Fox Entertainment and its blockchain subsidiary Blockchain Creative Labs (BCL) have officially launched Maskverse.com, a non-fungible token (NFT) marketplace and community dedicated to the hit singing competition series 'The Masked Singer' (TMS). The platform is powered by the Eluvio blockchain and aims to bring digital collectibles to the show's massive fan base.
Fox's NFT Strategy
In mid-May 2021, Fox Broadcasting Company announced the creation of Blockchain Creative Labs as its NFT division. By June, Fox had teamed up with Bento Box Entertainment (BBE) to establish a $100 million fund to empower NFT content creators. The launch of Maskverse represents Fox's first major integration of its flagship IP into the NFT ecosystem.
The Maskverse Marketplace
According to Fox and BCL, Maskverse.com allows fans to "build their own collection of limited-edition digital masks for every character from all six seasons of the series to unlock surprises and exclusive giveaways." The NFT drop began on October 13, 2021 at 5:30 p.m. EST in multiple stages:
- Stage One: Fans create a digital media wallet via Eluvio and receive a free "Miss Masky" NFT.
- Subsequent Stages: Visitors can purchase "Mask Packs" containing character cards from TMS, which unlock a marketplace for buying, selling, and trading cards to complete sets, as well as premium digital merchandise.
About 'The Masked Singer'
'The Masked Singer' premiered on January 2, 2019 on the Fox network, hosted by Nick Cannon. The judging panel includes Ken Jeong, Jenny McCarthy Wahlberg, Nicole Scherzinger, and Robin Thicke. Based on a South Korean format, the show features celebrities performing in elaborate costumes and masks to conceal their identities. It was named the "Hottest Reality/Competition Series" by Adweek during its first two seasons, and its third season set viewership records, especially during the COVID-19 pandemic.
Market Impact
Fox's move signals a major entertainment conglomerate embracing NFTs to deepen fan engagement and generate new revenue streams. Maskverse goes beyond a simple marketplace — it is a community hub built around the TMS franchise. Fox and BCL have hinted at upcoming blockchain-powered games tied to the series. As the NFT market matures, Fox's approach could serve as a blueprint for other media companies seeking to leverage blockchain technology.