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Limit Break will air a 30-second spot during the Super Bowl.
Limit Break, a blockchain-based game developer, is airing a Super Bowl ad that will give away 40,000 NFTs. The free token release is meant to build excitement for the company’s forthcoming online fantasy mobile game, DigiDaigaku.
The 30-second ad will feature a QR code, which users can scan in order to access one of the “Dragon” series tokens until supply runs out. Each token can ultimately be used to enhance player experience in DigiDaigaku but will require a crypto wallet to be stored. The ad was created in-house and will run during the Super Bowl’s first commercial break.
The mobile game, which rolls out later this year, was founded on a blockchain variation of the “free-to-play” model, which entails Limit Break never selling assets to players. Players, however, will be able to sell assets to each other.
DigiDaigaku and Gabriel Leydon, co-founder and CEO of Limit Break, teased the ad on social media this week.
Although this is Limit Break’s first Super Bowl effort, the company has ties to Big Game advertising. Its founders, Leydon and Halbert Nakagawa, previously started Machine Zone, a separate mobile gaming company that has aired multiple Super Bowl ads for titles such as “Game of War: Fire Age” and “Mobile Strike.” These commercials featured celebrities Kate Upton and Arnold Schwarzenegger, respectively.
NFTs, and the cryptocurrency industry in general, are expected to have a quieter presence at this year’s Super Bowl, on account of a bearish market and stingier marketing budgets. The 2022 game saw numerous exchanges air commercials, as well as NFT imagery in Bud Light Next’s ad.
Limit Break’s “Dragon” series is the latest collection of NFTs that the company will release in preparation for the launch of DigiDaigaku. A whitelist opportunity, which grants priority access to the tokens, was opened last week. Each of the previous 11 collections hinges on the anime-style characters and components of the game. The NFTs are distributed through the OpenSea marketplace and live on the Ethereum blockchain.
In this article:
Asa Hiken is a technology reporter for Ad Age covering the intersection of Web3 and marketing, including crypto, NFTs and the metaverse.
