFL-branded space for fans to engage.

All 32 NFL teams/franchises, along with their official uniforms, are included, giving fans the opportunity to rep their favorite teams and feel like they’re on the field.
NFL Universe Football allows users to participate in in-game events and challenges that mirror real-life NFL matchups, adding an authentic sports layer to the fun and chaos of Roblox.

This is also a continuation of the NFL's efforts to maintain a strong presence in Roblox, following earlier collaborations since 2022. By pairing up with Voldex, the National Football League brings together its brand prestige and Voldex’s expertise in creating engaging, community-driven gameplay experiences.

“Oh, but do Roblox users want to engage with football-related content?” - It looks like a mismatch”

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For the NFL, this partnership is clearly about fan engagement. By integrating NFL content into Roblox, they’re not just reaching traditional football fans but introducing the sport to a younger, highly engaged audience that thrives on interactive, customizable experiences.
Players can unlock and earn NFL-branded items, giving them more personalized ways to show off their team pride and foster deeper connections with the league.

So yes, another GIANT stepping into the digital space. And according to the NFL’s official page, “Fans can look forward to regular updates, special events, and exclusive content that will enhance their gaming experience and keep them engaged throughout the NFL season”.

Spotlight 3:
Forbes Web3 + qiibee Foundation: Elevating loyalty through blockchain

Forbes Web3 is taking loyalty programs to the next level by teaming up with the qiibee Foundation - they’re launching a blockchain-powered loyalty platform that’s set to change how brands and Web3 communities interact.

The collaboration brings expertise in token-based loyalty programs, laying the foundation for a more customizable and engaging system. The platform will offer a variety of rewards, ranging from gift cards to major retailers like Amazon and Apple to opportunities for charitable giving and even earning airline miles.

It seems they are aiming for ways to enhance user experiences in ways that feel more meaningful and relevant to today’s consumers.

The partnership with qiibee highlights Forbes Web3’s focus on innovation and community, as qiibee’s blockchain technology provides the infrastructure for a seamless and secure way for users to earn, track, and redeem points across a growing ecosystem of partners.

As part of this new era of digital loyalty, Forbes Legacy Pass holders will also receive priority rewards and special access to events, adding yet another layer to Forbes Web3’s engagement strategy.

Considering Forbes’ relevance, this partnership has the potential to help push Web3-based loyalty programs, and the platform’s (potential) success could inspire other brands to follow them.

By the way, if loyalty programs is something that grabs your attention, I recommend you check our editions #10 and #23.

See you soon.

#LFGrow
Diego Borgo