The Three Hat Problem
Part 4
Last post:
The mainstream ledgers.
Billions, in writing.
Today we cross the fence.
Web3, through the same grid.
>Pudgy Penguins
The best counter-example in the space,
Because their money comes from *outside* the loop.
Over $13M in retail sales.
Walmart,
Target,
Amazon shelves.
And every toy licenses a specific holder's penguin through their OverpassIP platform:
Typically around 5% of net revenue back to that holder.
Some deals reportedly higher.
Roughly $1M paid in royalties so far.
Plus the PENGU airdrop:
About 1.7M tokens per NFT in December 2024.
Worth tens of thousands of dollars at launch prices.
Is every penguin licensed?
No.
A minority.
But the pipe exists,
It's automated,
And it pays from toy shelves, not trading fees.
That's real money, from real customers.
>Azuki
Column two is heavy:
The ANIME token launch allocated 37.5% of a 10-billion supply to the community,
Distributed by collector status.
No official per-NFT figure,
But the community pot was worth hundreds of millions at launch prices.
A real flow back.
At scale.
One thing before we move on:
A generous ledger doesn't mean a perfect one.
Most projects, even the good ones, have both colors somewhere:
Strong flows in one area,
Gray zones in another.
That's exactly why you read columns, not vibes.
>Stackers
Small, niche, fairly new.
And mechanically the purest flow-back design I've seen.
Under 3,000 NFTs on Robinhood Chain.
80% of the token's trading fees auto-buy tokenized stocks.
Apple, Nvidia, Tesla.
Every four hours.
Straight into each NFT's own vault.
The stock travels with the NFT when it sells.
Just over $130K paid out so far.
Secondary royalties now feeding the pot too.
Full honesty: it's circular.
Recycled trading fees, not Walmart shelves.
A heartbeat, not yet an economy.
But the hard part of a heartbeat was building one.
The engine works.
Now imagine it plugged into external revenue streams.
The pipe is already built.
It's just waiting for something bigger to flow through it.
>Before we close,
The Steelman
Because studios have real reasons for holding IP tight:
-A canon needs a single owner or it fractures.
-Moderation costs money.
-Licensees demand one throat to choke, not 10,000 co-owners.
All true.
All legitimate.
And none of it explains why finished creative work from the community can't come with terms attached.
Roblox has ONE owner of its platform
and still wired $1.5B last year.
Pudgy owns its brand outright
and still pays the toy royalties.
Holding the IP and paying the contributors were never in conflict.
One is a governance choice.
The other is just a wire transfer.
>So why is fair still the exception?
The answer is about to get worse.
Tuesday, we dive down the rabbit hole.
The Three Hat Problem
Part 3
Last post gave you the tool:
Two columns.
Read the flows.
Today,
We run real names through the grid.
Starting where nobody expects:
The "Normies" world
>Roblox
The platform your little cousin plays.
The one crypto Twitter calls a walled garden.
In 2025, Roblox paid out $1.5 BILLION to creators.
That's in their SEC filings.
Not a pitch deck.
Is the split perfect?
No.
Creators earn Robux,
Conversion eats a chunk,
The effective cash rate is way below the headline 70%.
But billions.
Flowing.
Every year.
Under written contracts.
It goes further.
Their License Manager now lets any creator build on IPs like Squid Game, Sega, Netflix shows.
Standardized rev-share deals.
Typically 10-25% to the IP holder.
Terms written down before you build.
Read that again:
Billion-dollar franchises are opening their canon to random creators.
With a contract.
>Fortnite
Epic runs a monthly engagement pool:
40% of the shop's net revenue,
Shared with island creators.
On top of that,
Creators selling items inside their islands currently keep about 74% of retail value.
(A promo rate through 2026, it drops to roughly half after.)
Not charity.
A written, published split.
>Minecraft
Marketplace creators:
A commonly reported 70/30 split, in the creator's favor.
Some partners have built whole studios on it.
The pattern is hard to miss.
The "corporate" platforms.
The ones with lawyers.
The ones we mock.
They put the terms in writing,
And wire the money.
So the question writes itself:
If they can do it,
What does our side of the fence look like?
Next post, we cross it.
π