Creepz by Overlord is a multimedia entertainment NFT brand that encompasses TV animation, streetwear fashion and blockchain gaming. The brand takes inspiration from Pokemon's blueprint to create an entire entertainment ecosystem of different games, digital experiences, animated series, and merchandise.

This article will examine what Creepz and the Overlord is, the power of lore and high conviction buyers, as well as dive into the factors that push Overlord to be the 18th biggest NFT ecosystem on Ethereum in total secondary volume.

Article Outline

• What is Creepz by Overlord?

• The Power of Lore

• The Power of High Conviction Holders

• The Five Key Verticals of Overlord

• Project Runway Analysis

• Closing Remarks

What is Creepz by Overlord?

Creepz by Overlord is not your average NFT project. This multimedia brand covers a diverse range of verticals, including TV animation, streetwear fashion, blockchain gaming, ecosystem coin, and brand building.

Drawing inspiration from the blueprint that Pokemon has created, the brand is not just about building a product but rather an entire entertainment ecosystem with different games, digital experiences, animated series and merchandise.

What sets Creepz by Overlord apart is its decentralized, co-owned, and community-driven approach to building an IP. By co-building and creating the brand with the owners/holders of the NFT, the community becomes the product, engaging them in different ways to create a fun fandom.

What Is The Overlord and What Are Creepz?

To draw a comparison with Marvel, one of today's most popular entertainment brands, Creepz by Overlord could be seen as the Marvel Universe, with the Overlord being the overarching universe and Creepz as Spiderman, representing a diverse set of characters and species within it. As the brand develops over time, multiple species can be introduced, all coexisting within the same universe.

What Are The Different Collections in the Overlord Ecosystem?

The Overlord ecosystem is an expansive universe featuring a total of 7 collections to date. In total, all collections across the Overlord Universe have seen a sum of $96.6 million USD, placing them as the 18th biggest NFT ecosystem on Ethereum in total secondary volume.

1/ Creepz by OVERLORD

Creepz by OVERLORD is the genesis collection in the Overlord universe, featuring over 11,111 NFTs with a total volume of 33,926 ETH (~$50.8 million USD) and currently sitting at a floor price of 1.39 ETH (~$2,085 USD).

2/ Creepz Invasion Pass

Creepz Invasion Pass is a collection of 8,888 NFT passes. When paired with a genesis Creepz, it allows holders to claim their 3D Creepz upon their release. The pass also acts as a VIP passport to the Creepz ecosystem for all kinds of exclusive in-game and IRL experiences and perks. To date, the Invasion Pass has seen a total of 3,067 ETH (~$4.6 million USD) in volume and sits at a floor price of 0.048 ETH (~$72 USD).

3/ Floor X Creepz

Floor X Creepz is a collection of 2,222 NFT passes that hold the same utility as the Creepz Invasion Pass. Originally, however, these were made in collaboration with Floor, allowing holders access to their platform. The Floor X Creepz passes have seen a volume of 156 ETH (~$234,000 USD) and currently sit at a floor price of 0.069 ETH (~$103 USD).

4/ Creepz Shapeshifterz

Creepz Shapeshifterz are collector cards of 7 different characters with 5 different variations of each character. They can be mutated into Creepz Mega Shapeshifters by collecting all 5 different variations of a single character and sacrificing them to the Overlord. Doing so increases a Genesis Creepz holder’s $LOOMI bribes earnings. This collection has done a total of 12,193 ETH (~$18.3 million USD) in secondary volume and sits at a floor price of 0.026 ETH (~$39 USD).

5/ Creepz Mega Shapeshifterz

Creepz Mega Shapeshifterz is the mutated version of Creepz Shapeshifterz that arise as a result of sacrificing 5 Shapeshifterz. The collection has seen over 2,227 ETH (~$3.3 million USD) in volume, with a floor price of 0.1102 ETH (~$165 USD).

6/ Creepz Loomi Vault

Creepz Loomi Vault is a collection of 5,000 NFTs acting as a Genesis Creepz holder’s private vault in the Overlord’s bank. They grant holders dividends from the inter-galactic invasion fund. To date, the collection has seen 2,525 ETH (~$3.8 million USD) in total volume, with a floor price of 0.067 ETH (~$100 USD)

7/ Creepz Reptile Armoury

Creepz Reptile Armoury is a collection of 20,000 NFTs. They are the most high-tech interstellar gizmos to upgrade a Creepz’ army in the invasion of earth. This collection has seen over 10,429 ETH (~$15.6 million USD) in secondary volume and currently sits at a floor price of 0.039 ETH (~$58 USD).

Setting Up For The Future of Overlord

It is worth noting that although the Shapeshifterz, Mega Shapeshifterz, Loomi Vault, and Reptile Armory collections were significant in the first season of Creepz, it remains unclear what role they will play in the upcoming version of the brand. However, the team has confirmed that there are plans for each of these assets in the new ecosystem and more is yet to be revealed.

Additionally, the Genesis Creepz and the Interdimensionals - an upcoming collection that is yet to be revealed - will be the main protagonists within the Overlord Universe.

