Yuga Labs took its next step toward trying to build a broader media empire around the Bored Ape Yacht Club (BAYC) non-fungible token (NFT) series with the announcement of a cryptocurrency called ApeCoin, which will be the “primary token for all new products and services” from the company. That includes a newly announced play-to-earn blockchain game that the company plans to release later this year in partnership with the developer nWay.

ApeCoin’s initial use will be as in-game currency, but it’s being pitched as something that can be used beyond the confines of Yuga Labs’ titles. Starting tomorrow, it’ll be supported in Benji Bananas, a game from Animoca Brands, which also owns nWay. The hope seems to be that it could be adopted in even more titles or even used as a more general-purpose digital currency. ApeCoin will be governed by a new DAO.

If you have been wondering why crypto, NFTs, and Web3 are important to the media business, you are watching the evolution of a new species of media brand. While they are one of the most visible, BAYC is far from alone.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.



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