A Reddit engineer shares the strategy behind integrating NFT with EthCC

Spasova pointed out that the primary motivation behind running collectible avatars on-chain is to give users freedom of usage.

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Mirela Spasova, Senior Reddit Engineer on the Collectible Avatars project, took to the stage at the Ethereum Community Conference (EthCC) event in Paris to shed light on Reddit's strategy to onboard millions of users to its blockchain-backed digital collectibles.

In her presentation, Spasova said that the main motivation behind running collectible avatars on-chain is to give users freedom of usage. By taking an on-chain approach, users can make their own choices, including the option to resell the avatars on popular non-fungible token (NFT) marketplaces like OpenSea.

After purchasing avatars from creators on Reddit, users can further engage with the NFT ecosystem and potentially benefit from the growing market for digital collectibles.

Screenshot of Spasova presenting at EthCC. Source: YouTube.

In 2022, Reddit launched the blockchain-backed Collectible Avatar project, with NFTs minted on Polygon. Spasova said the goal is to achieve widespread adoption and help designers monetize their collections. To do this, Reddit prioritized user experience, minimizing friction, marketing product benefits and providing an integrated experience, she said.

To minimize user friction, Reddit has made strategic compromises, including developing a non-custodial wallet and a "Reddit V...