Adventures enters a new frontier of advertising and marketing: the web3 and the metaverse

Rafa Avelar, Partner and CEO of Adventures

When it was based, in December 2020, Adventures mixed the digital advertising and marketing sector with a technique to create DVNB (A digitally native model), digital manufacturers in partnership with celebrities or athletes. Gradually, nevertheless, the group based by Rafa Avellar, Ricardo Dias and Gerard Rouray started to tread an more and more technical path.

A R$ 50 million funding led by supervisor Provence Ventures in February this yr additionally included the participation of Mercado Livre, which grew to become a enterprise accomplice in e-commerce and logistics. Soon, the firm entered the area of e-commerce, competing with firms corresponding to Infracommerce, with the buy of E-Can.

Now a new technological factor is being added to this puzzle. The firm is constructing Adventures X, a entrance to carry manufacturers nearer to themes like the metaverse, NFTs and the like. Direct commerce.

“The ambition has all the time been to create a robust advertising and marketing platform, and the know-how arm fulfills that plan”, says Aveler. Neofeed. “It began with model constructing, moved to e-commerce and ends at the third finish, which is characterised by the improvement of proprietary know-how.”

Adventures X suits into this technique by permitting manufacturers to function with instruments like Metaverse, Web3, Sensory Trade Marketing and Voice Apps. In apply, this may imply something from creating tokens for a celeb to advertising and marketing campaigns run totally in a digital setting. “Over the subsequent 12 months many firms working with huge manufacturers must transfer on this path producer financial system”Avellar says.

The idea of producer financial system, which the entrepreneur refers to, interprets into monetizing content material produced and disseminated on digital platforms. This goes past, for instance, a digital influencer getting paid to advertise a model in a submit on Instagram or TikTok. With new applied sciences like Metaverse and NFTs, this mannequin has yielded new kinds of monetization.

Douglas Gomides, a specialist in digital advertising and marketing and social media, says, “Digital influencers are in demand in the market in order that monetization via audiences can also be executed via merchandise and not simply via model actions”. “Tokens, as they relate to the cryptocurrency business, thrive on this market.”

The thought to create a division that may assault this market was born in 2021, however gained momentum this yr. In latest months, Adventures has employed greater than 20 folks for the area, led by group CTO Conrado Caon. The firm goals to triple the quantity of staff in the know-how sector by 2023.

In addition, Adventures X signed agreements with two firms working with asset tokenization and blockchain initiatives: Lumx Studios and Block4 Rio de Janeiro. The former has already executed initiatives for digital influencer Boca Rosa and clothes model Reserve. Block4 is an investor in 2TM, the holding firm that controls the Bitcoin market.

Adventures X’s first activity is to launch a marketing campaign for the Brazilian model in the Metaverse, inside the subsequent 60 days. Customer identify is saved confidential. Another venture is being executed utilizing tokens. The thought is to launch and promote fan tokens from firms and celebrities.

These digital artifacts can assure holders particular advantages, corresponding to reductions on merchandise and prizes. In addition, the token can be traded on the secondary market, making it an funding asset.

The mannequin shouldn’t be new, however it’s extra well-liked in the sports activities world., for instance, is already working with the know-how and has contracts with golf equipment in numerous sports activities, together with soccer. Anyone who receives a fan token from a explicit membership can vote to pick the finest participant for the recreation, which shall be inscribed on the staff captain’s armband, and can even be assured tickets to observe matches at the stadium.

Enthusiasm for tokens and NFTs, nevertheless, appears to have waned. At OpenSea, the essential platform for the resale of crypto belongings, each day transaction quantity that when reached US$400 million is now US$8 million. The worth of digital artifacts has additionally declined. For instance, NFTs purchased by participant Neymar have misplaced greater than half their market worth since acquisition.

Advertising + Technology

The convergence of promoting and know-how is a development. Last yr, WPP, the world’s largest communications group, acquired DTI Digital from Minas Gerais, a firm whose essence is to not develop software program and create communication methods for big firms via know-how.

Another instance is the case of Accenture, a consultancy that since 2015 has acquired greater than 30 firms linked to the promoting sector in lots of international locations round the world, together with Brazil. Here, the firm acquired digital company AD.Dialeto in 2015 and advertising and marketing company New Content in 2018.

In Brazil, Zmes, based by former McKinsey Marcelo Tripoli, seeks to occupy this area between promoting and know-how. Created in 2020, advertising and marketing businesses need to use digital instruments with synthetic intelligence capabilities to serve prospects.

Another transfer in Brazil that means tech firms need a share of the promoting and advertising and marketing market was given by Stefanini. In July 2020, the firm acquired Holding House, a communications group based mostly in Porto Alegre, the proprietor of the W3Haus promoting company, along with Brooke, Kaps, Huaya, Hopo and Now3.

Adventures is behind Gustavo Lima’s fragrance and ought to be doing new actions with the nation singer.

Adventures can also be on the similar path. Last yr, it made M&A that introduced Homem de Lata Studio, consultancy Felipa Consulting and sports activities advertising and marketing company Go4it. The firm additionally partnered with Religion of Sports, a media startup co-founded by American quarterback Tom Brady.

These strikes had been strategic for the creation of DNVB, which started in late 2021 with the launch of youngster actress Sienna Belle’s model. A partnership this yr with singer Gustavo Lima, who has greater than 44 million followers on Instagram, boosted the standings. Six extra manufacturers are anticipated to be launched in the coming months.

E-commerce is a department that helps DNVB, nevertheless it additionally competes on the excessive seas. The Adventures division already operates with 77 manufacturers and has been strengthened by the acquisition of efficiency company e-Can. With Mercado Livre, the firm seeks to finish the journey from digital shops and gross sales administration to CRM, SAC and logistics chain providers.

With all these strikes, Adventures estimates that its income will double this yr. Last yr in December working velocity (Annual Recurring Revenue) from Adventures reached R$90 million and Ebitda, R$10 million. Almost all income got here from providers offered to main manufacturers.

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