“Web3 IP has been broken.” said Austin Hurwitz of NEUKO at Solana Breakpoint 2025 felt uncomfortably accurate.
His argument was that most Web3 entertainment projects start by selling tokens before anyone actually cares about the story. Neuko flipped that order—build the world first, let the community create inside it, and figure out value accrual later.
What stood out:
✅ Story came before monetization
✅ Community co-creation wasn’t a gimmick
✅ 100,000+ assets were created organically
✅ Rewards were tied to participation, not hype
It felt less like a crypto launch and more like a creative system trying to earn relevance before value.
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