1 The NFT (Web) Platform

The Trailblazers - The NFTs To simplify, there are 2 types of NFT platforms:

the gaming platforms like Roblox and the non-gaming marketplaces like

OpenSea. To qualify as a "real" NFT platform, a platform must not only be

a marketing platform at the front-end but must also operate on a blockchain

infrastructure at the back-end. However, generically, those platforms which

meet the first marketing platform criterion, without being on blockchain,

are also considered to be  NFT platforms. Roblox, described below, is one

such platform, specifically serving online gamers.

In the case of NFT gaming platforms, like the MMORPG gaming platforms

before them, you make money  on subscription fees and on the cut you take on

the sale of in-game digital objects. On Roblox, as a player, you must "pay to

play": i) you must first buy with your credit card its gaming chips its Robux

virtual currency coins and deposit them in an Apple-like digital wallet (you get

450 Rebux coins for $4.99), ii) you can then use your wallet to pay for the subscription fee as well as to buy the in-game digital objects (avatars, skins,...).

On the other hand, as a certified game developer, you can "play to earn":

i) you make money from the sale of your in-game objects, net of Roblox's cut,

ii) you can then convert the Robux proceeds back to dollars at a fixed annual

rate (450 Rebux for $4.99 in 2022 and $4.50 in 2021). The only real difference between MMORPGs and NFTs is the currency of payment used. With MMORPGs, you pay in real money, more stable. With NFTs, you pay in cryptocurrencies, which you can buy on cryptocurrency exchanges. Not to

be outdone, Visa and Mastercard are offering co-branded NFT cards, with all

the promotional bells and whistles to lure these new customers.

In the case of NFT marketplaces like OpenSea, one of the biggest, you can buy

a Snoop Dogg Crypto-Collectible Figurine for 0.06 ETH, which is worth, at

today's rate of $2900 per ether, $174. Unlike gaming platforms, the price of the currency of payment, ether being the most widely used, freely fluctuates on the exchanges where it is traded. OpenSea is a multi-product platform, carrying

art, collectibles, domain names, music, photography, sports, trading cards,

utility, and virtual worlds NFTs. It has processed some $23B worth of

transactions. There also are single-product platforms. Decentraland for

example sells virtual plots of land on its virtual worlds platform, on which you

can build your virtual house or virtual store with the tools provided on the platform. Sotheby's paid $1.2M for a plot of land on Decentraland, and a plot

of land next to that of the ever present Snoop Dogg fetched $450K

Pricing So far, the price of Ethereum's ether cryptocurrency hovered between

$100 to $300 in 2019 and 2020. Then suddenly, it skyrocketed in 2021 to hit a peak of $3 400 in May, then dropped to $1 685 in July, but climbed back to  

$4 500 in November and is now at $2765. It is this sporadic price volatility,

which could turn away the more risk-averse customers (and attract

unscrupulous speculators). There are 5 levels of price risk one must hedge

against: i) the commodity price of the digital object subject to supply and

demand in an unregulated NFT market, ii) the cryptocurrency price

determined in unregulated cryptocurrency exchanges, i.e. the bitcoin to

dollar price, iii) the currency price. i.e. the dollar to euro exchange rate, iv) the discriminatory pricing the bigger platforms use to favor higher-priced, branded

and therefore higher-margin NFTs,  v) the promotional premium and/or

discount pricing strategy one must adopt.

IPOs After developing the right platform product and the right marketing

plan, both companies appear to have also successfully developed the right

business models to monetize their distinct businesses. Roblox is now listed on

the NASDAQ at a market cap of $60B on nearly $3B of sales. OpenSea aims

for an IPO in 2023

2 The NFT Market

The 80% of the Market It is mostly teens (54% of Roblox's 31M-strong user

base are teens under 13) who collect NFTs, the same way we collected baseball cards in our youth. According to the attached April 2021 article by Kimberly Parker, 33.6% of NFT sales were under $100, 20% btw $100-$200, making a

total of nearly 54% of  NFT sales under $200. As the table below shows, lower-priced collectibles represent the largest sales category.

The 20% of the Market The remaining 20% of the market are comprised of

the Millennials and the older of the GenZs, earning more than $100K, who

invest at the higher-end of the cryptocurrency and NFT markets. It is these 2 demographic groups, because they will represent 60% of the total population

over the next 10 years, whom regulators must protect.

Regulation Unless regulators step in i) to prohibit NFT platforms from taking cryptocurrencies as a means of payment, and ii) to fully regulate cryptocurrency exchanges for what they really are, that is, as capital markets on the same plane

as the NASDAQ and NYSE, the risk of an imminent derailment of these new

platforms remains high.

