During the token’s IDO, HIGH was on sale for $1. While for most of October 2021 the token price was at around $5.5, it started experiencing a significant increase upon the announcement of the beginning of [Highstreet (HIGH)](https://coinmarketcap.com/currencies/highstreet/) alpha testing in late October and so far reached at its highest $32.18. Between the unique concept and the development team's dedication to the project, [Highstreet (HIGH)](https://coinmarketcap.com/currencies/highstreet/) has a fair chance of further growing the value of its governance token with the game's public release and future plans fulfillment.

HIGH first sale was in October 2021.

HIGH is an [ERC-20](https://coinmarketcap.com/alexandria/glossary/erc-20) standard token based on the [Ethereum](https://coinmarketcap.com/currencies/ethereum/) blockchain.

[Highstreet](https://coinmarketcap.com/currencies/highstreet/) (HIGH) is an MMORPG game that blurs the boundaries between physical and virtual worlds. All the in-game items are represented on the platform as [ERC-721](https://coinmarketcap.com/alexandria/glossary/erc-721) [non-fungible tokens](https://coinmarketcap.com/alexandria/article/what-is-a-non-fungible-token-nft) (NFTs) divided into two fractions. While the purchase of the digital fraction gives players an opportunity to use the item within the metaverse, buying the NFT as a whole allows gamers to also receive the item in real life. The project ensures the legitimacy of every product sold on the market. The gamified marketplace’s authentication process guarantees that only verified trustworthy sellers can join the platform. A bonding curve is a mathematical function used to set a relationship between the price of an asset and its available supply. [Highstreet](https://coinmarketcap.com/currencies/highstreet/) (HIGH) implements bonding curves to provide product liquidity for buyers and offer an automated price discovery for sellers. As video games are currently taking over the industry of group entertainment for the young audience, creation of the in-game presence provides brands with an opportunity to expand a consumer market. Although [Highstreet](https://coinmarketcap.com/currencies/highstreet/) (HIGH) mainly features limited edition products by high-end brands at the present time, the platform encourages both startup and established companies to apply to launch their creation.

[Highstreet](https://coinmarketcap.com/currencies/highstreet/) (HIGH) was rebranded from a computer vision company LumiereVR. Established in 2015, it was focusing on elevating retail experience through incorporation of VR technology. The co-founders of LumiereVR and Highstreet are Travis Wu and Jenny Guo. Travis Wu is an experienced software developer and [blockchain](https://coinmarketcap.com/alexandria/glossary/blockchain) enthusiast with a background in VR. He studied entrepreneurship at Draper University ​​in San Mateo, California and computer science at Queen's University in Ontario, Canada. Jenny Guo majored in electronic art and political studies at Bard College in Annandale-on-Hudson, New York and studied creative producing at Columbia University in New York. She is an award-winning VR film producer, a devoted art collector and a successful entrepreneur. Guo also has an extensive background in art dealing between China and the United States.

[HIGH Token](https://coinmarketcap.com/currencies/highstreet/) (Highstreet) is a native token of a [decentralized](https://coinmarketcap.com/alexandria/glossary/decentralized) commerce-centric [play-to-earn](https://coinmarketcap.com/alexandria/glossary/play2earn-play-to-earn) metaverse built with virtual reality (VR) support. Apart from realizing a two-way currency flow within physical and virtual worlds, [Highstreet](https://coinmarketcap.com/currencies/highstreet/) (HIGH) introduces a market where in-game items can be redeemed for real-life products. During gameplay, users have an opportunity to explore the metaverse, fight monsters and complete quests all the while acquiring goods that have both digital and real-world utility. The project aims to define the new generation of retail and offers an effortless, secure and entertaining way of making online purchases. Apart from HIGH, the game features a [utility token](https://coinmarketcap.com/alexandria/glossary/utility-token) STREET, acquired through completing various tasks in the game. While HIGH is considered a governance heavy token, giving gamers an opportunity to vote on major decisions on the platform, profit through stacking and buy products on the marketplace, STREET serves as the primary currency facilitating the commerce in the game and can be used to buy armor, weapons, heals, travel tickets and hotel stays. HIGH is paid to owners of properties in taxes and is also obtainable through participation in metaverse’s special events. As stated in the official sources, the token first went live in October 2021. The company’s twitter feed reports that the game is currently as of November 2021 in private alpha testing with the public beta testing coming towards the end of the year. Highstreet market is already accessible to users via browser.