Select Page

Abbie Chatfield secures new radio gig with Hit Network
Flash seeks head of brand and marketing leader
Mumbrella’s Summer Shorts series – ep. 19
Market enters 2022 with momentum despite ‘dynamic’ situation, says Nunn Media’s Chris Walton
Whispir appoints Annie Wissner as chief marketing officer based in the US
Advertising is fuel on the fire of the climate emergency
Woolley Marketing: Is there a purpose to brand purpose?  
Digital accountability to improve the mental wellbeing of young people won’t work
Adland’s expectations are out of step with the reality of cinema
A 4-day work week could help your exhausted, demotivated staff
Will Novak Djokovic’s inclusion be a ratings win for Nine? The industry’s view…
PR wins and sins of 2021
Nine’s Greg Byrnes on being ‘relevant’ and the ‘power of talk’
What adland is most looking forward to in a post-COVID 2022
Nova’s Paul Jackson on latest Brisbane results and 2022 plans
Nine’s Roll the Dice on Creativity
Gumtree Media UpNext: The Future is Sustainable
What newsreaders really think about Novax Djokovic
McDonald’s dips its toe into swimwear with Budgy Smuggler range
12 months in, finally ad agencies can learn how to virtually pitch
The A-Leagues new logo looks suspiciously similar…
Let’s all buy new cars and go to the back of Bourke
Clubhouse launches new features to boost user experience
NITV announces programming schedule in the leadup to January 26
Mighty Craft appoints Half Dome as media agency
Australian Open launches into metaverse with NFT art collection
Bondi Sands announces four new activation spaces for 2022 Australian Open
Forward chooses Lewis Shields as head of strategy and growth
Andrew Gaze returns to 1116 SEN for new drive show
ABC Radio Adelaide announces new Breakfast hosts
MyState Bank launches Numbers & Feelings campaign via The Royals and CHEP Media
CommsCon Awards
Mumbrella Awards
Publish Awards
Travel Marketing Awards
Sports & Entertainment Marketing Summit
CommsCon Conference
Finance Marketing Summit
The Australian Open (AO) has joined the metaverse, launching 6,776 AO Art Ball NFTs, offering viewers the opportunity to purchase a piece of an AO tennis court surface.

The announcement:
The Australian Open will be the first Grand Slam to enter the metaverse, with the first minting of AO Art Ball NFTs linked to live match data, giving people around the world a unique opportunity to own a piece of the AO.
The AO will also serve up an advanced innovative experience for fans, through a virtual hosting of the AO in Decentraland, a 3D virtual reality platform, allowing any tennis fan access to explore the AO, wherever they are in the world.
“The Australian Open prides itself on being one of the most innovative sports and entertainment events in the world, and we are delighted that through our expansion into the Metaverse and Decentraland, more fans can engage with our sport than ever before,” Chief Commercial Officer Cedric Cornelis said.
“We work closely with some of the world’s best developers to ensure we stay ahead of consumer trends and continue to expand into new sectors in ways never before seen in tennis.”
Electronic line calling technology enabled NFTs, allowing fans to own the moment in real-time
As part of the Metaverse project 6,776 AO Art Ball NFTs will be minted for the almost one billion global viewers the AO attracts, making this a monumental opportunity to forever own a piece of the AO 2022.
Each AO Art Ball’s metadata will be linked to a 19cm x 19cm plot of each tennis court surface. If the winning shot from any of the 400+ AO matches lands on that plot, the NFT metadata will be updated in real-time to highlight the match information while providing the owner with additional utility such as limited-edition wearables, AO merchandise, and other benefits in the future.
Combining real-time court data with NFTs has never been attempted before and will provide incredible ways for global tennis fans to engage as NFT holders in the AO. When one of the 11 championship points lands on a plot, the NFT owner of that plot can claim and receive the tennis ball used in the championship point, in a specially handcrafted case.
This first-of-its-kind NFT is made possible by official match and ball-tracking data from AO matches.
“The court plot tied to the NFT will be revealed when the balls are minted, meaning a buyer can’t choose a specific position on-court. Down the line shots and the ace down the T are where you’ll want to be” Run It Wild Director Adam De Cata said.
The AO Art Ball collection is made of generative art right down to the fuzz
This breakthrough collection is made up of generative art, the algorithmic combination of different colour schemes, patterns and textures, ensuring each AO Art Ball is individual in appearance, right down to the fuzz on the ball.
Within the collection is also 22 AO Legend designs handcrafted from historical AO artwork, including the “Serving Man” silhouette, first introduced in the 1997 Australian Open, has been revived and reinterpreted on an Art Ball canvas.
The AO Art Balls also include over 160 NFTs from the AO Artist Series including designs from local and international artists, specifically created for AO 2022.
AO Decentraland provides unprecedented access
In a major metaverse move, the AO will launch the first truly decentralised tennis experience in Decentraland, a 3D virtual reality platform, allowing any tennis fan access to explore the AO, wherever they are in the world.
Fans can now unite around their love of tennis virtually, and explore the AO precinct online in AO Decentraland for the duration of the tournament. They’ll be able to discover the precinct, complete challenges, view historic AO content, interact with players and other tennis fans, all from their laptops.
“We want the AO to be the world’s most accessible and inclusive sports and entertainment event, and with the unique challenges fans have faced getting to Melbourne we’ve fast-tracked our launch into the Metaverse,” Tennis Australia NFT and Metaverse Project Manager Ridley Plummer said.
“Taking the AO into the Metaverse is an important step to provide truly global access to our great event.”
Media wanting an exclusive preview for the Decentraland virtual AO experience, this weekend should email
AO metaverse and NFTs, just the beginning of AO’s Web3 strategy
The AO teamed up with blockchain studio and metaverse specialists, Run it Wild, along with Web3 advisory and strategists Rarer Things to create AO Art Ball NFT and AO Decentraland blurring art, sport and technology.
As the race into the metaverse heats up amongst major tournaments and codes, the AO creates a high standard for its foray into Web3.
Linking NFTs to match data increasing engagement for NFT owners, meanwhile virtualising the entire AO precinct expanding access to global tennis fans through its world-first partnership Decentraland — are truly bold innovations befitting of the AO’s history of tech-firsts.
Source: Australian Open media release


This website uses cookies for proper functioning and enhancing the user experience. By clicking ‘Accept’ on this banner or using our site you accept our use of cookies. You can also ‘Read More’ to view our Cookie Policy and learn how to control them. Read More
Sign up to our free daily update to get the latest in media and marketing.


trakya nakliyat hayır lokması