Ubisoft’s NFT collection launch has ended in failure. What was the reason for the project’s failure?

December 22, 2021 by cryptobreak

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The desire of large corporations to get involved in the NFT trend does not always end in success. The launch of unique tokens by Adidas Originals and video game publisher Ubisoft is a case in point. If the initiative of the former in partnership with gmoney, Bored Ape Yacht Club and PUNKS Comic has borne significant fruit, the Ubisoft Quartz project has brought almost no profit. We tell you more about what’s going on.

It should be noted that the NFT-tokens industry, which we have analyzed in detail in a separate article, continues to be at the height of popularity. In particular, the popularity of this query on Google is now the equivalent of 100 points, i.e. the maximum score.

Popularity of the query about NFT on Google worldwide

In Russia, the situation is similar. Residents of the country are more interested in the topic than ever before.

Popularity of the query about NFT on Google in Russia

At the same time, the number of sales within this category of tokens remains high. For example, last week there were 756 thousand units, and the week before that there were 800 thousand units. Here is the corresponding chart by week from The Block.

Number of NFT token sales by week

Despite the high interest in this area, some companies are not successful in launching their own NFTs. However, this is not the case with all giants.

How much is being earned from NFT tokens

A project called “Into the Metaverse” by Adidas Originals has generated 11,391 ETH or more than $43 million in trading volumes on the OpenSea platform. The brand’s collection of unique tokens ranked second on the platform in terms of NFT trader activity. We are talking about 30,000 copies of the digital collection from Adidas, two-thirds of which sold out at auction on 17 December immediately after the start of sales. According to the company, $15.5 million was earned during the first round of early access token issuance.

One of the items in the Adidas collection

“Into the Metaverse” is not a collector’s item – they are tokens that give their holders exclusive access to virtual wearable devices in the Sandbox game meta universe and the ability to redeem the corresponding physical products in 2022.

At the same time, according to CryptoPotato, Ubisoft’s Quartz collection earned the company less than $400 in revenue, or the equivalent of 94.49 XTZ. It has not been popular with cryptocurrency enthusiasts and gamers alike. Ubisoft Quartz itself is associated with virtual items from the game Ghost Recon Breakpoint. The collection was launched earlier this month, and at the time of writing, only 15 NFT tokens have been purchased from this collection.

Ubisoft Quartz

So what is the reason behind Ubisoft’s failure? The fact is that the main value of unique items for the game was their serial numbers. During the gameplay they are hardly visible to the players and visually do not differ in any way from the usual in-game skins. That’s partly why no one saw fit to buy NFT, and among crypto-enthusiasts the announcement of the collection didn’t gain popularity due to a poor marketing campaign.

That is, in essence, unique tokens did not provide users with any benefits. As a result, no one was willing to buy the coins.

NFT token in the gallery

We believe that this situation clearly underlines the fact that the usual connection with NFT-tokens is not enough for the success of the company. Employees also need to make sure that the buyers of such coins really feel special and the fact of purchasing the cryptocurrency provides some benefits. That way, there will be plenty of people waiting in line to buy. One would like to believe that companies will draw conclusions from Ubisoft's failure and work properly on NFT's usefulness in the future.

As we can see, not everything in even the hottest trend is doomed to success. For even more interesting information about unique tokens, look for our Millionaire Crypto Chat. There we will talk about other topics that affect what is happening in the world of decentralised assets.