r e v e li e m a b I’   02 Right now, we see three threads converging: communities of interests and belonging, token-gating of exclusive content or access, and digital collectibles. People have discovered communities of belonging on platforms like Reddit, Discord, and Twitch, where it’s easy to find kinship among people who will actively listen, engage in, and talk about the topics they had perhaps assumed were niche. There’s a digital channel for almost everything, including activist causes, coffee, skincare, vintage synthesizers, home renovation, ghost-hunting, sports, Dungeons and Dragons—just to name a few. These communities exist at macro and micro levels, global and local, offline and online, and they’re creating places where people feel they belong. The groups have begun to experiment with tokenized experiences enabled through Web3 technologies, whereby people buy participation or access rights to content or community, or to join an event. This is revealing a new and lucrative way for brands to engage meaningfully with their most loyal customers. Tokenized access and content have allowed brands to experiment with new ways to monetize branded digital assets, and is allowing superfans into a reimagined customer experience where two-way loyalty is at the core. Adidas Into The Metaverse is an effective token-gated community, where users can benefit from things like free Adidas products if they connect their 31 wallet to Discord. + aspect ratio 3:2, change 100, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 18