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NFTs and entertainment Opportunity assessment

Report by Karol Severin
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The 20,000 foot view:  NFTs are taking the media and entertainment worlds by storm, but we are still, arguably, in early-adoption stages. The media and supply-side frenzy is kicking in, posing more noise and challenge for companies that wish to soberly assess the opportunities that NFTs can bring. This report aims to help with just that. It examines the size of the addressable audience for NFTs, demographics, and overlaps across gamer segments and wider entertainment sectors. If you are thinking about NFTs (or trying to answer whether you should think about them) – then this report is for you.

Key Insights

  • NFT interest            a solid niche:            of consumers            scarce digital items and collectables            but just            are very interested
  • Only            of            are familiar with the term            token (NFT)’, meaning there is            a large educational and promotional            for the concept 
  • Longer term,            addressable market will grow through            enthusiasts aging; more earning opportunities,            more time spent in digital                       realms
  • Gamers show            strong overlap with NFTs, as            number of segments are showing            NFT appeal, with esports attendees            in-game item buyers            being the            NFT-inclined segments
  • NFTs appeal            majority of players among nine            our            tracked games communities, with            and Valheim players leading at                       respectively 
  • Players of            successes, such as Valorant, Valheim,            and FreeFiremost, are interested in            but staples, like Call of            and GTA, have a larger           
  • Across entertainment,            appeal is the strongest for            in the intersection between digital            and fandom 
  • In music,            appeal highest to live music            particularly live music concert streamers,            hip hop            being the most            music genre
  • In sports,            appeal highest among live sport                       sports betters            and merchandise buyers            the highest over-indexing among fight           
  • Anime is            most over-indexing genre for NFT            in video, with            of anime            finding NFTs appealing compared to                       consumer average
  • Successful long-term            strategies will focus on driving            first and monetisation second
  • The metaverse            a path for social media            compete with games for NFT           

Companies and brands mentioned in this report :Among Us, Animal Crossing, Apex Legends, Assassin’s Creed, Axie Infinity, Call of Duty, Discord, Fall Guys, Far Cry, FIFA, FreeFire, Grand Theft Auto, League of Legends, Madden NFL, Minecraft, Meta, NBA            Player Unknown Battleground, Pokemon, Red Dead Redemption, Roblox, Rocket League, Sea of Thieves, Spider-Man, Splitgate, Super Mario, Tiktok, Twitch, Valheim, Valorant

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