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McDonald’s Enters the Metaverse with McNuggets Land

Web3 & Enterprise·July 22, 2023, 12:13 AM

McDonald’s, the global fast food giant, has ventured into the metaverse realm to commemorate the 40th anniversary of its beloved Chicken McNuggets, with McDonald’s Hong Kong spearheading the immersive experience.

McNuggets Land, a virtual world situated within the metaverse platform The Sandbox, now welcomes enthusiastic players to embark on a quirky adventure filled with pixelated McNugget characters like “Coach McNugget” and his trusty sidekick, “Assistant Coach McNugget.” The project team behind The Sandbox laid out the details of the initiative via a blog post published on Medium on Thursday.

In this novel virtual landscape, players are tasked with the mission of locating four McDonald’s signs, sparking excitement for the rewards that await. Among the enticing incentives are a shared prize pool of 100,000 SAND (approximately $44,000) and enigmatic “mystery boxes.” SAND is the native token of The Sandbox virtual world.

Photo by Jas Rolyn on Unsplash

 

Customer engagement challenges

The CEO of The Sandbox, Sebastien Borget, expressed enthusiasm for collaborating with global brands like McDonald’s to drive mass adoption of the metaverse. The Sandbox has already witnessed the presence of several prominent brands like Adidas, Atari, and Gucci within its virtual world. Comparatively, it might be challenging for McNuggets Land to carve out a distinctive niche to capture enduring user engagement.

Numerous brands have attempted whimsical activations within metaverses over the years, from Snapple’s virtual bodega to Taco Bell’s metaverse wedding. However, the fundamental question arises when virtual food or drink experiences are introduced — what’s the point when you can’t taste or smell in the metaverse?

 

Bear market & regulatory setbacks

Moreover, the timing of brands entering the Web3 space may be subject to scrutiny. With venture capital money flowing toward AI and Disney closing its metaverse ventures, the Web3 landscape faces a more challenging environment in 2023. The ongoing crypto winter and Securities and Exchange Commission (SEC) crackdowns have somewhat dampened the allure of these activations, making it imperative for brands like McDonald’s to offer a compelling “why” for their Web3 endeavors.

Starbucks has been experimenting with its Web3 loyalty program called “Odyssey,” which ties in seamlessly with its customers’ real-world coffee purchases. This strategic approach aligns virtual rewards and digital collectibles with existing behaviors, giving added value to their regular activities. In doing so, Starbucks fosters a sense of community and gains valuable feedback for future improvements, ensuring a more sustainable and purposeful presence in the Web3 space.

 

Formative development

While McDonald’s McNuggets Land in the metaverse may excite some players with its whimsical charm, the bigger question remains: What value does it truly bring to the participants, and how does it ensure a lasting impact? In a rapidly evolving Web3 landscape, success lies in offering meaningful experiences that align with users’ existing behaviors and aspirations, fostering genuine engagement and community-building.

We are still at a stage where consideration of the metaverse in terms of what it is, what it represents, and what experience users can or should glean from it is still formative. It remains to be seen as to the extent to which Mcdonald's will be successful in this instance, but it is encouraging that they’re brave enough to get involved with the innovation.

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Web3 & Enterprise·

Jun 20, 2023

Gemini Announces Singapore Expansion Plans

Gemini Announces Singapore Expansion PlansGemini, the US-based cryptocurrency exchange and custodian, has announced its plans to expand its team in Singapore over the course of the next 12 months.Photo by Pixabay on Pexels100 new hiresGemini made the announcement by way of a blog post published to its website on Monday. In that post, the company outlined that it intends to add over one hundred new hires over the course of the next year. Gemini aims to focus on the Asia-Pacific (APAC) market, which it believes will play a crucial role in its next phase of growth.Indian engineering hubIn addition to its Singapore expansion, Gemini is actively working on setting up an engineering center in Gurgaon, India. Back in April, the firm’s newly appointed Chief Technology Officer and APAC region CEO, Pravit Tiwana, announced the intention of establishing the India-based engineering center. An intention to expand the Singapore base was also suggested at that time, with the company now following up with firm expansion plans.This engineering hub in Gurgaon is expected to become the second largest for Gemini, after its operations in the United States. By expanding its engineering capabilities, Gemini aims to bolster and support its global operations effectively.APAC to drive crypto growthGemini sees the APAC region as the driving force behind what it termed “the next wave of growth for crypto.” The exchange plans to use its Singapore office as a hub from which to run broader operations in APAC.This strategic move follows Gemini’s addition of support for the Singapore dollar (SGD) three years ago, enabling local residents to access cryptocurrencies directly using their native currency. The expansion plan provides Gemini with the potential to capitalize on the growing opportunities within the APAC market, further establishing a foothold in a significant regional market.Gemini’s decision to focus on international expansion aligns with the growing trend among cryptocurrency companies. Regulatory pressures in the US crypto market have escalated, exemplified by recent lawsuits filed by the US Securities and Exchange Commission (SEC) against major exchanges like Binance and Coinbase.These circumstances have prompted many companies to seek opportunities beyond the United States. In particular, exchanges are looking for markets with clearer regulatory landscapes and significant growth potential. Hong Kong, Singapore, and several European countries have emerged as attractive options.Coinbase, one of the largest cryptocurrency exchanges globally, has also followed a similar path to Gemini by expanding its services in Singapore. Singapore’s reputation as a crypto-friendly financial hub makes it an attractive location for such expansion efforts.Gemini’s decision to expand its team in Singapore and its focus on the APAC market reflects a strategic approach to capitalize on the increasing global demand for cryptocurrencies. By establishing a strong presence in key international markets, the company has found a workaround for the current impasse in the United States with regard to the lack of sane, workable regulation.The company has identified a region that is taking a more accommodating approach, while recognizing the APAC region’s potential as a significant driver of growth and is proactively positioning itself to tap into the region’s expanding crypto market.

