What’s your backstory?
“I’ve been in games, media, and entertainment for 25 years,” said Chris Heatherly, CEO of The Mystery Society. Chris started his career at Disney, where he spent 14 years, initially in consumer products, managing beloved toy lines like Disney Cars, Toy Story, and Disney Princess. Later, he transitioned to interactive media, becoming the general manager of Club Penguin and eventually leading Disney’s mobile games division.
From there, Chris moved to Universal Studios, starting their gaming business, and later entered the Web3 space, working with companies like Recur before founding his own.
Do you see an equivalence between collecting toys and NFTs?
Chris drew a direct comparison between the two. “Most collectible toy lines will have an NFT component,” he explained. He referenced projects like Courtyard, which tokenizes real-world assets like sports cards and Pokemon cards, making trading easier and more secure. The idea of keeping an asset digital until you burn the NFT to receive the physical version fascinated Chris.
He also mentioned Luca Nets and Pudgy Penguins, suggesting that toys on-chain will become an expectation in the future. “It’s so easy to do now,” he noted, discussing QR codes and chips as ways to integrate digital with physical.
What’s the future of NFTs and collectibles?
“Right now, we don’t have a lot of collectors. We have a lot of speculators,” Chris observed. He believes the NFT space is still highly speculative, with more people buying for financial gains than for true collecting.
However, Chris foresees a shift. “Over time, NFTs will become a boring technology,” he predicted. For Chris, success looks like NFTs becoming commonplace, where assets worth $1 or $2 are trading frequently, alongside rare, high-value items. The future of the market will lie in everyday, affordable collectibles rather than a few high-priced NFTs.
Is Web3 moving too fast?
Chris believes that many Web3 projects suffer from trying to achieve success too quickly. “There’s a real unhealthy dynamic in Web3 where everyone says they want the market to scale, but nobody does things that are consistent with scaling,” he explained. He emphasized the importance of affordability, noting that making products at $10 or $20 levels allows for broader appeal and increased trading.
According to Chris, “If you believe the market is going to scale, you’re not afraid to put out a product at $10.” He believes Web3 needs to stop treating itself as a get-rich-quick scheme and focus on long-term sustainability.
How do you build a community in Web3 compared to traditional gaming?
Chris highlighted some key differences in building a community for Web3 versus traditional gaming. “In Web2, we focused on performance marketing and user acquisition,” he said, referencing platforms like Facebook and TikTok. However, in Web3, the focus is on cultivating a dedicated community from the ground up.
“You’ve got to find that first 100 fans,” Chris stressed. He explained that consistent engagement, social content, and events are crucial in Web3. Building a community for Web3 requires ongoing interaction and public development, a process he believes can benefit any indie game trying to break through traditional barriers.
How is Web3 marketing different?
Chris discussed how Web3 marketing started as a highly efficient mechanism but has since become inefficient due to high costs. He pointed out that Web3 influencers, or KOLs, are often four times more expensive than traditional influencers, even though their reach may be smaller. “We’re at a different time in the market where the projects that are going to be successful are the ones that figure out how to scale with normies,” he said.
For Chris, it’s about targeting Web2 gamers through familiar platforms like Twitch, TikTok, and YouTube while incorporating subtle Web3 features like secondary markets and play-to-earn mechanics.
What are you excited about for Web3’s future?
Chris is optimistic about the future of Web3, especially as projects focus on normie adoption. He’s particularly excited about Coinbase’s Base platform and Immutable’s efforts, which he believes are driving Web3 toward mainstream adoption.
“We’re almost at the point where politicians will have to capitulate and regulate crypto,” Chris said. He believes that proper regulation in the U.S. will be a game-changer for the industry. Chris also sees smart wallets and the integration of crypto payments into daily life as key developments that will drive mass adoption.
What game have you played the most in your life?
Chris reflected on his long history with Club Penguin, where he not only played frequently but also engaged with the community as his character, “Spike Hike.” He recalled hosting events and interacting with hundreds of kids, sending them postcards and engaging in the virtual world. “I probably played Club Penguin more than anything else,” he admitted.
While he’s played a variety of games, both as a developer and a player, Chris tends to prefer casual games. “After work, I just want to sit on the couch and play something I don’t have to think too hard about,” he said, highlighting his love for puzzle games and more relaxed experiences.
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