Why OpenSea’s CMO Thinks the Next NFT Wave Will Be About Real‑World Assets

The Emergence of “Phygital” Assets

Many of the examples Hollander highlights fall into a growing category often called “phygital”—a blend of physical and digital assets linked through blockchain tokens.

In a phygital model, an NFT could represent a physical collectible held in secure storage, verify the authenticity of luxury goods, or function as a transferable ticket for events. The blockchain ledger provides a transparent record of ownership while allowing the asset to move across digital marketplaces.

This approach aligns closely with blockchain’s original strengths: recording ownership, preventing counterfeits, and enabling peer‑to‑peer marketplaces for scarce assets.

How AI and Simpler Platforms Could Expand Adoption

Hollander also points to emerging technologies and better user experience as key factors that could drive the next adoption wave.

AI tools could make it easier for creators and companies to generate, manage, and interact with on‑chain assets. By automating technical steps, AI may reduce the complexity that has historically limited participation in Web3 ecosystems.

At the same time, platforms like OpenSea are working to simplify the onboarding process by introducing features such as:

• Fiat payment options and USD pricing
• Multi‑chain support that hides network complexity
• Unified interfaces that combine NFTs with other crypto assets

Reducing friction matters because most mainstream users are unlikely to manage wallets, bridges, gas fees, and multiple blockchains just to buy a collectible or ticket.

OpenSea’s Shift Toward a Broader On‑Chain Platform

Hollander has also described OpenSea evolving beyond its original role as an NFT marketplace. The company is developing a broader application where users can interact with multiple on‑chain assets—including NFTs, tokens, meme coins, and other crypto products—in a single interface.

This strategy reflects a wider trend across crypto platforms as they diversify beyond traditional NFT trading after activity cooled significantly from its peak.

Can Utility Bring the NFT Market Back?

The push toward practical use cases comes after a steep decline in NFT activity following the 2021–2022 boom. Some sectors of the market have seen trading volumes fall dramatically in subsequent years, with art‑NFT trading volume alone dropping more than 90% from its peak.

Hollander’s argument is that NFTs themselves are not fundamentally flawed—the earlier cycle simply focused on the wrong applications. If tokens are tied to real collectibles, real experiences, or digital economies with genuine utility, they may become a sustainable part of online commerce.

However, the model still faces significant challenges. Phygital systems require reliable custody for physical assets, trustworthy authentication methods, and clear legal frameworks for tokenized ownership. Without those pieces, the technology alone may not guarantee widespread adoption.

The Bottom Line

Hollander’s vision reframes NFTs as infrastructure rather than speculative collectibles. Tokenized trading cards, luxury goods authentication, ticketing systems, and gaming assets could form the foundation of a new generation of blockchain marketplaces.

Whether that shift can fully revive the NFT market remains uncertain. But if NFTs return to mainstream attention, the catalyst may come from practical ownership and utility—rather than hype around digital avatars.