Even better than the real thing?
The emergence of digital objects technology and economic ecosystems has created the potential for digital objects to be owned and shared – at scale - in the same way that that physical objects are.
Currently digital collectables (art, sports cards etc) and video game skins (think skins for in-game weapons, clothes for avatars etc) represent the most important use cases and the market size for these alone is already estimated to be well over over $100B per year.
Do we fully appreciate the psychology (ownership, social status, power hierarchy, etc) already in evidence around the ownership and use of digital objects (and rights) in the global massive multi-player online video game industry - with hundreds of millions of young people around the world (and in SA) already attaching significant value to such objects.
How might this trend start bleeding into the consumer goods space both at the individual product proposition level as well as in marketing related areas like loyalty, sampling and promotion.
What’s a “digital twin”? What are the experiential interfaces for digital objects both now and in the future?