The Power of Lore

“Beyond hard work, two main things set us apart.

The first was leaning into the idea of IP. IP is more than just the artwork itself, it’s the narratives, it’s the universe around it, it’s the motivations, the will to want to take on this character and live it.

The second main pillar is understanding what your product is. We saw the community as the product in many ways. We didn’t just see the community as fans. We saw them as segments of users who are trying to get something out of the brand. If you segment who your users are, you interact with them in different ways at different points in that journey. You really create this fun fandom that still exists, even in a bear market.” - Creepz Co-Founder, Dom, during the Boys Club podcast

The ability of the Creepz team to inspire their buyers to embrace the lore they've developed and take on the Creepz persona played a significant role in the project's success.

The Overlord website's slogan, "an expansive universe created by you," emphasizes how Creepz has established itself as an NFT brand driven by storytelling, enabling its community to engage with and contribute to the lore they have crafted as co-creators.

This fosters a robust relationship among holders that strengthens their ties to both the project and the community, attracting notable celebrities like Brooklyn Beckham and Jayden Smith.

The Lore Behind Creepz by Overlord

The Creepz and Overlord Universe is a fictional world where lizards have taken over the Earth, led by The Overlord, who aims to capture all of the planet's resources and people.

Creepz are the coolest bad guys in the galaxy, and they serve as minions to The Overlord.

On December 30th, 2021, Creepz invaded Earth and shapeshifted into humans to infiltrate human society.

The Lemurian Galaxy is the first known galaxy within the Overlord Universe and has ten planets with their own rulers, resources, and capabilities:

• KATAMA;

• LEMURIA;

• KRISTAII;

• HEILMERIA;

• DOTSTOPIK;

• ASHHEZ;

• JUNGALOOR;

• TYRANTIA;

• ALCATRII;

• IMPERIUM.

The Power of High Conviction Holders

“We created an incredible amount of depth in our community.

We could’ve launched 2-3 months before we did and been just as successful, but we wouldn’t have had this true fandom that’s now going to enable us to scale this brand to becoming a global entertainment brand with deep roots in the community.” - Creepz Co-Founder, Joe, during the Boys Club podcast

Joe and Dom, the co-founders of Creepz, invested a significant amount of time in determining what drives success in the NFT market. They sought to address several critical questions, such as what NFT buyers seek, what constitutes a strong NFT brand, what makes an NFT product engaging, and what NFTs represent fundamentally.

Their efforts have paid off, as the project has one of the highest retention rates in the market, with almost 40% of minters still retaining their NFTs over a year after launch, according to data on Dune Analytics. This retention rate is about twice as high as that of most other top 10 NFT volume projects that were minted more than a year ago, with the exception of CryptoPunks.

In fact, the retention of Creepz NFTs is not only high among minters but also among buyers on secondary markets, with 74.7% holding their NFTs for over 90 days, representing one of the highest retention rates in the NFT space.

The Five Key Verticals of Overlord

Overlord is building the Creepz IP into multiple entertainment verticals built especially for mainstream adoption with value accruing back to Creepz holders. They have revealed five primary verticals that they plan to focus on as they develop their brand and position in the market. They have been gradually revealing more information about each vertical and have been releasing treasures about their current game development on their Twitter page.

1/ TV Animation

Overlord has partnered with Stoopid Buddy Stoodios, a production company co-founded by actor Seth Green, to create an animated TV series centered around Creepz, with the aim of launching the show on a major streaming platform.

This is part of Overlord's ambition to become the first major entertainment franchise born from NFTs and to compete with giants like Marvel and Disney. This is exciting as it will be one of the first times audience members will get to own their “Mickey Mouse.”

Alternative media and social content discovery are also two areas of focus for Overlord’s media development as they aim to expand the storytelling of their universe on a larger stage, collaborating with partners. Additionally, they plan to build digital communities by creating short-form immersive content.

2/ Streetwear Fashion & Merchandise

Overlord has also announced an IP joint venture with West Brand Lab to create a full fashion brand alongside a group of renowned fashion industry veterans to create a major Creepz fashion brand that can compete with Supreme.

The group consists of former executives from companies such as the ex-CMO of Levis, the ex-VP of Nike, the ex-VP of Lululemon, and the ex-CMO of Tinder.

This collaboration will help the brand achieve mainstream cultural relevance and bring it to millions of people around the world. The team's understanding of the industry, coupled with the initial capsule collection model, will provide a platform to collaborate with some of the world's largest and most iconic fashion brands, influencers, and media.

Overlord also plans on merchandising IP via toys, comics, and consumables by taking the stories, worlds and characters from the ecosystem to the world of physical products and partnering with global brands in order to access millions of new fans.

This pillar marks another step towards establishing Creepz as a major global entertainment brand.

3/ Blockchain Gaming

Overlord is creating a gaming ecosystem in the Overlord Universe with a multi-platform of games and experiences designed for mainstream adoption. The ecosystem and platform are ready for launch and the development of games with strategic partners is currently in progress.