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Web3 & Enterprise·

Sep 13, 2023

Bullish Emerges as a Bidder for Bankrupt FTX Exchange

Bullish Emerges as a Bidder for Bankrupt FTX ExchangeBullish, a Gibraltar-based crypto exchange with strong ties to Asia, has emerged as a prominent bidder for the bankrupt trading platform FTX, which filed for bankruptcy protection in November last year.Photo by Kelly Sikkema on UnsplashValuable customer baseUp until that point, FTX was a thriving player in the cryptocurrency market. However, it is now in the process of seeking new ownership or financial restructuring to resurrect its operations. In a report published on Tuesday, The Block outlined that according to sources familiar with the situation, Bullish is eager to acquire FTX primarily for its valuable customer base.The news follows the filing of a stakeholder brief to the bankruptcy court in Delaware in the United States by the FTX Debtor on Monday. The brief outlined that the Debtor, led by new CEO John Ray, has reached out to more than 75 bidders to evaluate the potential relaunch of the FTX exchange business.Bullish aims to leverage FTX’s existing user network, intending to convert as many of them as possible into Bullish customers. However, it’s worth noting that this complex negotiation process may face challenges and uncertainties along the way.Asian connectionsAlthough it’s incorporated and registered in Gibraltar, only 4% of the company’s staff are Gibraltar-based. Meanwhile, the firm has offices in Singapore and Hong Kong with those locations accounting for 49% of the company’s overall workforce, according to LinkedIn data. Back in November the firm confirmed that it wasn’t one of the many crypto businesses with exposure to the FTX collapse.Bullish was founded by Brendan Blumer, with Bloomer currently acting as the exchange’s Chairman. Blumer previously founded Block.one, the developer behind the EOS blockchain. He also successfully founded and later exited Okay.com, Hong Kong’s largest digital property agency.Other Asia-centric players in the crypto sector had expressed interest in buying the FTX business (or parts of the business) earlier in the year. These included Singapore’s BSQ Capital and Gamepay, India’s CoinDCX, Japan’s 5G networks developer Docomo and e-commerce giant Rakuten, and Hong Kong’s OKC Holdings.Tribe Capital interestThe Block article also outlines that US-based Tribe Capital is another significant bidder in the running. Tribe Capital had FTX within its venture portfolio prior to the exchange’s downfall and subsequent bankruptcy at the close of the previous year. It had also appeared on the list of 363 sales parties back in June, and prior to that still, it had expressed its interest in buying the business.To establish a clear timeline for its business restructuring efforts, the estate has set a deadline for new bids, which falls on September 24. The FTX estate is still at an early stage in trying to resuscitate the business. Even if it’s successful in that endeavor, it’s not expected that a new business will emerge until Q2 2024 at the earliest.Separately, a criminal prosecution against FTX Founder Sam Bankman-Fried is progressing with a trial scheduled to take place in New York in October. Presently Bankman-Fried is incarcerated in a New York City jail while he awaits trial, having been found to have breached his bail conditions on the grounds of witness tampering.

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Web3 & Enterprise·

Aug 14, 2023

UAE Royal Office to Visit South Korea Next Month for Web3 Ventures

UAE Royal Office to Visit South Korea Next Month for Web3 VenturesAIITONE, an immersive tech company based in South Korea, said Monday that officials from the Royal Private Office of H.H Sheikh Ahmed Bin Faisal Al Qassimi in the United Arab Emirates (UAE) are set to visit South Korea next month. During the visit, the Royal Office will work with AIITONE to enhance collaboration with Korean enterprises leading the Web3 sector, including information technology (IT) and blockchain, and explore cooperative opportunities across different sectors such as energy and finance.The Royal Office will also engage in practical preparations for establishing the UAE banks’ Korean branches and meet with members of the Korean National Assembly and related business officials.Photo by Saj Shafique on UnsplashNurturing international relations“This visit will consist of meetings and discussions with Korean lawmakers, further strengthening political cooperation between our two countries and facilitating the exchange of opinions on crucial international matters,” a representative from the Royal Office commented.“During the visit, a South Korea-UAE Web3 forum will also be held, expediting discussions on fintech-related collaboration possibilities such as blockchain and STO,” the representative added.Transcontinental fintech growthAIITONE and the Royal Office had previously signed a memorandum of understanding (MOU) vowing to work together to expand their respective business operations into each other’s regions — East Asia and the Middle East — and subsequently bolster the fintech industries there.Under the partnership, AIITONE plans to convene with major Korean companies in order to analyze industry trends and explore potential areas for collaboration. The discussions are expected to cover various areas, including the establishment of Islamic banks in Korea, setting up offices for the investment of Arab capital in Asia, and strengthening cooperation in the field of security tokens.The company will also work with the Royal Office on security token projects and central bank digital currencies (CBDCs) — areas where Dubai leads innovation.“Through activities such as the UAE Web3 forum and blockchain-based security token ventures, we aim to pioneer new models of cooperation and achieve sustainable development,” said Bruce Jeong, Principal of Middle East Investment and AIITONE.

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