Grails by PROOF Season IV: Exploring the Gamification of NFT Collecting
Collecting art has always been about more than just the art piece itself. It’s also about the story behind the piece and the artist who created it. In recent years, the rise of non-fungible tokens (NFTs) has given art collectors a new way to attribute provenance to digital objects. Artists like Alotta Money, Josie Bellini, Trevor Jones, and Beeple have gained recognition in the NFT space, proving that digital art is here to stay. However, the market has seen a recent downturn, with many NFT projects down 95% from their all-time highs.
In the midst of this volatility, Grails by PROOF has emerged as a unique player in the NFT space. Unlike other projects that focus on the artist’s identity, Grails abstracts away the artist’s name, creating a sense of mystery and speculation around each piece. Before a minting window, 20-25 pieces of art are revealed to a group of 1,000 whitelisted collectors. The catch is, no one knows which artist created each piece. This mechanic challenges collectors to assess the art solely based on its merits or take a gamble on guessing the artist’s identity.
Kevin Rose, co-founder of PROOF, came up with the concept for Grails, and the inaugural season was launched in February 2022. Eli Scheinman, head of art at PROOF, explains that the goal of Grails is to engage collectors in a way that goes beyond the financialization often associated with NFT collecting. By removing the artist’s name, collectors are forced to spend more time with each artwork and form their own connections with them.
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The first three seasons of Grails have attracted some of the biggest names in the NFT space, including Snowfro, Larva Labs, Tyler Hobbs, and Josie Bellini. Season IV, set for reveal on August 11, promises to push the boundaries even further. Scheinman plans to experiment with new mechanics and enhance the storytelling and production value of the reveal. Season four will feature three long-form generative collections using the Art Blocks engine, where the art is generated live at the moment of minting.
Storytelling plays a fundamental role in connecting with artwork, and Grails takes advantage of this by providing a unique and engaging experience for collectors. The journey from zero context to 100% context creates a sense of discovery and excitement for collectors as they uncover the artists’ identities and stories behind the art.
While the NFT market overall has seen a downturn, there have been notable sales within the space. Autoglyphs, Alpha Centauri Kid, and Drifter Shoots have all fetched high prices for their NFT artworks. Chinese contemporary artist Yue Minjun also entered the NFT space with his collection “Kingdom of the Laughing Man,” which quickly gained value on secondary markets.
In the midst of the bear market, many PFP (profile picture) collection holders have voiced concerns about the value of their holdings. Luca Netz, CEO of Pudgy Penguins, argues that building a globally recognized brand is key to accruing value for NFT holders. Brands like Pudgy Penguins, VeeFriends, and Doodles are diversifying their offerings and creating real-world touch points for their IP beyond the NFT ecosystem. By expanding their brand presence and appealing to holders, they create additional value for their NFT holders.
Amazon Prime has also dipped its toe into the Web3 gaming waters by partnering with Mojo Melee to give away NFTs to Prime subscribers. Mojo Melee is an auto battler game built on Polygon and played via web browsers and Android devices. This partnership gives a glimpse into the growing integration of NFTs and mainstream platforms.
Grails by PROOF Season IV embodies the spirit of innovation and experimentation in the NFT space. By abstracting away the artist’s identity, the project challenges collectors to engage with the art on a deeper level and sparks speculation about the artists behind each piece. With the upcoming reveal of Season IV, Grails promises to continue pushing the boundaries of what is possible in the world of NFT collecting.
