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GM 🤙 

One thing I’ve been emphasizing for a while now is this: Web3 doesn’t have to be complicated.

Sure, there are some technical terms and blockchain jargon that can feel overwhelming at first, but when you dig a little deeper, you’ll find that many of the solutions, projects, and products out there are quite simple.

We’re seeing more initiatives pop up that aim to simplify the experience, removing the barriers that have long made Web3 seem intimidating to the everyday user.

Thankfully, the space is evolving, with many players focusing on creating intuitive interfaces and seamless integrations - or simply not overcomplicating stuff that already has some complexity in it —> From solutions for crypto wallets to user-friendly online experiences, the goal is clear: make Web3 a space where everyone feels welcome, no matter their technical expertise.

In today's edition, we’re diving into some standout examples of simplicity within the Web3 ecosystem. Through different perspectives, they prove that Web3 doesn’t need to be a labyrinth of complexity. Instead, with the right approach, it can be as simple and straightforward as using any other digital tool or service we’re already familiar with.

LFG!

Pink Beanie in the wild:
Thoughts on AI and Metaverse

And since we are speaking of getting Web3 closer to the masses, I want to start by saying that I am super grateful to the team at Marketing Review St.Gallen for giving me the platform to share my thoughts on "Marketing Review University of St.Gallen – Artificial Intelligence and Metaverse: The Next Frontier In Retailing".

(Click here if want to read more about this report)

10 or 15 years ago most people couldn’t even imagine how big e-commerce would become - and nowadays, buying products and services online is only a few clicks away for many people.

Now, google how AI videos and images looked 12-18 months ago and compare them to what we have now - it is just natural to see AI and Metaverse as the next steps in the retail journey. It’s not hard to understand why it’s important to position yourself (either as a brand or as a professional) for what’s coming.

In this report, we explored:

• AI and the Metaverse – Their role in enhancing customer experiences and blending physical with digital worlds.

• The Blockchain Dilemma – Why focusing solely on the data layer limits the potential of Web3 and what brands need to consider instead.

• Strategic 2024 Recommendations – How brands can leverage these technologies to create real, value-driven experiences.

And as we have discussed a few times in past editions of The Wild West of Web3, Web3 is not (only) about degens on Twitter waiting for the next pump and dump or NFT cartoons.

Web3 is the evolution of the internet.

And - again - that doesn’t mean it has to be super complex. So let’s jump into what’s going on.

👊 

PayPal and Venmo:
Simplifying crypto with ENS integration

“Ok, so I have to send 0.1 ETH to John, right?”
“Yes, and his address is 0xfc9854e6B3688776E065B01f28A0E2a12188083GXXX”

Sure, you can copy+paste, but in general, the whole experience around sending or receiving funds using crypto wallets is far from being user-friendly.

The interface (and the address) looks super complex and there’s more room for typos - which can lead to lost funds.

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Thankfully, when it comes to simplifying the Web3 space, PayPal and Venmo’s move is a game-changer.

Integrating Ethereum Name Service (ENS) into their platforms is a strong signal of how mainstream brands can streamline otherwise complex processes, making blockchain more accessible to the average user.

In short: With ENS, users no longer need to memorize long, complicated wallet addresses (like the one I shared above); instead, they can rely on human-readable names like “iLovePinkBeanie.eth.” This is the type of innovation that truly has the potential to push Web3 further into everyday use.

So, how does it work? With this feature, users can transfer cryptocurrency by simply entering an ENS name instead of a typical blockchain address. The platform then links the ENS name to the appropriate wallet address, reducing the chance of errors and ensuring smooth transactions. It strips away an important technical barrier and makes the experience as user-friendly as possible.

In other words, the user ends up dealing with a much less complicated version of the wallet they want to send funds to → the wallet is still linked to a “regular” (0xfc9854e6…) address, but that happens in the background.

(Yes, I’m super simplifying here).

On top of that, PayPal and Venmo have added a feature that makes things even easier - the Address Book. This feature lets users save frequently used addresses, including ENS names, for future transfers → Imagine the convenience of recalling wallet addresses just like saving a contact's email.

In ENS’ words:

If you ask me, I see this as a big win for Web3 adoption. The integration between ENS and these major payment platforms is all about inclusivity and ease of use. It shows that moving into the Web3 space doesn’t have to be overly technical.

A few weeks ago I posted a quick video about this - click here to check it out.

Starbucks and Roblox:
Bridging digital fun with real-world rewards

Starbucks is once again experimenting with new digital, thanks to its partnership with Dubit to launch virtual stores on Roblox.

We can look at this move as a blend of real-world coffee culture and digital engagement, giving fans across Asia Pacific the chance to visit a virtual Starbucks store. From ordering drinks to chatting with fellow users, this virtual experience mirrors what you'd find in a physical Starbucks, making it feel both familiar and exciting in the digital space.

The virtual stores are designed to engage users beyond simple interactions. Players can embark on “coffee-themed treasure hunts”, collecting special in-game items as they explore cities like Bilberry City and Seaboard City within Roblox. The adventure adds a fun layer of gamification to the Starbucks experience, allowing users to engage with the brand in a new and interactive way.

What makes this initiative stand out even more is that the rewards go beyond the digital space. Players who complete in-game achievements can redeem their prizes at select Starbucks stores in countries like Singapore, Malaysia, and Indonesia. This bridge between virtual and real-world rewards shows how brands can use Web3 to create deeper, more tangible connections with their customers - without making things extra complex.

For Starbucks, this partnership with Roblox demonstrates how the brand keeps integrating gaming into its existing loyalty programs/strategies, creating a new type of engagement that blends online entertainment with real-life perks.

I am sure you have seen me talk about Roblox many times here, but we just can’t (or shouldn’t) ignore a platform that boasts 66M daily active users - Half of which are Gen Z.

The comments below came from my original LinkedIn post about ENS joining forces with PayPal and Venmo and also from my post about my contribution for the University of St.Gallen’s report.

“Bullish”

As you should, Liam!

“Utility”

This a 1000 times.

There are so many opportunities out there. Finance, Arts, Customer Loyalty, Wallets, UX, Gaming, and the list goes on.

“Users never realize”

To that, I’ll reply with something I wrote in edition #50:

That’s the idea: that people/users don’t even have to think about what’s going on behind the scenes - the same way we don’t really think about how the payment terminal recognizes our card/phone when we tap it.

So, at the title says: Web3 doesn't have to be complicated.

See you soon.

#LFGrow
Diego Borgo