NFT sales on the NFL All Day platform surge on NFL game days and topped the 24-hour sales chart for all NFT collections.
NFL All Day opened to the public in August after months of closed beta.
Officially licensed NFL All Day by Dapper Labs NFT collection platform open to the public Over the past month and the first few weeks of the NFL regular season, an interesting trend is emerging in sales data: users are buying a lot more from Flow-based NFTs on Sundays, the day of the week when most real-world games are played.
In the current crypto bear market that has significantly impacted NFT prices and sales volume, NFL All Day surges stand out.
On both September 12th and 19th, NFL All Day surfaced at the top of the overall 24-hour NFT market charts at CryptoSlam and beat it The Bored Ape Yacht Club and other expensive “blue chip” projects. While Bored Ape’s September average sale price so far has been around $110,000 worth of ETH, its NFL All Day average sale price is just $31.
On Sunday, September 11 — the first major playlist of the season — NFL All Day recorded nearly $1.17 million in aftermarket sales, according to data CryptoSlam, up nearly 283% from the previous day. And that momentum continued into the following day, with just over $1.1 million on Monday, September 12th.
It became a trend this week on Sunday, September 18, when the platform racked up over $905,000 worth of NFT sales — a 204% jump from the previous day. This time, sales increased slightly the following day, with nearly $906,000 on Monday, September 19th. In both weeks, total sales volume dropped significantly the following Tuesday.
More single NFL All Day NFTs are also sold on Sunday and Monday, and the average selling price increases on the way up. For example, on Saturday September 10th, over 10,900 NFTs were sold on the platform at an average price of around $28 each. The following 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 at Dapper Labs, narrates decrypt that the company has seen increased engagement on all game days including Sunday, Monday and Thursday. In fact, every day since the start of the regular season, CryptoSlam’s data shows a smaller but still notable surge from Wednesday through Thursday.
“This doesn’t come as a surprise to us,” said Feldman, who pointed to a few possible reasons why collectors might buy more NFTs during games. One of them is that Dapper started one playbook Feature that offers weekly challenges based on collecting NFTs and interacting with the platform, especially on matchdays.
Users who complete the challenges can win rewards ranging from cosmetic perks for their profile – like trophies and banners – to packs of NFTs. Feldman sees NFL All Day as a complement to football fans’ existing online game day routines, including chatting on social media or participating in fantasy leagues.
“We’re not asking anyone to change their behavior,” he said. “Instead, we’re just giving them the opportunity to own a piece of the action they’re already so passionate about.”
Feldman also credited the Playbook feature with driving traffic for the NFL All Day community, with a 53% week-over-week increase in visits to his Discord server in the first week of the season, as well as an increase in Discord Chat activity up 65%.
Dapper Labs also promotes its NFT collectors platform on the official NFL Network channel with ads featuring Kansas City Chiefs star Patrick Mahomes and also uses paid social media advertising to try to attract new users.
NFL All Day is similar in approach to Dapper’s NBA top shot Platform that broke into the mainstream in early 2021 as the The NFT market gained importance. Both platforms turn existing video highlights of the respective league into digital collectibles, each of which is 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 focuses most of its games on Sundays, with just a few games played on Mondays and Thursdays. That gives Dapper the ability to focus content and promotions on specific days — and it also appears to result in significant increases in sales.
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