NFT sales on the NFL All Day platform surge on NFL game days, topping 24-hour sales charts among all NFT collections.
NFL All Day opened to the public in August after months in a closed beta period.
NFL All Day Officially Licensed by Dapper Labs NFT collectibles platform open to the public last month, and in the first two weeks of the NFL regular season, an interesting trend is showing in the sales data: users are buying much more than FlowNFTs based on Sundays, the day of the week when most real-world games are played.
In the current cryptocurrency bear market, which has significantly affected NFT prices and sales volume, NFL All Day surges stand out.
On both September 12 and 19, NFL All Day appeared at the top of the overall 24-hour NFT market charts on CryptoSlam, surpassing the Bored Monkeys Yacht Club and other expensive “blue chip” projects. While the average sale price of Bored Ape in September so far has been roughly $110,000 worth of ETH, the average sale price of NFL All Day is just $31.
On Sunday, September 11, the first major game slate this season, NFL All Day recorded nearly $1.17 million in secondary market sales, according to data from CryptoSlam, an increase of almost 283% from the previous day. And that momentum continued into the next day, with just over $1.1 million on Monday, September 12.
It became a trend this week on Sunday, September 18, when the platform recorded over $905,000 in NFT sales, an increase of 204% from the previous day. This time, the sales figure grew very slightly the next day, reaching almost $906,000 on Monday, September 19. In both weeks, the total sales volume decreased considerably on the following Tuesday.
More individual NFTs from NFL All Day are also being sold on Sundays and Mondays, and the average sale price is increasing along the way. For example, on Saturday, September 10, the platform saw more than 10,900 NFTs sold at an average price of around $28 each. The next day, nearly 29,400 NFTs were sold on the platform at an average price of just under $40 each.
Dave Feldman, senior vice president of marketing for Dapper Labs, said decipher that the company has seen increased engagement during all game days, including Sundays, Mondays and Thursdays. In fact, the CryptoSlam data shows a smaller, but still noticeable, increase from Wednesday to Thursday each day since the start of the regular season.
“This doesn’t surprise us,” said Feldman, who pointed to a couple of potential reasons why collectors might be buying more NFTs during games. One is that Dapper has released a Playbook feature that offers weekly challenges based on NFT collection and interaction with the platform, especially on game days.
Users who complete challenges can earn rewards ranging from cosmetic perks for their profile, such as trophies and banners, to NFT packs. Feldman sees NFL All Day as a complement to football fans’ existing online game day routines, which include chatting on social media or participating in fantasy leagues.
“We are not asking anyone to change their behavior,” he said. “Instead, we’re just giving them the opportunity to own a piece of the action that they’re already passionate about.”
Feldman also credited the Playbook feature with driving traffic to the NFL All Day community, with a 53% week-over-week increase in visitors to his Discord server during the first week of the season, as well as an increase 65% in Discord chat activity. .
Dapper Labs is also advertising its NFT collectibles platform on the official NFL Network channel, with ads featuring Kansas City Chiefs star Patrick Mahomes, and is also using paid promotions on social media to try to attract new users.
NFL All Day takes a similar approach to Dapper NBA top shot platform, which broke out into the mainstream in early 2021 as the The NFT market rose to fame. Both platforms take existing video highlights from each respective league and turn them into digital collectibles, each limited to a certain number of editions. An NFT is a blockchain token that represents ownership of an item, such as collectibles and works of art.
But the NFL has a very different cadence than the NBA. While the basketball league has games throughout the week, the NFL concentrates most of its games on Sundays, with only a couple of games on Monday and Thursday. That gives Dapper the opportunity to focus content and promotions on certain days, and apparently also produces a clear increase in sales.
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