Stella Artois is auctioning off NFTs of digital racehorses.

June 17, 2021

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The beer brand, which is owned by Anheuser-Busch InBev, is collaborating with a platform called Zed Run, which is a type of online game centered on “digital racehorses.” NFTs (non-fungible tokens) are blockchain-based tokens that may be bought and traded as proof of ownership for files on the internet. In-game assets like horses and skins are tied to NFTs (non-fungible tokens).


In their virtual stables, some collectors have spent hundreds of thousands of dollars breeding and racing horses.


Stella Artois is releasing 50 NFTs attached to specially branded in-game horses, which will be auctioned off in daily batches from today through June 19. Digital artwork and an in-game horse skin are also included with each NFT.


The NFTs will be auctioned on OpenSea, a cryptocurrency collectibles online marketplace that just raised $23 million in a round sponsored by Andreessen Horowitz.


Individual works of “crypto art” began selling at prominent auction houses this past winter, creating a type of bubble. Since then, transaction numbers have steadily decreased, but the NFT frenzy is far from over—just Sotheby’s sold a batch of NFTs for over $17 million, and an NFT associated with the Doge meme just sold for $4 million.


“The crypto space is growing right now,” McInerney says.



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