The gaming platform will enable a multi-game ecosystem for different genres and platforms such as mobile, PC, and console.

Overlord has already signed three major developers, including a big Web2 company (more will be revealed later this week). Overlord is working with a gaming board from EA, Blizzard, Rockstar, and more to reach millions of gamers through high exposure publishing partnerships.

The Overlord team sees gaming as a crucial pillar for mainstream attention and adoption, pointing to gaming as being a trojan horse for lore and animated series with popular games like the Last of Us recently finding success as TV series.

4/ Brand Building

Overlord is represented by Three Six Zero, a global management and entertainment company that represents high-profile celebrities such as Will Smith, Jason Statham, Calvin Harris and the likes.

Overlord also recently signed with WME, the largest entertainment management company globally. As Overlord’s agent, their primary objective is to expand Overlord’s IP to significant media, entertainment, and gaming partners worldwide. WME represents top-tier media, entertainment, and gaming talent and provides access to opportunities across the entertainment industry. They are also recognized for representing the best, with unparalleled connections to major studios and culture-defining creators.

5/ Ecosystem Coin

Lastly, but certainly not least, an essential aspect of Overlord is the development of a unique token that will connect all aspects of their ecosystem together.

The team has engaged expert technical partners to create the token in a user-friendly manner that will appeal to mainstream audiences, ensuring widespread adoption.

Creepz holders will receive an airdrop of this token. Additionally, the team is currently undertaking a VC raise to create another coin that will be introduced in the future, with a rollout and Whitepaper to follow.

Project Runway Analysis

In order to gain a true understanding of the funding required to build a brand of the scale achieved by Overlord, it is important to examine the resources that the team has at their disposal. Overlord has managed to create an impressive total of seven collections in a relatively short amount of time, and they have raised a conservative estimated amount of at least $18 million USD in funds over the past year, which is a significant amount.

Given the volatile nature of cryptocurrencies, the team could have exchanged a significant portion of their ETH (and $LOOMI) denominated funds to stable currencies in order to preserve their runway.

However, for the purposes of this analysis, it will be assumed that all funds were retained in their original currencies with most royalties in ETH, and mints in both ETH and $LOOMI currencies. These funds have then been converted at the spot rate to provide a ballpark estimate of their runway.

Although the team already has a substantial war chest, they are also planning to boost their resources through a round of VC funding. For comparison, Yuga Labs’ VC funds and $APE coin allocation constitute around 90.4% of their treasury.

Closing Remarks

TL;DR

Here are the summarized points made throughout this article:

• Creepz by Overlord is a multimedia brand that covers various areas, including TV animation, streetwear fashion, blockchain gaming, ecosystem coin, and brand building. It aims to create an entire entertainment ecosystem with different games, digital experiences, animated series, and merchandise, drawing inspiration from Pokemon. The brand stands out by using a decentralized, co-owned, and community-driven approach to building its IP, engaging its NFT owners/holders to become part of the product and creating a fun fandom.

• The Overlord ecosystem consists of seven different NFT collections, including Creepz by Overlord, Creepz Invasion Pass, Floor X Creepz, Creepz Shapeshifterz, Creepz Mega Shapeshifterz, Creepz Loomi Vault, and Creepz Reptile Armoury. Each collection serves a specific purpose in the Overlord Universe. Although it is uncertain what role some of these collections will play in the future of the brand, the team has confirmed that each asset will have a place in the new ecosystem. The Genesis Creepz and the upcoming Interdimensionals collection will be the main protagonists of the Overlord Universe.

• In total, the Overlord ecosystem has generated $96.6 million USD in total secondary volume.

• Overlord has seen success in the market due to its focus on developing a strong universe and narrative around its artwork, which creates a fandom that extends beyond just being fans. The community is seen as a product, and co-creators of the lore, which fosters a robust relationship among holders, attracting notable celebrities like Brooklyn Beckham and Jayden Smith. Creepz has established itself as an NFT brand driven by storytelling, enabling its community to engage with and contribute to the lore they have crafted.

• The project has one of the highest retention rates in the market, with almost 40% of minters still retaining their NFTs over a year after launch, and 74.7% of buyers holding their NFTs for over 90 days, representing one of the highest retention rates in the NFT space.

• Overlord is building the Creepz IP into multiple entertainment verticals to compete with giants like Marvel and Disney. They have announced five primary verticals they plan to focus on, which include TV animation, streetwear fashion and merchandise, blockchain gaming, brand building, and an ecosystem coin. Overlord has partnered with Stoopid Buddy Stoodios to create an animated TV series centered around Creepz, collaborated with West Brand Lab to create a full fashion brand, and signed major developers for their gaming ecosystem. They have also signed with global management and entertainment companies to expand their IP and are developing a unique token to connect all aspects of their ecosystem together. Creepz holders will receive an airdrop of this token, and Overlord is undertaking a VC raise to create another coin in the future.

• Overlord has raised a conservative estimate of $18 million USD over the past year. The analysis assumes that all funds were retained in their original currencies, with most royalties in ETH and mints in both ETH and $LOOMI currencies.

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