Starbucks announces the closure of its Starbucks Odyssey Beta platform, ending its NFT-based rewards program. Get insights into the closure and what's next.
Global coffee powerhouse Starbucks declared on Friday its decision to close down its Starbucks Odyssey Beta platform, a platform that distributed NFT-based rewards minted on Ethereum scaling network Polygon.
March 31 marks the shutdown date for the Odyssey Beta platform, with platform quests accessible until March 25. The Starbucks Odyssey Discord server will be deactivated earlier on March 18. There's no definitive plan for Starbucks' return to the NFT scene.
"The conclusion of the Starbucks Odyssey Beta is necessary to pave the way for what lies ahead as we continue to refine the program," stated an official FAQ.
The FAQ further mentions Starbucks' commitment to "establish a space for members to stay connected in the future," without indicating whether the platform will reappear in its current form or if an "enhanced" version will emerge.
"Although the Starbucks Odyssey Beta program is ending, we eagerly anticipate unveiling what's next and appreciate your unwavering participation and input," the FAQ emphasized. "We are grateful for the opportunity to experiment with various methods of fostering community and loyalty at Starbucks, and we eagerly anticipate sharing these insights with a broader audience."
Starbucks Odyssey debuted in closed beta towards the end of 2022, with the coffee giant emerging as one of the prominent examples of a major brand venturing into the Web3 realm. It joined several other major brands on the Polygon platform around that time.
Promoted as an expanded rendition of its existing Starbucks Rewards program, Starbucks Odyssey provided perks to users for purchasing coffee and other items in stores, as well as for engaging with quizzes and other content on the platform. It subsequently offered a range of rewards, including NFT stamps, beverage crafting workshops, or even a tour of a Costa Rican coffee plantation.
Since its launch, Odyssey has remained in closed beta, with Starbucks intermittently admitting more users and conducting sales for limited edition NFT stamps that could be traded. Free NFT stamps distributed to users in 2022 experienced a surge in demand in early 2023, with some NFTs fetching nearly $2,000 on secondary markets.
According to Starbucks, the branded Odyssey marketplace will "migrate to the Nifty marketplace," referring to Nifty Gateway, the brand's technical collaborator on the project. Additionally, the Polygon-based NFT stamps can be transferred outside the platform and utilized or traded elsewhere.