For years, the cryptocurrency industry has sought a social media-style breakthrough to attract millions of everyday users onto the blockchain. However, according to John Nahas, chief business officer at Ava Labs, this framing overlooks where genuine adoption is currently forming. The next phase of Web3 growth is expected to be less about social feeds and follower counts and more about payments, fandom, and programmable economies that users are already familiar with.
In a recent interview with TheStreet Roundtable, Nahas elaborated on several areas where Avalanche is experiencing significant traction, beginning with the convergence of artificial intelligence and payments. He expressed skepticism regarding the industry's earlier hype cycles.
Serious vs. Unserious Developments in AI
“We experienced a six-month period where everyone was discussing AI and blockchain, but all we saw were chatbots linked to tokens,” Nahas stated. “Frankly, this wasn't serious.”
What is serious, he argued, is automation. As AI becomes integrated across various workflows, the capacity to automate payments at scale becomes indispensable. “I do believe automated agentic payments are going to be a significant development,” Nahas observed.
He further noted that these transaction volumes often necessitate purpose-built blockchains rather than relying on shared infrastructure.
Blockchain's Impact on Sports
Sports have emerged as another crucial testing ground. Avalanche's collaborations with global organizations and professional sports teams demonstrate how on-chain tools can extend far beyond simple digital collectibles.
Nahas highlighted FIFA as a prime example of this evolution.
“Initially, they focused on their collectibles,” he explained. “We are now seeing them transition from collectibles to reservations, where individuals can purchase a reservation for a World Cup ticket.”
This strategic shift opens up new possibilities for ticketing payments and broader fan engagement initiatives.
At the team level, Avalanche-backed projects are actively experimenting with new fan economies. Nahas specifically mentioned initiatives with the Cleveland Cavaliers, Detroit Pistons, and LSU, which concentrate on providing rewards, access, and unique experiences to fans.
“A new economy can be established within these frameworks,” he commented.
Gaming's Transformation in Web3
The gaming sector is following a similar trajectory. Instead of attempting to force blockchain mechanics directly into gameplay, Avalanche partners are developing the underlying infrastructure that enables novel in-game economies.
Nahas cited Off the Grid and Nexon's MapleStory Universe as examples where developers can create new applications directly within established gaming franchises.
Tokenization also plays a role, though Nahas was cautious not to overstate its immediate impact. He suggested that the most compelling opportunities may lie in loyalty programs and rewards rather than complex financial engineering.
A unifying theme across these sectors is the concept of invisibility. The most successful crypto products tend to simplify user experience by removing complexity, rather than overtly showcasing it.
Web3 adoption, Nahas proposed, will not occur because people understand the underlying technology. Instead, it will materialize when blockchain quietly powers activities that people already wish to engage in.