Starbucks releases the first beta testers for its web3 loyalty program.

Starbucks has unveiled its eagerly anticipated Starbucks Odyssey experience, which combines gamified elements with customer loyalty perks such as non-fungible tokens (NFT) collection.

The well-known coffee business gave a "limited group of waitlist members," which included staff and customers, access to the Web3 version of its Starbucks Rewards program. This allowed people to take part in interactive "Journeys" and earn "Journey Stamps" in the form of Polygon-based NFTs. The "Odyssey Points" that users earn will also provide them access to future benefits and experiences like virtual classes for crafting espresso martinis, one-of-a-kind gatherings, and trips to Starbucks roasteries and coffee farms.

"Starbucks Odyssey is an experience, surrounded by a digital community, where members can come together, interact, and share their love of coffee," the company said in a statement. "Starbucks is using meaningful elements of Web3 technology to reward members in innovative ways."

According to the firm, those who are on the waitlist will begin getting monthly invitations in January. The Nifty Gateway-powered Starbucks Odyssey market, where customers can purchase and trade their digital collector Stamps, will also be available to members who were invited to the beta launch. Starbucks claims that Odyssey members can purchase Stamps without a crypto wallet or using cryptocurrency by using a credit card.

Forum3, whose co-founder and co-CEO, Andy Sack, indicated that the inspiration for the idea stemmed from a desire to "please the consumer with unique digital experiences," provided support for the Odyssey project. Sack and former Starbucks Chief Digital Officer Adam Brotman, who oversaw the creation of the business' loyalty smartphone program with more than 50 million registered customers, formed Forum3.

"Adam and I had been sort of deep in NFTs and digital collectibles since early January of 2021," he said. "We were contacted by [Starbucks interim CEO] Howard Schultz ... and so that set of relationships aligned."

Sack claims that the initiative is a "next-generation loyalty strategy" created to strengthen the bond between customers and Starbucks. He claims that more businesses are starting to employ blockchain technology, expanding the audience for Web3 experiences.

"Web2 brands are awakening to the opportunity for a clear use case of the blockchain. And it exists in the form of next-generation loyalty – we have a word for that, we call it experiential loyalty." said Sack.