United Arab Emirates airline Emirates has announced plans to launch non-fungible tokens (NFTs) and branded experiences in the metaverse. It is repurposing its Emirates Pavillion at the Dubai Expo 2020 site to create an innovation center hoping to attract talent from all over the world.
The NFT projects will be centered around collectability and utility. Besides commercializing digital assets like most other collections where consumers collect and trade NFTs in a secondary marketplace, Emirates can also explore the possibility of using NFTs for tickets and as rewards.
As for Emirates’ entrance into the metaverse, it will likely buy a space in existing popular digital universes such as The Sandbox or Decentraland.
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