Case Studies Media & Marketing

Bored Ape Yacht Club BAYC cracks the code for NFT fandom

Case study by Mark Mulligan, Karol Severin, Srishti Das and Tatiana Cirisano
Cover image for Bored Ape Yacht Club

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Launched in April as the flagship creation of media company Yuga Labs, BAYC is a collection of ten thousand cartoon ape NFTs, priced at ETH apiece. The collection has generated more than billion to date...

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Fandom drivers From fan psychology to NFT demand