Gucci Owner Kering Says Crypto 'Isn't a Niche Anymore', Wants to 'Pioneer' Web3

Gucci Owner Kering Says Crypto ‘Isn’t a Niche Anymore’, Wants to ‘Pioneer’ Web3

Already, Kering has learned some key lessons about the NFT space. “The logistics, how to integrate the NFT into our systems, and part of the animation of the community on Discord. Discord is complicated. There’s a lot of testing and learning going on, he says, including how to prevent bots from buying NFTs first.

Part of Boutté’s mission is to educate Kering’s 42,000 employees. A recent initiative took the form of an internal video game called NFT Serious Game, designed to familiarize employees outside the technology team with the metaverse. Around 2,000 Kering staff signed up to take part in the game, which spanned 13 levels, including one that required players to download and create an account on Discord.

A Snowy Owl NFT, one of the owls created as part of the Serious game launched by Kering on Discord. It refers to the company logo.

Photo: Al Dente

Beyond Kering, Boutté is confident that the combination of the huge investments taking place in the field and the level of talent coming in will make Web3 more intuitive and user-friendly in the years to come. Kering intends to “be ready when Web3 reaches a wider audience,” he says.

“This has profound implications for our business. When you sell an NFT, with the smart contract, you take commissions on each transaction, the second, the third… There is a real change which is exciting but which must be understood, which is why we are adopting this test-and-learn approach.”

Correction: This article has been updated to remove the incorrect reference “2.5 million people use video games” in the sixth paragraph. 2.5 billion people use video games. Also corrects Balenciaga show title to “Afterworld” in fifth paragraph.

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