Web3 goes Mainstream

Tennis Australia, the organisation behind the Australian Tennis Open, has had great success growing a new audience by audaciously exploring the opportunities created by Web3, the Metaverse and even NFTs. Far from being “yesterday’s technology”, Web3 presents great opportunities for business-to-consumer organisations. In our interview with Ridley Plummer, Senior Manager, Metaverse & Web3, Tennis Australia we cover:

• The success of the Artball NFT project and how that has helped to grow loyalty
• How Tennis Australia hit 11 Million users on the metaverse/gaming platform Roblox, opening up a new and global audience
• Using Web3 as a way of expanding the value proposition for sponsors beyond the two-week Australian Open each January
• How to use “Proof of Attendance Protocols” (POAPS) to drive employee engagement
• The low-hanging fruit for most B-to-C organisations in Web3.

Web3 is far from dead and this interview is important for anyone interested in how technology can assist with growing customer engagement and reach.

Links:

Tennis Australia

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In this conversation, Nick Abrahams interviews Max Comparetto, the co-founder of Web3 Studios at Salesforce. The discussion delves into the definition of Web3, where Max highlights its relation to blockchain and wallet-connected apps. The conversation then transitions into Salesforce's Web3 solutions, which provide brands the capability to integrate Web3 data with their existing CRM systems, fostering better customer engagement and loyalty.

Links:
Web3 Studios Salesforce website

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Splitting her time between Spain, Switzerland and her own online "Marthaverse", Martha is one of the world's leading Web3 advisers. She works with many global organisation on their Web3 and Metaverse strategies. Martha explains why mainstream organisations need to take Web3 seriously, including:

• Some of the great use cases for Web3 across the industrial, healthcare and education sector
• How companies like Siemens and BMW are revolutionising their businesses by digital twins of their entire manufacturing process (aka "the industrial metaverse")
• The success of Starbuck's online "stamps" loyalty program and revolutionary loyalty marketplace
• How organisations can embrace Web3 by focusing on the customer experience.

If you want to have a look around the Marthaverse, please go to https://www.spatial.io/s/marthaverse-64025c5a7776f525558f58cd?share=1173226691664552099

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The Metaverse and the future of music & entertainment. Sami is a Metaverse leader. She won Chief Metaverse Officer of the Year, and was named as one of the Top 100 Women Thought Leaders for Metaverse and Web 3. In 2022 she was listed as a Top 10 Personality Disrupting the Music Industry and the Most Dynamic Entrepreneur from the Entertainment Industry to Watch. We talk to Sami about her career as a creative force at the forefront of the Metaverse and gain great insights into the future of the music and entertainment industries. Also Sami gives her key tips to any mainstream companies looking to get started in Web3. 

Links:

VNCCII website

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Senator Andrew Bragg is a politician who has engaged with the Web3 community and has strong views on what needs to be done in terms of regulating the Crypto, Token & Web3 world. He has introduced a private members bill which he hopes will become law. It includes regulations regarding licensing of:

• Digital Asset Exchanges
• Digital Asset Custody Services
• Stablecoin Issuers

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HSBC has been active in the Metaverse space. It was the first financial services firm to join the Metaverse platform, The Sandbox and built a Rugby Sevens stadium there to support its sponsorship of the Hong Kong Rugby Sevens.

We talk to Davey Jose about: 

• What is the Metaverse?
• What are the different types of Metaverses?
• What are opportunities for mainstream brands in the Metaverse?
• His suggestions to mainstream companies considering their Metaverse strategy.

Links:

HSBC Australia website

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Jason Lovell, Metaverse Strategies, PWC, USA

Jason is an expert on all things “Extended Reality” and “Metaverse.” He spends his days working with some of the world’s biggest brands helping them to make sense of (and ROI in) the Metaverse. In Jason’s words, "you may not agree with the concept of the Metaverse but there is no doubt that as a trend the move to more immersive digital experiences is not going away" - and that is where the consumers are - in the hundreds of millions. We talk about some of the key use cases for Virtual Reality and Augmented Reality such as Training, Job Simulation, Remote Assistance and Collaboration. Jason gives us insights into how PWC is using this technology to achieve real impact with their Diversity & Inclusion training - plus what they are doing with other organisations embracing this tech. 

We do a deep dive into the GenZ and Millennial cohort (18-40 year olds) and how the importance of their digital life will be almost impossible to understand for anyone older. But this cohort is an important customer group for many companies and it is critical to understand them. As Freddie Mercury said “Guaranteed to blow your mind”.

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Interview with Rossana Rodgers, Chief Marketing Officer  & Ivan Miljkovic, Business Development Manager (Sport) of Authena. Authena is one of the world leaders in authentication technology to stop counterfeiting of products. They have worked with some of the biggest sports brands, including Adidas as well as pharmaceuticals, cosmetics and wine. Hear how they are using NFT technology to ensure provenance of products.

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Interview with w Yawn Rong - Co-Founder STEPN. STEPN is one of the world’s leading “move2earn” apps. Put simply, users get paid crypto tokens for physically going for walks. It has been a remarkable success in its short 12 month existence with 5M registered users and 650,000 daily active users.

They have done co-branded “phygital (digital/physical) sneaker” deals with sports company ASICS, Spanish football club Atletico Madrid and more. And they are backed by some big Web3 investors, Solana Capital, Morningstar Ventures and Sequoia.

Best of all it was started by two neighbours – just like Afterpay was founded by neighbours. Lesson for us all to keep an eye on next door – they might be the pathway to success. 

Links:

STEPN website

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Commissioner Inman-Grant was the worlds-first e-Safety Commissioner and has many successes in her over 5 years in the role. We talk to Julie about the challenges of keeping the Metaverse safe for our children and for everyone. Plus Julie gives more general advice on some of the issues parents need to think about when it comes to raising kids in a digital age.

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