Dapper Labs’ officially licensed NFL All Day NFT platform was officially launched last month. During the first few weeks of the NFL season, something interesting was noted in sales data: users bought more NFTs on Sundays, and a few days a week when games were played in real life.
In the current bear market, this has significantly affected NFT prices and sales volumes as the nfl All Day gains are recorded at a prominent level.
On both September 12 and September 19, NFL All Day appeared at the top of the NFT market rankings for 24 hours, surpassing The Bored Ape Yacht Club and other expensive “blue chip” projects. While the average sale price of Bored Ape in September so far is ETH worth around $110,000, the average selling price of NFL All Day is just $31.
On Sunday, September 11, NFL All Day recorded secondary market revenue worth nearly $1.17 million, according to data from CryptoSlam, up nearly 283% from the previous day. And that momentum was continued the next day with more than $1.1 million on Monday, September 12.
This development trend was maintained a whole week later. On Sunday, September 18, the platform posted NFT sales worth more than $905,000 – a 204% increase over the previous day. After that, sales continued to rise slightly the next day, with nearly $906,000 on Monday, September 19. However, NFL All Day sales dropped significantly on Tuesday.
Many individual NFL All Day NFTs are also sold on Sundays and Mondays with the average sale price increasing over time. For example, on Saturday, September 10, the platform recorded over 10,900 NFTs sold at an average price of around $28 per NFT. The next day, nearly 29,400 NFTs were sold on the platform for an average price of less than $40 per NFT.
Dave Feldman, Senior Vice President of Marketing at Dapper Labs said that the company has noticed increased engagement on all game days. including Sunday, Monday and Thursday. Indeed, CryptoSlam’s data shows a smaller, but still noticeable, change from Wednesday to Thursday every day since the start of the regular season.
“This should come as no surprise to us,” Feldman said, who pointed to several potential reasons collectors might buy more NFTs in games. One is that Dapper has launched a Playbook feature that offers weekly challenges based on NFT collection and interaction with the platform, especially on game days.
New Week. New Challenges.
Week 3 of #NFLALLDAY Playbook is here! ❌⭕️
— NFL ALL DAY (@NFLALLDAY) September 21, 2022
Users who complete challenges can win rewards ranging from cosmetic perks for their profiles such as trophies and banners to NFT packages. Feldman sees NFL All Day as a complement to routines for fans beyond online game days, including chatting on social media or participating in fantasy leagues.
“We’re not asking anyone to change their behavior,” he said. “Instead, we just give them the opportunity to own a piece of the activity they’ve been so passionate about.”
Feldman also credited the Playbook feature with driving traffic coming from the NFL All Day community, with visitors to Discord servers increasing by 53% per week during the first week of the season, discord chat activity increased by 65%.
Dapper Labs is also promoting its NFT collecting platform on the official NFL Network channel, featuring star Patrick Mahomes, kansas city’s captain. It is also using paid advertising on social media to try to attract new users.
NFL All Day takes a similar approach to Dapper’s NBA Top Shot platform, which exploded into the mainstream in early 2021 as the NFT market emerged. Both platforms take available featured videos from each respective tournament and turn them into digital collections, each of which is limited to certain versions. An NFT is a blockchain token that represents ownership of an item, such as collectibles and artwork.
But the NFL has a very different tempo than the NBA. While the basketball league has games throughout the week, the NFL centralizes most games on Sundays, with only a few being held on Mondays and Thursdays. That helps Dapper focus on content and promotions on certain days. And this also brings clear sales to the collection.