After a lot of hype from game makers in 2021, big publishers have been relatively quiet on the idea of integrating non-fungible tokens into their games since the collapse of Ubisoft’s “Quartz Digits” platform last year. But EA Sports this week is proving the game industry hasn’t completely abandoned the blockchain-based collectible technology partnership with Nike’s “.Swoosh” NFT platform to let players “express their personal style through play.”
Details are still scarce, and Nike says that more information will be available “in the coming months.” But the company said in a statement that “select .Swoosh virtual creations” will “unlock brand new levels of customization within the EA SPORTS ecosystem” and provide players with “unique new opportunities for self-expression and creativity through sport and style.”
In other words, it sounds like you’ll soon be able to put your NFT Nike sneakers on your Madden team.
Why this time could be different
As skeptical as we’ve been about previous efforts to integrate NFTs into games, this partnership could avoid some of the field’s most common pitfalls. For one, Nike is already an established brand with legions of sneakerheads that follow its every move. And those fans have already shown at least some willingness to invest in digital swag bearing Nike’s iconic swoosh. The company’s first “Virtual Sneaker Drop”—featuring “digital renditions” of the company’s iconic Air Force 1 line—reached over $1 million in sales to early beta users in less than a week, according to CoinDesk
Those NFTs might become even more valuable to Nike fans if and when they can be used to unlock digital drip in EA Sports titles. And these kinds of “real-world clothing” cosmetics also seem like items that could be relatively easy for other developers and publishers to integrate into their own games (unlike Ubisoft’s awkward, serial-numbered virtual items). That means other publishers could theoretically follow EA’s lead here, integrating support for Nike’s virtual fashions as a marketing tool targeting fashion-conscious gamers.
Advertisement
That could plausibly create a kind of cycle where support from more games leads to more interest in Nike’s NFTs, which in turn leads more game makers to sign on, and so on. If enough game makers start featuring those Nike collectibles, we could plausibly reach NFT bulls’ dream scenario of digital items that you buy once and use across multiple properties around the Internet.
Of course, for any of that to happen, Nike and EA will first have to get over the deep and longstanding animosity gamers have shown for any game developer that even hints at making NFTs part of its gaming plans (not to mention the wider collapse in NFT interest across multiple markets). And if the prospect of showing off Nike swag in online games can’t break through that inherent hostility, there’s a good chance nothing will.
Regardless, by leaning on Nike’s established brand—and letting it serve as a third party that markets and sells the NFTs themselves—EA Sports could avoid some of the problems other companies have faced in trying to build and sell NFT collections from scratch.
Why EA Sports and Nike think gaming NFTs can really work this time
- Advertisment - 
Recent Comments
on Iowa State starting RB Jirehl Brock among latest college football players charged in gambling probe
on The Rev. Al Sharpton to lead protest after Florida governor’s ban of African American studies course
on Sports World Hails ‘Superwoman’ Lindsey Vonn for Her Grand Comeback Despite Career-Changing Injury
on San Mateo County Community College District sues five companies over role in ‘pay to play’ scandal
on Saipan, placid island setting for Assange’s last battle, is briefly mobbed – and bemused by the fuss
on ‘Pokémon Scarlet’ and ‘Violet’ Fan Theories Suggest Legendary Time Travel, Alternate Dimension Plot
on Joe Manchin and Tommy Tuberville introduce bill on name, image and likeness rules for college sports
on Inside the Michael Jordan ‘Air’ movie, plus why NFL, others are buying into the sports film industry
on If you’re a frequent traveler, these wrap tops from Aday will revolutionize your on-the-go wardrobe
on How Does Jack Nicklaus Travel? Exploring the Private Jets Owned by the ‘Golden Bear’ Over the Years
on Hollywood Reporter: Tom Cruise negotiated with movie studios over AI before the actors strike began
on Ford Blue Cruise: US regulators investigate fatal crashes involving hands-free driving technology
on Dozens of boats cruise the Seine in a rehearsal for the Paris Olympics’ opening ceremony on July 26
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Boise State vs. Air Force live stream, odds, channel, prediction, how to watch on CBS Sports Network
on Biden to tout bill’s prescription drug prices, energy provisions in pitch to Americans, aide says
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Carlos Sainz’s Soccer Fanboy Emerges as Spaniard Shares Defining Moment With This Real Madrid Legend
on Biden: ‘At this point I’m not’ planning to visit East Palestine, Ohio, after toxic train derailment
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on Ahead of big sports weekend, dispute with Disney leaves millions of cable subscribers in the dark
on A heavy wave of Russian missile attacks pounds areas across Ukraine, killing at least 4 civilians
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on Army vs. Coastal Carolina live stream, how to watch online, CBS Sports Network channel finder, odds
on AL Rookie of the Year Julio Rodriguez Spreads Joy and Sportsmanship to the Youth of Loma de Cabrera
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on Dubai International Airport sees 41.6 million passengers in first half of year, more than in 2019
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on Dave Portnoy: Taylor Swift’s security should ‘drag Kim Kardashian to jail’ if she attends Eras Tour
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports, Serie A announce new TV rights deal; Paramount+ to air over 400 Italian soccer matches
on Cam Newton’s Violent Public Incident Draws Hilarious Reaction From 3x All-Star: “Where Do I Sign Up
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Angel Reese Launches Foundation Dedicated To Empowering Women Through Sports & Financial Literacy
on A weaker dollar, skyrocketing prices and ‘record’ visitor numbers: Good luck in Europe this summer