Stella Artois Uses NFTs to Auction Virtual Racing Horses in Branded Experience

The virtual racing will be run through a partnership with Zed Run

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Beer brand Stella Artois has entered the metaverse, the virtual shared space in which people can interact with online experiences, with a horse racing partnership like never before.

Partnering with digital horse racing platform Zed Run, AB InBev is running the U.K. initiative with the creation of a 3D racetrack through which online players can bid to own exclusive race breeds, each branded with Stella Artois ‘skins.’

“These ideas are going to start becoming more-and-more obvious to brands” Lindsey McInerney, the brewer’s global head of tech and innovation for AB InBev told Adweek.

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