Starbucks is shutting down its Odyssey Web3 rewards program, which offered NFT collectibles to members. Despite its late entry into the NFT space, the program aimed to create a community through gamified rewards. However, with the decline in interest in NFTs, Starbucks has decided to close Odyssey. What does this move say about the future of brands and NFTs, and how can companies adapt to changing trends in the digital marketplace?
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