Analysis of the Reasons for the Termination of Starbucks Odyssey and the Future of Web3 Royalties

I have transcribed and organized information from the Odyssey's NFT marketplace.

Good morning.
I am mitsui, a web3 researcher.

Today, I will discuss the factors leading to the recently announced "Starbucks Odyssey End" and the future of the web3 loyalty program that can be seen from there.

«Table of Contents»
😨Starbucks Odyssey Ends
📈Analyzing On-chain Data
🧐Discussing the Reasons for Termination from Data
✨Future of web3 Loyalty

😨Starbucks Odyssey Ends

"Starbucks Odyssey" is a loyalty program that Starbucks announced on September 12, 2022, utilizing web3. It is positioned as an extension of the existing rewards program, and participants can accumulate stamps NFT and points each time they answer quizzes or clear quests. They could get exclusive benefits by saving them.

https://www.culture3.com/posts/how-americas-biggest-loyalty-programme-is-using-nfts

https://www.culture3.com/posts/how-americas-biggest-loyalty-programme-is-using-nfts

Although it ended without being accessible in Japan, "Starbucks Odyssey" showed great excitement in the United States, with the creation of unofficial "hint sites" and other activities.

https://www.odysseytips.com/home

For example, by accumulating points, you could receive benefits like the following. The benefits varied by season, and these are not exhaustive but examples from some organizations.

https://www.odysseytips.com/benefits

"Starbucks Odyssey," which had been showing this excitement, will end on March 31, 2024. It was announced on the official website on March 15. The Discord will also be closed on March 19. The points will expire, but the NFTs will remain and can continue to be traded on the marketplace.

Regarding the future, it was commented, "While the Starbucks Odyssey Beta Program is coming to an end, we're excited about what's to come next. We appreciate your ongoing engagement and feedback. We are grateful for this opportunity to test various ways to drive community and loyalty at Starbucks and look forward to bringing these learnings to a broader audience."

Although it was originally positioned as a beta version, it was often talked about as a success story in the web3 industry, so many people may have been surprised by the sudden end.

Let's analyze and consider the factors behind its termination.

📈Analyzing On-chain Data

I'm sorry for the detailed numbers, but I have transcribed and organized the information from the Odyssey's NFT Marketplace.