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December 9, 2022

Creating Invisible Web3 Experiences

Marcos Sanchez
Head of Communications

Blockchain, NFTs, and crypto product launches are typically filled with tech jargon and speculation. They’re essentially designed to seem cool or speak to a very specific audience that often has a lot of “insider” knowledge and know-how. That lies in stark opposition to what we need for mass market adoption. Applications that use blockchain and crypto behind the scenes to power experiences in unique ways specific to the utility of these technologies and do so making great user experiences first and foremost. 

Getting to billions of consumers is going to require a “user first” approach that actually puts crypto into the background as a supporting technology in many cases. That’s why SKALE partner, Fireside, announcing an industry first partnership to pioneer Tyler Henry’s membership site, “The Collective”, on their interactive streaming platform is so incredibly exciting. 

Fireside’s launch of Tyler Henry’s fan collective membership represents the first truly mass consumer use of blockchain technology for a high profile brand where the NFT is invisibly embedded in the tech stack, and used in a way that shields consumers from the complexity and hype typically associated with the use of blockchain products. 

Memberships purchased on Fireside are using SKALE’s blockchain infrastructure. Underlying each membership are erc-1155 tokens, otherwise known as NFTs, that allow creators to offer their users expandable programmable benefits that can ebb and flow organically with time. Creators can choose to expand a member’s benefits through a variety of mechanisms including paid tiers, sweepstakes or up leveling through activities. 

What’s most compelling about this application is that users will not need to understand blockchain/crypto, nor will they need to navigate through complex UX. In fact, they won’t even need to know they are using NFTs. All they know is that they get a membership to the Tyler Henry Collective. This has a host of benefits including: the ability to participate in live virtual group readings, early access to events and tickets, potential for private readings, Q&A sessions, giveaways, special guest drop-ins and will be the first to learn about breaking news. Tyler is HOT, and has a waitlist for a reading that is over 600,000 people. 

In our original announcement of the Fireside/SKALE partnership, Falon Fatemi, Fireside Co-Founder and CEO said, “While we were approached by many blockchain solutions, we’re thrilled to partner with SKALE to power the most performant, secure, and eco-friendly solution. Together, we’re consumerizing the Web3 experience to help creators launch first-of-its-kind networks with NFT powered network memberships and transition to leveraging this powerful technology to create entirely new business models and create the studio, networks, and streaming platforms of the future.” 

This is an incredibly exciting moment that needs recognition beyond simply a huge celebrity deal, this shows how blockchain technology can be integrated successfully into the tech stack for mass markets. Jack O’Holleran, CEO SKALE commented, “Blockchain is an infrastructure layer technology and should be working behind the scenes. One of the biggest problems the industry has faced is the lack of growth into the mainstream. This is in part due to the fact that many apps have focused on pushing users to drive value to their crypto as opposed to using crypto to drive value to their users.” 

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SKALE is an Ethereum native, modular blockchain network composed of high-throughput, low-latency blockchains that are optimized for Web3 user experience. SKALE chains offer zero gas fees to end-users and have advanced features such as on-chain file storage, interchain messaging, zero-cost minting, ML/AI smart contracts, and enhanced security features.

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