Web3 in 2025: How it started vs. how it’s going

How it started:

Remember when Web3 was supposed to change everything? The internet was getting its much-needed glow-up: decentralisation, creator ownership, and the death of Big Tech gatekeepers. Crypto bros were on top. NFTs were selling for millions. And brands were scrambling to launch digital sneakers and metaverse activations like their lives depended on it.

DAOs were the future of governance. Play-to-earn gaming was a gold rush. And Starbucks was handing out NFT loyalty perks like pumpkin spice lattes in October. It was a time of unchecked optimism, sky-high valuations, and endless promises. It was also a time that every drunk frat boy at your local house party tried to give you the rundown on why you “have to check it out.” Then came the crash.

The reality check:

Crypto winter hit hard. Suddenly, Web3 wasn’t looking so invincible. The market tanked, NFT hype fizzled, and regulatory scrutiny increased. Brands that had eagerly dipped their toes into Web3 (cough Meta’s metaverse pivot cough) started quietly backing away.

The utopian dream of decentralisation got messy. DAOs struggled with governance issues. Blockchain games became unsustainable. And the average consumer realised they didn’t actually want to manage a crypto wallet just to buy a coffee. Meanwhile, AI swooped in and stole the tech world’s attention, pushing Web3 even further out of the spotlight. So where does that leave us in 2025?

Where we are now:

Web3 isn’t dead, but it’s gone quiet. The hype has settled. And what remains is a more practical, behind-the-scenes integration of blockchain tech rather than the grand Web3 revolution we were promised. Some key areas where Web3 is still actually working:

• Token-gated communities & loyalty programs. Brands like Gucci, Nike, and Prada continue to experiment with NFT-based collections, but it’s more about functionality than hype now. Consumers don’t care if it's Web3—they just want the benefits.

• Blockchain for transparency & ownership. Supply chain tracking, digital contracts, and ownership verification are proving useful, especially in fashion, luxury, and gaming.

• Decentralised finance & digital identity. There’s been some progress, but mainstream adoption is still slow due to regulation and user complexity.

• The rise of “quiet web3.” Brands are using blockchain in the background without marketing it as “Web3.” No more buzzwords—just infrastructure.

What this means for brands

So, should brands still care about Web3? The short answer is yes, but strategically. Gone are the days of launching an NFT collection just for clout. Web3 now needs a use case beyond speculation. Here’s what marketers should consider:

• If it solves a real problem, it’s worth exploring. Loyalty programs, ticketing, and supply chain transparency are some of the strongest real-world applications.

• Don’t call it Web3. Consumers don’t really give a sh*t about the tech; they care about what it does for them. Focus on the value, not the jargon.

• Regulation is real. The wild west era is over. Any Web3 strategy needs to be compliant and consumer-friendly.

• Watch the AI x Web3 space. As AI continues to dominate, there may be new intersections with Web3 (e.g., decentralised AI models, NFT-driven content ownership).

So, will web3 make a comeback?

Web3 in 2025 isn’t the revolution we were promised. Instead, it’s more of a quiet evolution. The hype has faded, but the underlying technology isn’t going anywhere. Instead of being a flashy buzzword, Web3 is now a tool. And like any tool, it only matters if it actually makes something better.

If Web3 can enhance your strategy in a real, practical way, use it. If not, move on. Either way, it’s safe to say we’re past the era of Bored Apes and metaverse land grabs—and honestly, that might be for the best.

-Sophie, Writer