Stella Artois today (15 June) became the first global beer brand to enter the world of virtual horse racing by teaming up with digital horse racing platform, ZED RUN to auction 50 rare NFT (Non-Fungible Tokens) racehorses — complete with five limited edition Stella Artois skins.
Coinciding with the busiest part of the UK’s summer racing season, the racehorses will be auctioned off between 15 and 19 June, giving racing fanatics the chance to collect, trade, race, and even put the ‘thoroughbreds’ to stud, all in the ZED RUN metaverse which is built on the Ethereum blockchain.
Virtual horse racing is a rapidly growing craze within esports, with some NFT digital racehorses now being sold for over £100,000.
Alongside the auction, Stella Artois will also be unveiling a first of its kind branded 3D racetrack where ZED RUN players will come together to race their horses in the uniquely designed ‘Racing in the Life Artois’ metaverse.
This latest move follows Stella Artois’ recent Stella Tips campaign when the brand launched its first NFTs and is part of Budweiser Brewing Group UK & Ireland’s move to replicate their position as one of the leading sponsors of sport, in the digital sporting metaverse.
Source: Mobile Marketing Magazine »
Will ZEDRUN eventually replace live horse racing? You bet it will. That is why we are talking about it. You can breed, buy and own race horses, win prize money, and bet on your very own digital thoroughbred in a LIVE racing and wagering ecosystem that is provably fair and transparent.
It will not mean the end of the Thoroughbred horse, just the end of Thoroughbred horse racing whose relevance diminishes daily.