Back in the olden days, companies were all mortal enemies, locked in an eternal battle for attention that made their very survival a zero-sum game—a situation of kill or be killed, outshout or be silenced.

Marketing was run by and for one company only; "co-marketing" sounded like treason and witchcraft.

There could be no real overlap between companies in the same industry, let alone separate ones like gaming and, well, everything else that isn't gaming.

Then blockchain came along and changed all that.

Thanks to the power of Ethereum-based ERC-1155 assets, businesses can realize that cooperation is as important as competition, and that by helping out each other, they also help themselves.

This might all sound a bit idealistic, but we've seen it happen already.

Because of the transparency of the Ethereum blockchain, assets created on it can be viewed—and crucially, used—by anybody.

For game developers, it makes more sense than most to integrate such assets, because they create digital realms, allowing for easy adoption of blockchain assets that are likewise born digital.

Interoperability is an important keyword when it comes to defining the benefits of blockchain in general, and the ERC-1155 token standard in particular.

Because any game developer can integrate blockchain-based assets into their game, new audiences can be reached and leveraged when non-gaming companies create blockchain assets.

So, businesses can move from bearing the entire marketing burden by themselves to a mutually-beneficial system of creating co-marketing campaigns.

Online platforms like Gleam exist to allow marketing messages to be amplified many times over, as audiences are rewarded for performing social sharing actions—e.g., if you retweet an announcement, follow a brand on Facebook, and like a post on Instagram, you'll be airdropped an exclusive ERC-1155 token.

In this example, non-gaming companies partnering with game studios and developers makes perfect sense, because their audiences are digital natives, and the participating developers can give collectible tokens actual utility in their games—which incentivizes their audiences to socially share such campaigns.

  • The non-gaming company provides the initial marketing power, creating an ERC-1155 blockchain asset featuring their branding.
  • Game devs increase the value of these tokenized assets by giving them actual in-game utility—thus, making them more desirable to a wider audience.
  • Followers of these game studios provide effort to the marketing campaign, engaging in social sharing for the prospect of the ERC-1155 asset rewards, amplifying the message of your branding

With ERC-1155 blockchain assets, everybody wins.