Stephanie Douse 
Animoca Brands, a nonfungible token (NFT) investing powerhouse, has purchased a large position in Be Media, an Australian digital marketing agency. Be Media has begun a hiring process in blockchain development and project management following the deal.
Be Media, with offices in Perth, Melbourne, and Sydney has been providing advertising and digital strategy to Web2 companies since 2013. Animoca’s immediate goal appears to be to “shepherd firms into Web3,” despite the fact that the company isn’t focused on the crypto sector.
Be Media will be tasked with finding collaborations with leading Australian brands in relation to Animoca’s many blockchain-focused efforts, including NFTs and the development of an “open Metaverse,” according to the announcement.
“In keeping with its enlarged scope following the acquisition,” the announcement said, “Be Media has initiated an active hiring drive in the domains of blockchain development and project management to accommodate the expanding pipeline of opportunities that the firm will handle.”
Be Media founder and CEO Jordan Fogarty who will keep a minor stake and continue in his current role expressed his excitement for the opportunity to help local businesses dive into Web3 and “introduce their customers to the metaverse, NFTs, and the power of digital property rights,” noting that he was “honored” to have the chance to help them “introduce their customers to the metaverse, NFTs, and the power of digital property rights.”
Fogarty also claimed in an interview with the Australian Financial Review (AFR) on Tuesday that there is currently an “insane” demand from the local corporate sector to adopt Web3 technology such as NFTs:
“So many brands out there are saying they need to do something in web3, but how, and there’s not many service providers with the skills and experience because it’s so new.”
“I’d be astonished if there aren’t many organizations thinking about a strategy in this domain at the corporate level,” he added.
Animoca Brands’ investments
Over the last few years, Animoca Brands, a crypto unicorn valued at over $5 billion, has been on a never-ending spending spree. Last week that the corporation purchased a 96 percent share in Eden Games for $15 million and a 70 percent stake in Darewise Entertainment for $70 million.
Both agreements are expected to aid the company in the development of triple-A games powered by blockchain technology. The purchase of Be Media complements Animoca Brands’ other two Australian ventures, Blowfish Studios, and Grease Monkey Games.