EA Sports activities and Nike introduced yesterday that, in some unspecified time in the future within the “future”, video games like FIFA and Madden will function integration with .Swoosh, which Nike describes as its “new digital neighborhood expertise”.
What does that even imply? It’s an NFT (non-fungible token) platform, a crypto-adjacent rip-off that blew up in 2021 then crashed arduous in 2022, a rise-and-fall that’s maybe finest illustrated with this graphic:
Regardless of this, and a wider public response to the idea that landed someplace between ambivalence and condemnation, there are nonetheless some corporations keen to stay it out. Partly as a result of they’ve bought one eye on the long run, and likewise possibly as a result of they signed a bunch of contracts in 2021 and now should see them by means of.
This deal particularly is described as:
Nike Digital Studios and EA SPORTS are as we speak saying a brand new partnership aimed toward enhancing and personalizing the digital sports activities expertise for followers everywhere in the world. This collaboration brings collectively two of the most important names in sport and leisure and can result in all new methods for members of .SWOOSH, Nike’s new digital neighborhood expertise, and EA SPORTS followers to specific their private model by means of play.
What’s funniest concerning the announcement, maybe, is that even Nike and EA are embarrassed by (or deliberately obfuscating, you choose!) the reality, which is why you received’t discover point out of the time period NFT within the information, or perhaps a reference to Web3. As an alternative EA merely says the partnership will make “.SWOOSH digital creations obtainable permitting members and gamers distinctive new alternatives for self-expression and creativity by means of sport and magnificence.”
EA Sports activities video games supply that already, after all, typically within the type of free unlocks, others that it’s a must to pay for utilizing in-game (or real-world) forex.
