The Artist’s Journey
In August 2019, a small Vancouver-based studio called Dapper Labs was quietly laying the groundwork for what would become one of the most significant intersections of sports and blockchain technology ever conceived. The company, already famous — and in some circles, infamous — for creating CryptoKitties, the viral Ethereum-based game that congested the network back in late 2017, had been quietly building something far more ambitious. On August 19, 2019, the NBA announced a licensing agreement with Dapper Labs to create NBA Top Shot, a platform that would allow basketball fans to purchase, trade, and collect officially licensed digital highlights as non-fungible tokens (NFTs).
The journey from cartoon cats to NBA-branded digital collectibles was neither accidental nor quick. After CryptoKitties peaked and faded, Dapper Labs CEO Roham Gharegozlou and his team spent months analyzing why digital collectibles had failed to sustain mainstream interest. The diagnosis was blunt: the technology was clunky, the user experience was hostile to non-crypto natives, and the collectibles lacked cultural resonance beyond a narrow audience of crypto enthusiasts. The NBA partnership was designed to solve all three problems simultaneously.
The concept was elegant in its simplicity. Instead of abstract digital cats, fans would collect moments — actual video highlights from NBA games, tokenized on a blockchain. A LeBron James dunk, a Kevin Durant three-pointer, a Giannis Antetokounmpo block — each rendered as a unique, scarce digital asset with verifiable ownership. It was a baseball card for the streaming generation, and the NBA was betting that its massive global fanbase would embrace it.
Collection Mechanics
NBA Top Shot’s design borrowed heavily from traditional sports card collecting while leveraging blockchain’s core advantages. Each “moment” was minted as an NFT on a proprietary blockchain called Flow, which Dapper Labs was developing specifically to address the scalability issues that had plagued Ethereum-based collectibles. The moments were categorized by scarcity tiers: Common, Rare, Legendary, and Ultimate, with serial numbers adding an additional layer of uniqueness within each tier.
Packs were sold directly through the Top Shot platform, priced in US dollars rather than cryptocurrency, lowering the barrier to entry for mainstream fans who had never interacted with blockchain technology. Users could also trade moments in a peer-to-peer marketplace, with Top Shot taking a 5 percent transaction fee on secondary sales — revenue that was then shared between Dapper Labs, the NBA, and the National Basketball Players Association.
The technical architecture was deliberately hidden from users. Wallets were custodial, transactions were abstracted, and the entire experience was designed to feel more like opening a pack of Panini stickers than interacting with a blockchain. This was a conscious strategic decision: Dapper Labs had learned from CryptoKitties that asking mainstream users to manage private keys and pay gas fees was a recipe for churn.
Utility & Perks
Beyond mere ownership, Top Shot moments carried several layers of utility. Each moment served as a verifiable, tamper-proof record of a specific NBA play, complete with metadata including the date, players involved, game statistics, and broadcast footage. The blockchain provenance meant that authenticity was guaranteed — a significant improvement over the counterfeit-plagued traditional sports memorabilia market.
The platform also introduced quest and challenge systems, where collectors who assembled specific sets of moments could unlock exclusive rewards. This gamification layer was critical to sustaining engagement beyond the initial thrill of opening a pack. It mirrored the completionist psychology that had driven physical card collecting for decades, but with the added dimension of real-time NBA events creating fresh collecting opportunities throughout the season.
For the NBA and its players, the appeal was straightforward: a new revenue stream that required virtually no physical production, distribution, or inventory management. Digital highlights that were already being produced for broadcast could be monetized as collectibles with minimal marginal cost. The players’ union benefited too, as revenue sharing meant that even lesser-known players whose highlights were collected saw financial upside.
Secondary Market Action
While the full secondary market explosion would not come until early 2021, the August 2019 announcement itself sent ripples through the NFT ecosystem. The validation of NFT technology by one of the world’s largest sports leagues was a watershed moment for digital collectibles as an asset class. Ethereum was trading at approximately $203 on August 19, 2019, according to CoinMarketCap data, and Bitcoin sat at roughly $10,916 — both reflecting a market that was recovering from its 2018 lows but still far from the mania that would define 2021.
The NFT market in mid-2019 was a fraction of what it would become. Platforms like OpenSea and Rare Bits existed but attracted only a niche audience of crypto-native collectors. The total NFT trading volume for all of 2019 would reach just over $6 million across all platforms — a rounding error compared to the $10 billion that would change hands in the third quarter of 2021 alone. But the NBA deal signaled that the technology was ready for mainstream experimentation.
