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Let’s kick things off by continuing our exploring into a topic we tackled in Edition #58 (and not only) - Web3 and gaming are changing brands’ strategies.

If there’s one takeaway from last week’s edition, it’s that both Web3 and gaming are FAR from niche trends; they’ve become fundamental parts of the digital experience for consumers and businesses alike. Brands that want to stay relevant are realizing this and jumping in headfirst. But the conversation doesn't end here.

No, it’s not (just) about customer loyalty programs or NFTs anymore. It’s about changing how brands engage with audiences, build immersive experiences, and create long-term value through gaming ecosystems. From traditional sports giants to tech innovators, everyone’s getting involved.

Why is this such a big deal? These digital environments are where communities are being built and where people spend a lot of their time, and brands want in on the action.

LFG!

Olympic (video) Games:
IOC Steps into the esports arena

In a very interesting move, the International Olympic Committee (IOC) has officially announced the creation of the Olympic Esports Games, with the inaugural event set for 2025 in Saudi Arabia.

And let’s be honest, it’s not every day we see a 129-year-old institution like the IOC stepping into such “uncharted” territory - but here we are, with gaming stepping onto one of the biggest stages in global sports.

This partnership with Saudi Arabia's National Olympic Committee is massive. It’s not just about tapping into Saudi’s esports expertise - it’s about meeting the moment. Saudi Arabia’s Vision 2030 has already turned the Kingdom into a global sports hub, hosting over 100 international events in everything from motorsports to football.

The Olympic Esports Games won’t just be a “side event”; it’s being given its own stage, entirely separate from the traditional Olympic Games.

This tells us that esports is now viewed as a legitimate, standalone force in the sports world. The game titles are yet to be announced, but regardless the names, it’s a great moment for the industry as a whole.

So, why should brands care about this?

Well, despite the obvious sponsorship opportunities for brands already involved with gaming, the Olympic Esports Games will bring gaming into homes that may never have tuned into an esports tournament before.

Potentially, this can be a gateway to a global audience that might’ve seen gaming as something niche, or just for kids. Now, gaming is going Olympic - and that elevates its mainstream appeal to an entirely new level.

The stage is set for a new kind of Olympic hero, one who excels not on a physical track, but in a digital arena. The door is wide open for brands to engage with a whole new crowd of fans, gamers, and future esports champions.

But let me hear your opinion:

Game On:
How Tech and Gaming are powering the future

The IOC’s decision, alongside the other examples we’ve explored, signals a shift in how companies and entities are connecting with people especially through games and Web3.

As mentioned in our previous edition, “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”.

According to PwC, the video game industry is expected to reach a market size of around $312 billion by 2027, so as a brand, it just makes sense to “be there”, where these younger generations of clients are.

And what’s pushing this massive surge? Among other things, tech and gaming innovations are transforming how we play, monetize, and engage, so let’s dive into the key trends fueling this momentum.

The “OG” gaming platforms like consoles and PCs are still driving the charge. Sure, game streaming and extended reality (XR) have evolved A LOT (see edition #22 for more information on XR), but the average player is still spending their cash and time on more traditional setups. The lesson here? Innovation’s awesome, but it’s often the familiar that keeps us hooked.

And of course, can’t ignore mobile. Game devs are starting to balance more relevant ads and purchase offers, aiming for better user experiences and higher revenue per player. It’s all about finding that sweet spot where players stay happy and spending.

Speaking of monetization, the gaming world still has a lot of untapped potential. Despite its enormous market size, there’s room for growth. Publishers are turning to new strategies like opt-in ads and in-game advertising that feel more like gameplay than interruption (and there’s an intense debate around this).

And as we’ve seen in past editions, that’s where Web3 can bring new options, as it offers new possibilities for both players (ownership via NFTs for instance) and companies (including new revenue streams).

Web2 → Web3

I know that there’s the whole “gamers don’t want/need Web3” debate.

Well, the fact is that many traditional video game companies have - in different ways - entered Web3.

According to CoinGecko, “29 out of 40, or 72.5% of the top video game companies by market cap, have ventured into web3 to varying extents”.

Of course, there’s the argument that we are yet to see a successful mainstream title that leverages Web3 - but the truth is that more and more companies are expanding their presence in this new space, and as I always say, if you are a professional looking for a change, this might be the perfect moment.

Spotlight: Mmerch
Where Fashion, NFTs, and AI meet

In this world where fashion and technology are constantly merging (and I love that), Mmerch brings some cool innovations to the table.

Since last week (and way before that to be honest) we’ve been talking about the fact that people are spending more and more time within digital spaces - so it just makes sense to combine something very “traditional” (clothing/fashion) with some of the coolest things Web3 can offer.

Founded by Colby Mugrabi, the Web3 “neo couture” brand is redefining what it means to blend luxury fashion, generative AI, and blockchain technology. Their latest drop, a collection of one-of-one hoodies, brings these elements together in a bold statement that challenges the conventions of traditional fashion houses.

(And for everyone that has been following my content for a while: you know that the “Fashion meets Web3” conversation is one of my favorite topics 🙂)

Each hoodie in the Mmerch collection comes with a digital identity, thanks to its pairing with an NFT. On top of that, they’re algorithmically generated, inspired by the rarest Cryptopunk #8348, and decorated with Swarovski crystals.

But it’s not just the design that stands out. The concept of ownership is elevated here - buyers don’t just get a physical hoodie, they also receive digital artwork created by AI artist Claire Silver, blending the worlds of fashion, art, and technology in a truly innovative way.

When it comes to fashion, people love exclusivity, so Mmerch uses NFC-chipped logos, giving each piece a unique digital footprint that comes with perks beyond the garment itself. Owners can access special events, like the Mmerch speaker series, further enhancing the experience beyond just fashion.

As this second collection rolls out, we have the chance to witness another very exciting way to leverage the power of generative AI, NFTs, and on-demand manufacturing.

And if fashion+Web3 is a combination that gets your attention, check out our editions #12, #25, and #45.

Now, imagine this idea adapted to different situations: jerseys, exclusive collections, rewards for players/customers/collectors… Or don’t just imagine; build!

LFG!

See you soon.

#LFGrow
Diego Borgo