Is web2.5 better than web3.0?

Enter Web2.5, a new term — and solution — being discreetly shared among executives facing pressure to flip the switch from Web2 to Web3.

 Web2.5 describes the reality of a transition period, according to Serotonin, a digital marketing agency that has worked with Adidas and Sotheby’s to develop metaverse and Web3 strategies. “Brands are still trying to figure out [Web3], and some of them feel uncomfortable with that feeling of not knowing,” says Claire Jencks, content manager at Serotonin. “But the brands that are pushing into this space are a bit more open with experimenting.”

The concept of Web2.5 also offers breathing space for consumers to become used to Web3 features, says John Linden, CEO of blockchain-based gaming company Mythical Games,

A key element of Web3 that remains largely unrealised is decentralisation — people engage with assets directly rather than through a centralised entity such as a bank. For brands, this can be particularly daunting: it raises questions and concerns around licensing practices.

The concept of Web2.5 also offers breathing space for consumers to become used to Web3 features, says John Linden, CEO of blockchain-based gaming company Mythical Games. 

To relieve potential concerns about the decentralised, community-driven dream that is Web3, Serotonin has published a comprehensive report today that outlines how creative and media industries, along with consumer goods and food sectors, are expanding existing capabilities with success.

Connecting Web3 assets such as NFTs to physical goods is a prime example of Web2.5, says Everett Muzzy, Serotonin VP of content. “The number of times that Nike has slightly rebranded itself or its audiences just proves how agile a company it is. It is not not only accessing but bringing in an entire Web3 audience. It did that very intelligently through something like Rtfkt, which had grown natively in a very committed and very engaged Web3 native audience.”

Source : web.