Publishers are leveraging gamification to educate audiences about blockchain

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 23, 2021, 11:28 AM UTC

A Gemini 2020 State of Crypto report found that only 14% of the US population owned cryptocurrency as of the beginning of this year.

Scepticism surrounding NFTs, metaverse and cryptocurrencies, is leading publishers to find new ways of educating their audiences about these new technologies. For instance, while Leaf Group is investing in art to appeal to its network of artists, Brit + Co and Turner Sports are focusing on education and rewarding participation in a way that makes learning about blockchain less intimidating.

Though all audiences would not be interested in how the technology works, they still need to understand different ways in which it can impact their lives if they plan on buying an NFT from their preferred publication or participating in an event in the metaverse. This technology can be highly effective for publishers of media brands and operators of marketplaces when ecommerce is at the core of their business.

The process of buying an NFT and creating an NFT is not simple. Saatchi Art’s Wayne Chang is working on addressing this by creating educational guides for the artists in their network and buyers. He is creating lessons on setting up a crypto wallet and how to secure bought and sold assets to avoid hacking. On the other hand, Brit + Co is looking to gamify education by issuing tokens to students who complete each lesson.

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