星巴克取消“奥德赛测试版”，将重点转向未来发展

星巴克宣布终止其“奥德赛测试版”计划，该计划允许客户收集和交易数字邮票作为不可替代代币（NFT）。该计划的结束于 3 月 31 日生效，是星巴克战略转型的一部分，重点关注未来举措。

Starbucks Ends 'Odyssey Beta' Program, Citing Focus on Future Developments

星巴克结束“奥德赛测试版”计划，理由是专注于未来发展

Jakarta, Indonesia - Starbucks, the global coffeehouse behemoth, has announced the discontinuation of its "Odyssey Beta" program, a platform that enabled customers to acquire and trade digital collectibles known as non-fungible tokens (NFTs). The decision marks a strategic shift for Starbucks as it prepares for upcoming projects and initiatives.

印度尼西亚雅加达 - 全球咖啡馆巨头星巴克宣布终止其“Odyssey Beta”计划，该计划使客户能够获取和交易被称为不可替代代币（NFT）的数字收藏品。这一决定标志着星巴克在为即将到来的项目和举措做准备时的战略转变。

According to an official statement, the Odyssey Beta program will officially conclude on March 31st, 2023. The program allowed users to participate in coffee-themed games and challenges, earning digital stamps that could be redeemed for exclusive benefits and experiences.

根据官方声明，Odyssey Beta 计划将于 2023 年 3 月 31 日正式结束。该计划允许用户参与以咖啡为主题的游戏和挑战，获得数字印章，可以兑换专属福利和体验。

Additionally, the Odyssey marketplace, where users could trade their digital stamps, and the associated Discord community will also be discontinued. However, Starbucks has clarified that users can continue to buy, sell, and transfer their Odyssey stamps on the Nifty marketplace.

此外，用户可以交易数字邮票的 Odyssey 市场以及相关的 Discord 社区也将停止。不过，星巴克已澄清，用户可以继续在 Nifty 市场上购买、出售和转让其奥德赛邮票。

The rationale behind Starbucks' decision to terminate the program remains undisclosed, leaving uncertainty about potential future Web3 developments from the company. Nonetheless, the statement emphasizes the company's focus on "developing programs" and preparing for upcoming endeavors.

星巴克决定终止该计划的理由仍未公开，这给该公司未来 Web3 的潜在开发留下了不确定性。尽管如此，该声明强调该公司的重点是“开发项目”并为即将到来的努力做好准备。

The Odyssey Beta program was launched in September 2022, coinciding with a period of turbulence within the cryptocurrency industry. The market had been shaken by the collapse of the Terra ecosystem in May 2022, the bankruptcy of Celsius in July 2022, and the impending collapse of the FTX exchange.

Odyssey Beta 计划于 2022 年 9 月启动，恰逢加密货币行业的动荡时期。 2022年5月Terra生态系统的崩溃、2022年7月Celsius的破产以及FTX交易所即将崩溃，市场都受到了震动。

Notably, Starbucks opted for the Polygon network for the Odyssey Beta program, selecting a "proof-of-stake" blockchain over the energy-intensive "proof-of-work" method. This decision aligned with the company's environmental concerns.

值得注意的是，星巴克为 Odyssey Beta 计划选择了 Polygon 网络，选择了“权益证明”区块链，而不是能源密集型的“工作量证明”方法。这一决定符合公司对环境的关注。

Comparable Trends in the NFT Market

NFT 市场的可比趋势

Starbucks' decision to discontinue its NFT program aligns with recent trends in the broader NFT market. In January 2023, GameStop, a renowned video game retailer, announced the closure of its NFT marketplace following a series of cuts to its crypto-related services.

星巴克终止 NFT 计划的决定符合更广泛的 NFT 市场的最新趋势。 2023 年 1 月，著名视频游戏零售商 GameStop 在一系列加密相关服务削减后宣布关闭其 NFT 市场。

Similarly, Meta, the tech giant behind Facebook and Instagram, discontinued its NFT features on its social media platforms in 2022, just 10 months after their initial launch.

同样，Facebook 和 Instagram 背后的科技巨头 Meta 于 2022 年停止了其社交媒体平台上的 NFT 功能，距离首次推出仅 10 个月。

Experts Offer Perspectives on NFT Evolution

专家畅谈 NFT 演进

Despite these setbacks, industry experts remain optimistic about the long-term potential of NFTs. Vineet Budki, CEO of Web3 venture capital firm Cypher Capital, predicts that "2024 will see mature NFTs become a valuable tool with real-world applications."

尽管遇到这些挫折，行业专家仍然对 NFT 的长期潜力持乐观态度。 Web3 风险投资公司 Cypher Capital 首席执行官 Vineet Budki 预测，“到 2024 年，成熟的 NFT 将成为现实世界应用的有价值的工具。”

Oh Thongsrinoon, Head of Marketing at Altava Group, which bridges luxury fashion brands with Web3, emphasizes the importance of utility and value beyond mere digital images. "We always believe in NFTs that have utility and value beyond just PFP (profile pictures)," Thongsrinoon stated. He envisions NFTs being applied to industries such as precious metals and real estate in the coming year.

Altava Group 致力于将奢华时尚品牌与 Web3 联系起来，其营销主管 Oh Thongsrinoon 强调了实用性和价值的重要性，而不仅仅是数字图像。 Thongsrinoon 表示：“我们始终相信 NFT 的实用性和价值不仅仅是 PFP（个人资料图片）。”他预计 NFT 在来年将应用于贵金属和房地产等行业。

While the future of NFTs remains uncertain, Starbucks' decision to end its Odyssey Beta program highlights the ongoing evolution and experimentation within the Web3 landscape. The company's focus on developing new initiatives underscores the dynamic and ever-changing nature of the digital collectible market.

尽管 NFT 的未来仍不确定，但星巴克终止 Odyssey Beta 计划的决定凸显了 Web3 领域正在进行的演变和实验。该公司对开发新举措的关注凸显了数字收藏品市场的动态和不断变化的本质。