Early indicators from the CryptoKitties aftermarket provided a cautionary tale. Average sale prices for CryptoKitties had plummeted from their December 2017 peak of over $100 to single digits by mid-2019. The lesson was clear: digital scarcity alone was insufficient to sustain value. Cultural relevance, utility, and continuous engagement were essential, and no brand on earth had more cultural relevance than the NBA.
Final Verdict
The Dapper Labs-NBA partnership announced in August 2019 represented a pivotal inflection point for non-fungible tokens and digital collectibles. By bridging the gap between blockchain technology and mainstream sports fandom, Dapper Labs demonstrated that NFTs could transcend their crypto-native niche and appeal to a global audience of collectors, fans, and speculators. The Flow blockchain, still in development at the time, would eventually prove critical to this vision, handling millions of transactions without the congestion that had crippled earlier Ethereum-based collectible projects. While the full financial impact would not materialize for another eighteen months — when Top Shot would generate over $230 million in just five months — the seeds planted in August 2019 fundamentally reshaped how the sports, entertainment, and technology industries thought about digital ownership. For collectors and investors watching the NFT space, the NBA deal was the clearest signal yet that non-fungible tokens were evolving from a curiosity into a credible new asset category.
Disclaimer
This article is for informational purposes only and does not constitute financial advice. The NFT market is highly speculative and volatile. Past performance of any digital collectible or platform does not guarantee future results. Always conduct your own research before making any investment decisions.
cryptokitties to nba top shot is one of the best pivot stories in crypto. dapper actually learned from their own failure
gharegozlou diagnosed the ux problem perfectly. crypto needs to be invisible for mainstream adoption and top shot proved it
the UX lesson from crypto kitties was huge. if you cant get non-crypto people to use your app without explaining private keys, you dont have a product
Axel K. nailed it. Top Shot onboarded millions of non-crypto users because they never had to see a seed phrase
Axel K. the invisible tech point was everything. Top Shot users never saw a seed phrase and that is exactly why it worked
roham spent months analyzing why digital collectibles failed. the answer was obvious: no cultural relevance beyond crypto twitter. NBA top shot fixed that
the flow chain exists because ETH gas fees made crypto kitties unusable. sometimes the best products come from fixing your own mistakes
those early cryptokitties devs clogging ethereum in 2017 ended up building flow blockchain. wild trajectory
crypto kitties congested ETH so bad in 2017 that gas hit 80 gwei for a simple transfer. dapper turned that failure into an NBA partnership two years later. unreal pivot
dusty_ledger_ crypto kitties hitting 80 gwei for a simple transfer basically forced dapper to build their own chain. congestion was so bad Vitalik tweeted about it
dapper labs figured out what nobody else could: sports fans dont care about blockchain, they care about highlights. make the tech invisible
Dapper built Flow specifically to avoid ETH gas issues and then Flow itself bled out because the ecosystem never expanded beyond Top Shot. one product chains dont survive
flow_bagholder_ Flow had 1M+ active accounts at peak Top Shot. the problem was they never built developer tooling to keep builders after the hype faded
flow_bagholder_ building an entire blockchain for one product was the strategic error. Top Shot was huge but Flow never attracted the developer ecosystem needed to survive after the hype died
Gharegozlou realizing the UX was the problem, not the tech, was genuinely ahead of the curve in 2019. most founders were still obsessing over TPS while users couldnt figure out MetaMask
CryptoKitties congestion in 2017 was the catalyst for basically every L2 and alt-L1 that followed. ETH gas fees made Dapper build Flow, Flow died, and now everyone is back on L2s. full circle
CryptoKitties to NBA Top Shot is the most successful pivot in crypto history. Gharegozlou actually learned from killing ETH congestion
Top Shot moment prices cratered 90% within a year. great execution on the tech side but the collectible market was pure speculation
flow_skeptic_ Flow couldnt handle relevance because they bet everything on one partnership. NBA Top Shot dies and the chain has nothing. same trap Immutable is walking into with their gaming partnerships
Mette S. moment prices cratering 90% was the market repricing digital collectibles with no utility beyond bragging rights. Top Shot tech was genuinely good, the asset was always a bubble
Moment prices cratering 90pct wasnt a tech failure it was a market failure. Top Shot still has the best highlight clips of any platform. the NFT wrapper just inflated the price 100x
gharegozlou realizing UX was the real bottleneck in 2019 was genuinely visionary. every other founder was still obsessing over TPS while users couldnt figure out metamask
Gharegozlou understood that sports fans dont want to manage seed phrases. every web3 founder since has tried to copy that playbook and almost none succeeded because they didnt have NBA licensing
Priya V. the NBA licensing deal was the entire moat. every web3 founder since has tried to copy the invisible wallet UX and failed because they didnt have a sports league behind them
Dapper built their own chain because ETH couldnt handle kitties. then Flow couldnt handle relevance. ironic