From Story to Stake: How Mittaria Brought Film IP to Web3 and Made Fans Part of the Journey
The Opportunity
In the traditional entertainment world, intellectual property (IP) is monetized through licensing deals, merchandise, and passive fanbases. But in Web3, creators have the opportunity to turn fans into stakeholders, building communities with ownership, rewards, and long-term participation.
T&B Media Global, the entertainment powerhouse behind over 5,000 IPs and part of Thailand’s massive Translucia and CP Group ecosystems, wanted to explore that opportunity with Mittaria, its first Web3-native venture. But the challenges were complex:
- How do you launch a successful NFT project when the broader market is in decline?
- How do you make IP meaningful in Web3 beyond speculative trading?
- How do you onboard users from Web2 into a gamified, blockchain-based community, and keep them engaged?
- How do you build utility that lasts after the mint?
The Solution
T&B Media partnered with Pellar to launch Mittaria, a gamified Web3 membership platform that combined original IP with blockchain-backed utility.
Here’s what we built:
- Genesis NFT Collection (on Ethereum): 5,555 unique NFTs featuring "Mitra," the mythical creator of the Mittaria universe. Ownership granted members access to a rich digital ecosystem.
- Cross-Chain Tech Stack: While the collection was minted on Ethereum, all utility, interactivity, and value accrual happened on LightLink, a gasless Layer 2 blockchain built for real-world scale.
- Soft-Staking and Rewards Engine: Users could soft-stake their NFTs to earn points and claim USDT rev share, all managed directly on LightLink.
- Tokenized IP and E-commerce: Mittaria didn’t stop at original IP. We also tokenized existing film franchises (like Out of the Nest and Way to Gods), layering NFT-based ownership, ecomm rewards, and creator revenue splits on-chain.
- Membership Portal and Gamification System: NFT holders could access a full portal showing their quests, progress, points, and achievements. This system answered the critical post-mint question: "I bought an NFT, now what?"
- O2O (Offline to Online) Integration: Moviegoers could scan a QR code post-screening to create an account, join the community, and receive future Web3 benefits, helping T&B drastically lower future user acquisition and retention costs.
Through this infrastructure, Mittaria has evolved from an NFT collection into a living membership economy, turning passive fans into active stakeholders, and laying the foundation for future Metaverse integration within the Translucia ecosystem.
Results
- Secondary Volume: $19.5M+ generated across trading platforms.
- Primary Sales: $500K raised via mint.
- Tokenized IP: Successfully brought film franchises like Out of the Nest on-chain.
- Community Infrastructure: Gamification, questing, soft-staking, and reward distribution all live.
- User Acquisition Innovation: Offline-to-online integration through cinema activations.
- Ecosystem Impact: Became a standout success within the broad
Key Technologies
- Ethereum (ERC-721 NFT minting)
- LightLink Blockchain (gasless Layer 2)
- NFT Soft-Staking Framework
- On-Chain USDT Revenue Share Distribution
- Points-Based Gamification Engine
- Tokenized E-Commerce Integration
- Membership & Questing Portal
- QR-Based Onboarding (O2O activation)