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Like last year’s floating QR code from Coinbase, this year’s Super Bowl will likely see brands experiment with content and sweepstakes that incentivize users to act right then, according to Bridget Hall, group account director at M&C Saatchi Performance.

Public companies like Affirm and Coinbase have also taken a tumble, losing tens of billions of dollars from their market cap so far this year. There’s still money out there for fintechs, but with most neobanks still unable to turn a profit, regulations coming for buy now, pay later services, and a chill falling over the cryptocurrency world, firms must stand out to attract investors. More like this.

Defections highlight structural challenges: Employees have left en masse from HSBC, Morgan Stanley, and Lloyds, among others, defecting to firms like Coinbase, Revolut, and Monzo. Outbound migration from large institutions to startups, particularly in formerly hot fields like crypto, could slow or halt.

Coinbase, crypto.com, eToro and FTX spent a combined over 50 million dollars on Super Bowl ads last year. Last year's Super Bowl, according to MediaRadar. Since then, FTX collapsed. The share price of Bitcoin has been cut in half, and Coinbase laid off 20% of its workforce twice. Sarah Morrison of Recode notes it was dubbed the Crypto Bowl, but what would you call this one?

There are still a large number of really reputable companies in the space, players like Coinbase. You have other large financial institutions that are also still investigating and seeking a regulatory framework to allow them to really be active in the crypto space in an institutional sense, so to offer safe regulated investments in this.