NFL all day NFT sales increase on Sundays during football games

Dapper Labs’ officially licensed NFL All Day NFT collectibles platform opened to the public last month, and in the first couple of weeks of the NFL regular season, an interesting trend in the sales data shows: users are buying a lot more of Flow-based NFTs on Sundays, the day of the week when most of the real games are played.

In the current crypto bear market, which has significantly impacted NFT prices and sales volume, the NFL All Day spikes stand out.

On both September 12th and 19th, NFL All Day has appeared on top of the overall 24-hour NFT market charts at CryptoSlam, beating Bored Ape Yacht Club and other expensive “blue chip” projects. While the average Bored Ape sale price in September so far has been around $110,000 worth of ETH, the average NFL All Day sale price is just $31.

On Sunday, Sept. 11 — the first major slate of games this season — NFL All Day recorded nearly $1.17 million in secondary market sales, according to data from CryptoSlam, an increase of almost 283% from the previous day. And that momentum continued the next day, with just over $1.1 million on Monday, September 12.

It trended this week on Sunday, September 18, when the platform achieved an NFT sale worth $905,000 – a 204% jump compared to the previous day. This time, the sales figure grew ever so slightly the next day, with almost $906,000 on Monday, September 19. In both weeks, the total sales volume fell significantly on the following Tuesday.

Several individual NFL All Day NFTs sell on Sunday and Monday as well, and the average sale price jumps along the way. On Saturday, September 10, for example, over 10,900 NFTs were sold on the platform at an average price of around $28 each. The following day, nearly 29,400 NFTs were sold on the platform at an average price of just under $40 each.

Dave Feldman, senior VP of marketing at Dapper Labs, said Decrypt that the company has seen increased engagement during all game days, including Sunday, Monday and Thursday. In fact, CryptoSlam’s data shows a smaller but still notable bump from Wednesday to Thursday every day since the start of the regular season.

“This comes as no surprise to us,” said Feldman, who pointed to a couple of possible reasons why collectors might be buying more NFTs during games. One is that Dapper has launched one Playbook feature that serves weekly challenges based on collecting NFTs and interacting with the platform, especially on game days.

Users who complete the challenges can win rewards ranging from cosmetic benefits to their profile – such as trophies and banners – to packs of NFTs. Feldman sees NFL All Day as a supplement to football fans’ existing 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’re just giving them the opportunity to own a piece of the action that they’re already so passionate about.”

Feldman also credited the Playbook feature with driving traffic to the NFL All Day community, with a 53% week-over-week jump in visitors to the Discord server during the first week of the season, as well as a 65% increase in Discord chat activity.

Dapper Labs also advertises its NFT collection platform on the official NFL Network channel, with ads featuring Kansas City Chiefs star Patrick Mahomes, and also uses paid social media marketing to try to bring in new users.

NFL All Day is similar to Dappers NBA top shot the platform, which broke into the mainstream in early 2021 as The NFT market became prominent. Both platforms take existing video highlights from each respective league and turn them into digital collectibles, each limited to a certain number of editions. An NFT is a blockchain token that represents ownership of an item, such as collectibles and artwork.

But the NFL has a completely different cadence than the NBA. While the basketball league has games throughout the week, the NFL concentrates most of its games on Sundays, with only a couple of games played on Mondays and Thursdays. It gives Dapper an opportunity to focus content and campaigns on certain days – and it also gives clear sales increases.