Ubisoft’s official foray into the world of Non-Fungible Tokens has not had the best start; the announcement was trashed by fans, and the company’s “garbage” NFTs were largely ignored upon release. In a new interview with Australian site Finder, though, Ubisoft say the blame for this lies with us, not them.
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It’s an extraordinary interview to behold, from top to bottom. It begins, for example, with:
OK. And by the time we’re onto “In fact, I was excited by the launch of Quartz and Digits” you can probably see where this is going. The whole thing is a softball chance for Nicolas Pouard, VP at Ubisoft’s Strategic Innovations Lab and Didier Genevois, Ubisoft’s Blockchain Technical Director to clear the air and make a sales pitch for the much-derided Quartz campaign.
Instead of appealing to users, though, Pouard decides to tell us we’re all wrong, and that actually, this stuff is great:
We absolutely get it, Nicolas, and we want nothing to do with it. It’s telling that this is a sales pitch coming from someone in the crypto space, since it has the same dangerous and soulless hallmarks, of condescending hucksters who want to turn everything into a market, to transform even your leisure time into something that can and by divine right should be commoditised.
Of course he wants Ubisoft to push ahead with this, and “giving players the opportunity to resell their items” is the key sentence here. A big driver of money for them in this space won’t just be sales of NFT items, but the cut they get every time an item is sold and resold again. Endless money for doing literally nothing. Living the dream.
A lot of companies, big video game publishers included, have been dipping their toes into this market over the last 12 months for just this reason. As stupid as it is, it’s also usually explained away by it being a fad that involves making a quick buck out of suckers, and really, what public company wouldn’t want in on that action.
