5/18/2023 0 Comments Axie infinity cardHe says he prefers a hold-and-assess approach to Bondee, despite the immense opportunities for brands to explore potential collaborations across uncharted waters through rapid advances in digital and programmatic advertising avenues. He says speed is the essence of most of what marketers do, and the 'early adopter/mover advantage' term gets thrown around rather liberally here. (L-R) Shn Juay, Michael Patent, Cedric WcekeĬedric Wceke, the regional PR lead at Circles.Life has played Bondee. "The value proposition is unclear, and brands should be wary of jumping on Bondee with a FOMO-based strategy, as brands did with Web3 last year." "Brands should first and foremost be concerned about whether Bondee as a platform offers real value to its userbase and who are the primary target audiences anyway? It has been geared towards Gen Zs but designed and built on Millennial interests," Patent explains to Campaign Asia-Pacific. More importantly, he suggests that when most brands get around to understanding Bondee and developing a meaningful creative concept, the game could lose 90% of its user base, which could no longer be showing up. He says the critical metric for Bondee will be their 30-day retention and engagement numbers. Michael Patent, founder and president of Culture Group, predicts like Animal Crossing, Axie Infinity and the social networking app BeReal, Bondee will likely be gone just as quickly as it came onto the scene. In contrast to the early days of the pandemic when Animal Crossing dominated the scene, Bondee's journey has been turbulent. Users threatened to uninstall the app after learning about plans to introduce non-fungible tokens (NFTs), prompting Metadream to backtrack. In addition, reports linking Bondee to a Chinese developer have fueled these concerns. Users have raised concerns about privacy following rumours of a data leak, which Metadream, the app's creator, has denied. In addition, players can also participate in activities such as through the "sailing" feature, where users can explore unfamiliar universes to meet friends beyond their circle or enter private chats with their friends' avatars and go into "party mode" together.ĭespite its rapid growth, the app has encountered several challenges. Socialising activities include lounging in chairs, petting their pets, and standing around on the home page.įor example, users can leave notes for friends who are offline and visit their virtual rooms to do the same. The app allows users to socialise with each other through their digital avatars, which they can style with different hairstyles, clothing, footwear, and accessories. Bondee has experienced an impressive surge in popularity, with over two million downloads just two weeks after its debut on Apple's App Store and Google Play at the start of 2023.Īccording to Data.ai, Bondee topped the charts for weekly downloads in several countries, including Singapore, the Philippines, Thailand, Malaysia, and Taiwan, during the final week of January.īondee claims to be a metaverse, but it more closely resembles a simulation game from the early 2000s.
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