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The Rise and Fall of Snoop Dogg’s Metaverse Empire


The metaverse, a virtual reality space where users can interact with each other and digital assets, has been a hot topic in recent years. Celebrities and brands have eagerly jumped on the metaverse bandwagon, hoping to capitalize on its potential. One prominent figure who tried his luck in the metaverse is none other than the legendary rapper, Snoop Dogg. However, Snoop’s foray into the metaverse with his virtual empire, the “Snoopverse,” has faced significant challenges, leading to a decline in its value. In this article, we will explore the rise and fall of Snoop Dogg’s metaverse empire and analyze the lessons we can learn from this venture.

In September 2021, during the height of the metaverse craze, Snoop Dogg partnered with The Sandbox, a Web3 outfit, to create his virtual empire. The Sandbox offered virtual parcels of land within the metaverse, and Snoop’s estate, known as the “Snoopverse,” became a highly anticipated attraction. Investors flocked to buy these virtual plots, with some paying exorbitant prices, hoping to be Snoop’s virtual neighbors.

However, the metaverse hype eventually subsided, and investors shifted their attention to other emerging technologies, such as generative A.I. As a result, the prices for metaverse land, including those near Snoop’s dominion, plummeted. The once highly coveted plots that were valued at thousands of dollars now suffered a massive 94% decrease in worth. A regular plot of land in the Snoopverse, which once cost $6,773, is now valued at a mere $424.

Not only did the value of the metaverse land decline, but Snoop Dogg’s personal NFT holdings also suffered significant losses. Data from DappRadar reveals that the rapper lost an average of 81% on numerous flailing NFT collections in his crypto wallet. A portfolio that was once worth $1.2 million is now valued at around $540,000.

While some investors may have lost hope, others like Ruben Santa, a senior UX designer at YouTube, remain optimistic about the potential of the metaverse. Santa, who purchased a parcel of land near Snoop’s estate, believes in the long-term vision of the platform. He sees beyond the current depreciated value of his investment, understanding that the metaverse has the potential to evolve into something greater.

The Sandbox, the platform on which the Snoopverse was built, plans to open up its platform to landowners later this year. This move could generate renewed excitement and interest in the metaverse. However, it is unlikely that we will witness another metaverse land grab in the near future. Nevertheless, Snoop’s fans can divert their support to his other business venture, Dr. Bombay Ice Cream, which offers a more affordable and tastier experience.

Snoop Dogg’s experience in the metaverse provides valuable insights into the risks and challenges associated with investing in emerging technologies. It serves as a reminder that the metaverse, like any other investment, comes with its share of uncertainties. However, it also highlights the importance of having a long-term vision and understanding the potential of a platform beyond its current value.

In other news, Binance and its CEO Changpeng Zhao have filed a motion to dismiss a lawsuit filed by the Commodity Futures Trading Commission. OpenAI CEO Sam Altman’s Worldcoin is under scrutiny in Europe due to concerns about its biometric data collection practices. An $886 billion defense bill introduced in the Senate includes an amendment addressing crypto-anonymous transactions and illicit activity. Crypto.com has been designated as an official crypto service provider in the Netherlands, and FTX and Genesis have settled a dispute over an alleged $2 billion unpaid debt.


1. What is the metaverse?

The metaverse is a virtual reality space where users can interact with each other and digital assets.

2. How did Snoop Dogg get involved in the metaverse?

Snoop Dogg partnered with The Sandbox to create his virtual empire, the “Snoopverse.”

3. What happened to the value of Snoop Dogg’s metaverse land?

The value of Snoop Dogg’s metaverse land, along with other metaverse properties, experienced a significant decline, with prices dropping by 94%.

4. How did Snoop Dogg’s NFT holdings perform?

Snoop Dogg’s NFT holdings suffered losses, with an average decrease of 81% in value.

5. Is there still potential in the metaverse?

Despite the challenges, some investors remain optimistic about the long-term potential of the metaverse.

Snoop Dogg’s venture into the metaverse with his virtual empire, the Snoopverse, faced challenges as the metaverse hype subsided. The decline in the value of metaverse land and Snoop’s NFT holdings serves as a reminder of the risks associated with investing in emerging technologies. However, the metaverse still holds promise for those who can see beyond its current setbacks. As the industry continues to evolve, it is essential to approach the metaverse with a long-term vision and an understanding of its potential beyond its current value.

First reported by Fortune.

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