Starbucks Ends its we3 Program, Odyssey Beta
The multinational coffee chain, Starbucks, has recently announced the discontinuation of its program that allowed customers to earn and purchase digital collectible stamps in the form of non-fungible tokens (NFTs), in order to make room for new initiatives. This decision aligns with a trend observed among other major companies in the past year.
The Odyssey Beta Adventure Comes to an End for Starbucks
The Starbucks program, called ‘Odyssey Beta,’ which will be closed on March 31st, enabled users to participate in coffee-themed games and challenges in exchange for digital stamps in the form of NFTs.
These stamps provided access to new benefits and interactive experiences. Additionally, the marketplace where users could trade their stamps, as well as the community Discord server, will also be shut down.
Vague Reasons
While the precise reasons for ending this program remain unclear, Starbucks has mentioned the necessity to pave the way for future initiatives, without specifying if another web3 development will replace it.
Upon its launch in September 2022, Starbucks had chosen the Polygon network for its energy efficiency, opting for a ‘proof-of-stake’ blockchain technology that is less energy-intensive than the first-generation ‘proof-of-work’ blockchains.
This decision echoes GameStop’s move in January, when it closed its NFT marketplace following various cuts to its crypto services. Around the same time last year, Meta also ended its NFT features on Facebook and Instagram, just ten months after their launch.
