At the splendid dawn of a new crypto revolution, comedian Adam DeVine dropped a rather perplexing pitch for Bitget, a leading crypto exchange. This move is neither unprecedented nor surprising in the continuous saga of celebrities associating with crypto ventures. The recent past witnessed fervent trending instances such as Matt Damon’s infamous association with Crypto.com and FTX’s collaboration with Larry David, not to forget the consequential ridicule and lawsuits encountered.
However, as history attempts to repeat itself, BitGet is tapping into younger investors, particularly millennials and Gen Z, through their association with DeVine. Revealed in a press release, the strategic collaboration to lower the crypto and Web3 knowledge barrier is positioned as an attempt to make crypto more fun and accessible, thus inviting more youth into this transformative movement. This initiative indicates the expectations that these younger demographics would significantly shape our society’s transition towards increased crypto-adoption.
Simultaneously, it’s critical to consider the crypto exchange’s previous associations. Back in 2022, Lionel Messi became BitGet’s spokesperson leading the #MakeItCount campaign. Though Messi has been inactive in BitGet’s recent promotions, his past involvement in the NFT-based “Messiverse” and acceptance of crypto for a signing deal with Paris St. Germain Football Club undeniably strengthens the legitimacy of such collaborations.
However, the inclusion of Adam DeVine generates certain concerns. DeVine, renowned among a generation Bitget aims to engage, isn’t recognized as a crypto enthusiast. A 2019 Getty Image of DeVine explicitly highlights this aspect, specific to its non-availability for commercial purposes in NFTs/crypto, perhaps a Getty rule, not DeVine’s.
Moreover, the ad blitz leans heavily into mentions of Web3 staples like NFTs while exemplifying daily affairs unrelated to blockchain or crypto. Eventually, the exchange’s lack of NFT marketplace and non-inclusion of key offerings like spot trading and futures contracts raises some eyebrows. Additionally, the exchange’s limitations like unavailability in the U.S. pose barriers to potential users.
Despite the onset of the so-called crypto winter, Bitget has been defying trends by initiating plans for expansion. The exchange has been aggressively funding Asia-oriented Web3 projects while also expanding into new territories through its recent establishment in Dubai.
In conclusion, while such strategic collaborations are seen as efforts to broaden crypto’s reach and acceptance, it is essential to ensure that these associations do not turn into mere marketing gimmicks ignoring the underlying principles. It becomes crucial for these exchanges to listen, learn, and then lure the audience into this ever-expanding crypto universe.
Source: Coindesk
