Stella Artois teamed up with ZED RUN to release the first-ever branded horse racing NFTs. The listings for the skins, horses, and beer artwork are now live on OpenSea. Stella Artois aims to replicate its position as one of the leading sponsors in live sporting events into the sporting metaverse.
Stella Artois presents Racing in the Life Artois
Zed Run is a virtual horse racing platform. The horses are breathing NFTs that have their own unique DNA. This means that it can breed, has a bloodline and a life of its own. The horses are limited-edition drops so some top steeds are fetching six-figure sums.
The game gained popularity because the horses generate a crazy return on investment. It costs anywhere from a few dollars to around $50 to enter a buy-in race but players can race a horse an unlimited number of times. In effect, players can earn more by digitally breeding and racing horses.
The first NFT drop will consist of 50 Genesis ZED RUN horses with exclusively designed Stella Artois skins. Ten digital horses will be released on OpenSea each day from June 15 until June 19. Each horse will also come with an NFT artwork of the horse.
Additionally, Stella Artois is also unveiling a first-of-its-kind branded 3D race track. It will be a treat for the fans to come together and race at the ‘Racing in the Life Artois’ metaverse.
Why horse racing?
Horse racing is one of the world’s oldest sports and has remained unchanged since the dawn of time. However, owning and racing real horses stacks up exorbitant costs. Virtual horse racing solves this by combining the best of crypto, NFTs, esports and streaming. Stella Artois wants to capitalize on this by creating an online equivalent of premium sporting events like horse racing for esports fans.
Stella Artois’ is not new in the NFT Space. The partnership with ZED RUN follows Stella Artois’ recent Stella Tips campaign where the brand launched its first NFTs.
Commenting on the partnership, Lindsey McInerney, Global Head of Technology and Innovation at AB InBev said, “With our virtual experiment, “Racing In The Life Artois,” we’re bringing the art and elegance of Stella Artois and its “The Life Artois” platform to a new audience, offering players the chance to buy, race, and breed their very own NFT thoroughbreds in a ‘metaverse’ that replicates the real world of championship horse racing.”
NFTs and Metaverse
Stella Artois’ NFT collection is another proof that NFTs are the building block of the Metaverse. It is a fluid example of how physical products and objects can be represented and maximized in the virtual world. Animoca Brands is also headed in this direction with the launch of its Metaverse Commerce project. It allows users to purchase products in the Metaverse and redeem it in the real world.
McInerney further adds, “While for some the term ‘metaverse’ is still something of an unknown, this virtual world is exploding right now and looks set to change the way we all engage in digital experiences forever.”