Inside Asian Gaming

IAG DEC 2021年12月 亞博匯 101 數碼聚焦 數碼收藏品 在2021年搶佔媒體頭版的眾多事物中，肯定包括數碼收藏 品以NFT以作為品牌互動的市場推廣工具的形式降臨。從技術角 度，這些數碼資產包含了一組被保存於一個電子帳之中的獨特 數據，能夠證明該資產的真實性。收藏家對於NFT的興趣於本 年第三季大幅提升，在全世界錄得交易額達106.7億美元，比起 2021年第二季上升704%。螞蟻集團、騰訊及京東都已經為中國 市場開設數碼收藏品交易市場。阿里巴巴的數碼收藏品交易網站 Guang Jian於本年較早前成立，用來展示及售賣電競、數碼版 權、數碼藝術、數碼收藏卡等收藏品。在中秋節時，阿里巴巴就 以1元人民幣的價錢，在阿里巴巴區塊鏈平台螞蟻鏈的基礎上推 出了數碼收藏月餅，並且通過其電子商業平台淘寶發售。螞蟻集 團的支付寶亦為了2022年亞洲運動會發出電子收藏品，當中有 亞運立體數碼火，並且亦得到螞蟻鏈平台的支持。阿里的對手騰 訊也根據該公司的至信鏈經營數碼收藏品交易平台幻核。 然而，有鑑於中國人民銀行在今年9月發出的一系列聲明中 重申，與虛擬貨幣相關的商業活動仍屬非法，這些數碼資產在中 國市場的走向並未清晰。騰訊亦在隨後把他們平台上有關的資 料中的NFT改成數碼收藏品，從而避免與金融投機及投資有所關 聯。支付寶也在8月起要求買家需要持有數碼收藏品最少180日方 能轉讓或轉售。為了進一步符合法律規定，螞蟻集團、騰訊及京 東都在10月底與中國監管當局簽署了一份關於數碼收藏品或NFT People’s Bank of China that reiterated the illegality of virtual currency-related business activities. Ant Group and Tencent subsequently renamed references from NFT to “digital collectibles” on their platforms in order to remove any association with financial speculation and investment. Alipay also introduced the requirement in August for purchasers to hold digital collectibles for a minimum of 180 days before transferring or reselling the digital asset. In a further effort to support compliance, Ant Group, Tencent and JD.com signed a self-regulation convention on digital collectibles/NFTswith Chinese state regulators at the end of October, committing to prevent speculation, financial risk and association with virtual currencies in the digital creative industry. Beyond the regulatory considerations, brands are exploring digital collectibles as a medium to target new customers through digital giveaways, treasure hunts and promotions. F&B outlets have used NFT giveaways as a promotion mechanism to build in-market awareness among consumers and employees for new product launches. McDonalds China issued a set of NFTs to celebrate its 31st anniversary in the China market, based on the design of the new McDonald’s China HQ offices. Tourist sites have also been in the front line of digital collectible creation as a means of popularizing their cultural assets and educating the public on cultural history. China’s Hubei Provincial Museum released a series of digital The undoubted media sensation of 2021 has been the ascendency of digital collectibles, or non-fungible tokens (NFTs), as marketing vehicles for brand engagement. 在2021年搶佔媒體頭版的眾多事物中， 肯定 包括數碼收藏品以NFT以作為品牌互動的市 場推廣工具的形式降臨。