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Virtual items, as bought, sold and used in some games. Game publishers are earning huge markups selling what are effectively entries in their centralized database. It would only take one successful game franchise offering blockchain backed items to make it a new standard imo.
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That's happening because the game producer which controls the database has moved on, and why would they allow people to use old items in a new game if they're minting and selling all the items? It will be better for the players if the game producer has less control of the items.