Most of the financing the NFTs have been receiving all these years have come

from VC crypto funds, who thought they could scale up the technology, blockchain, by aggressively buying into NFT platforms and making them also

run on blockchain along with the cryptocurrency platforms they already own. Judging by Roblox's $60B market cap or 20x Sales following its recent IPO, their investments have paid off handsomely.

3 The NFT Business

NFT's Current Product Offering

It was a handful of upstarts coming from the online gaming and

cryptocurrency world, who succeeded in carving out a new market niche

with the first 3D digital asset platforms. These run on the blockchain

operating system, are secured by blockchain's NFT token cryptography, and

use blockhain's cryptocurrencies as a means of payment. Begun 15 years

ago in the mid 2000s, they tend to serve, so far, a limited number of markets: online gaming (Roblox), NFT MMORPG-like gaming (Axie Infinity), virtual

real estate (Decentraland), sports card collectibles  (NBA Top Shot), art (Rarible, SuperRare, KnownOrigin), avatars (CryptoPunks), audiovisual collectibles (Foundation). OpenSea has become the Amazon marketplace for NFTs.

NFT's Future Market Penetration Strategy Through Partnerships

The only way for the NFT upstarts to have accesss to as big a customer base

as Meta's is to enter into a partnership agreement with one of the major

Internet companies, just as Apple did with Cingular (now AT&T) in 2007

to launch the first iPhone. This may mean "open sourcing" its product to standards other than its blockhain proprietary technology, those standards

adopted by billions of Internet users.

NFT's Marketing and Competitive Strategies

This should only be the first step of a broader product, market, channel consistency check it must conduct. Then only would they be able to develop their marketing strategy using the marketing mix's 4 Ps and their competitive strategy using Porter's 5-Forces.

NFT Marketing  - Value Proposition

2D Digital assets , whether they are texts, images or videos, are essentially digitized reproductions of original printed works in the form of books,

photos, or film reels. By contrast, what is unique about non-funglible token

or NFT digital assets, which could be both in 2D and 3D, is that they are originals, to which are assigned a unique computer code, called token in computerspeak. The NFT token is non-fungible in the sense that it is not exchangeable, guaranteeing the authenticity and uniqueness of the NFT

digital asset. The NFT token can only be generated by a cryptographic

technique known as blockchain, used in bitcoins and other cryptocurrencies

NFT Marketing  -  Brand Recognition

It was only recently that the NFT brandname and its blockchain technology, used by the upstarts to promote their platform, really caught on with the

general public. This occurredin March 2021, when an NFT digital collage in JPEG by the artist Beeple was sold for $69M at an auction at Christie's. A

few months later, in July 2021, as though it had anticipated all along the

sudden meteoric rise of NFTs, Facebook officially changed its company name

to Meta, massively advertised on the Web an alternative brandname, The Metaverse, and launched its Horizon platforms.

No doubt spurred by these 2 watershed events, sales of NFTs increased by

21 000% from $82M in 2020 to $17B in 2021

4 Appendix: NFT Tokens vs FT Tokens

The Cryptography Both Roblox and the NFTs developed their cryptographic systems from the same cryptography technology invented by IBM in the

mid-70s, the data encryption standard (DES). Based on DES, current standards essentially apply computer-generated so-called symmetric and asymmetric encryption keys, known as tokens, to secure i) the digital assets, and ii) the transactions involving their distribution, sale and payment

Tokens in general Very much like subway tokens or our credit cards, the

encryption keys are stored in a digital card, the token. Whether it is for a non-blockchain and non-NFT platform like Roblox or blockchain NFT

platforms, there is a first token that is assigned to the digital asset and a

second token to the currency of payment. It's important to note that credit

cards also use a similar token system to authorize payment at the time of

purchase

NFT Tokens On NFT platforms, the first token is given the name of

non-fungible token or NFT token, non-fungible meaning that the NFT-coded digital asset cannot be exchanged, i.e. a digital work you've created  cannot be exchanged for a work of art done by someone else. The second token is given

the name of fungible token or FT token, fungible meaning that the FT-coded digital asset can be exchanged, i.e. a one dollar bill can be exchanged for any

other one dollar bill, a Roblox Robux virtual currency for any other Robux

virtual currency, and on NFT platforms, which only accept cryptocurrencies for payment, a bitcoin for any other bitcoin

NFTs

Case Study

Table of Contents

1. The NFT (Web) Platform

2. The NFT Market

3. The NFT Business

4. Appendix: NFT Tokens vs FT Tokens