Key Takeaways
- The collaboration between Xociety and Adidas, which introduces $129 NFT mystery boxes with in-game items, has sparked some skepticism.
- With Xociety only accessible through limited playtests, some in the community have questioned its quality.
- The reaction to Xociety highlights the broader skepticism toward Web3 gaming.
SUI’s breakout Web3 title, Xociety, just landed a major brand deal with Adidas, but not everyone’s impressed.
What should have been a hype moment for the game is instead fueling fresh doubts about its direction, and raising familiar questions about how Web3 projects are prioritizing player experience.
Xociety x Adidas Partnership
Set to launch on May 16, the Adidas collaboration will offer 2,600 mystery boxes containing branded virtual apparel for Xociety players. Each box will cost $129.
Every box will include XCS tokens (which represent corporate shares), authenticity certificates, and items labeled with rarity tiers such as “Uncommon,” “Rare,” “Epic,” or “First.”
The boxes will be available on Tradeport, SUI’s NFT marketplace, and the sale will run until May 23. All acquired apparel can be traded on compatible marketplaces.
Although the initiative aims to blend fashion and gaming within the Web3 ecosystem, mystery boxes have long faced criticism from gamers. As the game’s release approaches, doubts about its overall focus and quality are mounting.
The scrutiny comes as interest in SUI’s gaming ventures has reached new heights in recent months.
Last week, Playtron announced an exclusive programmable stablecoin on the network, in the lead-up to its upcoming handheld gaming device.
Community Concerns
The inclusion of NFTs and tokens in games continues to be controversial, with many gamers rejecting monetized mechanics like loot boxes.
To date, Xociety gameplay has only been accessible to a limited group of play testers. The lack of public gameplay or detailed reviews has led to speculation about the game’s quality.
In a post on X, a user named Web3Weasly voiced concerns over the game prioritizing loot boxes ahead of a solid gameplay experience:
“So, how is the actual game? It’s not launched and is only available via limited playtests, so it’s very hard to tell at this point,” he wrote.
He argued that mystery boxes filled with in-game merchandise won’t drive long-term player retention, emphasizing that a strong “gameplay loop” is essential to keep players engaged.
He added that NFTs and major brand partnerships “won’t fix an unpolished game.”
However, there is currently no evidence to suggest that Xociety is unpolished. Footage from previous playtests shows generally smooth gameplay and solid visuals.
This kind of reaction instead underscores the broader skepticism surrounding Web3 gaming, where assumptions often emerge before players have direct experience with the product.
The Xociety team appears confident in its offering, replying to the user with an invitation to join the upcoming playtest and “find out” the game’s quality firsthand.
The game’s largest playtest to date is set for May 15–23, featuring a $100,000 prize pool and integration with Epic Games.
Web3 Gaming Skepticism Persists
The reaction to Xociety’s Adidas partnership highlights a broader debate over brand deals in gaming.
In traditional gaming, brand collaborations, such as Fortnite’s tie-ins with Disney and prominent music artists, are generally well-received. These deals focus on time-limited cosmetics and live events, without financial speculation.
In contrast, Web3 partnerships frame branded content as collectible, tradable assets. While this model offers players actual digital ownership, it also introduces a new relationship between player and content.
This shift in traditional expectations continues to present challenges for Web3 games trying to appeal to mainstream audiences.
In a December interview with CCN, Theo Agranat, Director of Web3 at Gunzilla Games, acknowledged the skepticism surrounding Web3 gaming:
“It holds game developers accountable and encourages them to be as transparent as possible in order to be able to prove themselves,” Agranat said.
He added that, in the future, the distinction between traditional and Web3 gaming will likely disappear:
“It will all simply be ‘gaming,’ irrespective of the technologies used to facilitate a great user and gamer experience.”
Kurt Robson is a London-based reporter at CCN, specialising in the fast-moving worlds of crypto and emerging technology. He began his career covering local news in Cornwall after graduating from Falmouth University with First Class Honours in Journalism. There, he cut his teeth on everything from council meetings to missing swans.
He quickly rose through the ranks to become a frontline journalist at several of the UK’s leading national newspapers. Over the years, he has interviewed musicians and celebrities, reported from courtrooms and crime scenes, and secured multiple front-page exclusives.
Following the upheaval of the COVID-19 pandemic, Kurt shifted his focus to technology journalism—just ahead of the AI boom. With a natural curiosity and a trained eye for emerging trends, he has found a new rhythm in reporting on innovation.
At CCN, Kurt's work focuses on the cutting edge of crypto, blockchain, AI, and the evolving digital world. Drawing on his background in people-first reporting and his deep interest in disruptive tech, Kurt delivers stories that are insightful, entertaining, and human-centric.
