Feature
Feature builds Smart Content™, a blockchain-based engagement platform that captures, rewards, and evolves audience interaction across streaming, live events, and digital out-of-home for enterprise brands.
- Company typePrivate
- Founded2021
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Feature firmographics
Firmographics- Name
- Feature
- Legal name
- The Feature, Inc.
- Website
- https://feature.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feature builds Smart Content™, a blockchain-based engagement platform that captures, rewards, and evolves audience interaction across streaming, live events, and digital out-of-home for enterprise brands.
- Ownership category
- akta.pro rank
Feature industry classification
Industry- Product category
- Fan Engagement Software
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516), Amusement Parks and Arcades (7131)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822), Services-Amusement & Recreation Services (7900), Services-Allied To Motion Picture Distribution (7829)
- akta.pro primary industry
- In-Game Asset Standards & Infrastructure (NFT items, marketplaces, royalties, asset registries) (FSAPAGAE)
- akta.pro secondary industries
- Video, Film & Animation NFT Marketplaces (FSADANAE), Sports NFTs & Collectibles Marketplaces (FSADANAH), Paid Live Events & Virtual Tickets (Webinars/Streams) (MPACAFAC), Metaverse Virtual World Platforms (social worlds, land, UGC) (FSAPAGAD)
Keywords
Where Feature is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Feature business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Smart Contract Royalties: Feature earns royalties on secondary NFT sales through their smart contracts. When users resell or trade their NFTs on platforms like OpenSea, Feature's smart contract automatically captures a royalty on each transfer.
- NFT Sales: Primary revenue from selling NFTs (non-fungible tokens) and semi-fungible tokens backed by cryptographically secured assets. Products are sold globally with prices quoted in ETH (Ethereum) and/or USD. One-time purchase model for digital collectibles and branded content.
- Enterprise Platform Licensing: Revenue from licensing the Smart Content™ platform to enterprise brands and entertainment companies for fan engagement and loyalty programs. The platform connects viewers with brands and generates engagement-based revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | NFT products sold individually with variable pricing |
| Subscription | Multi-year contract | Enterprise platform licensing (unspecified) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Feature product offering
Product offeringCore offering
Feature develops and licenses its Smart Content™ platform, a Web3-based engagement technology built on Ethereum smart contracts that captures viewer attention in real time, interprets engagement signals, returns seamless rewards (access, recognition, or ownership via NFTs), and evolves narrative content in response to audience participation. The platform is delivered across Digital Out-of-Home, Streaming, Live Events, and Multi-Platform channels for enterprise customers such as Netflix, Porsche, Tottenham Stadium, and Sports Illustrated. Feature also operates the Lollipop Racing entertainment franchise and sells NFT-based digital collectibles priced in ETH and/or USD through its own storefront and on OpenSea's secondary market.
Differentiator
Problem solved
Functional benefit
Brands
- Lollipop Racing: Fictional cinematic racing franchise created by Feature.io that has been expanded into real-world motorsport through a partnership with Bingo Racing. The franchise reportedly has 16 million global viewers.
Products and services
- Smart Content™ Feature's proprietary smart contract technology platform that captures, interprets, and rewards viewer engagement in real time across media experiences. It operates through a four-stage cycle (Capture, Understand, Reward, Evolve) and is licensed to enterprise customers in sports, entertainment, automotive, and media for fan engagement, loyalty programs, and interactive content monetization.
- Lollipop Racing Fictional cinematic racing entertainment franchise created and owned by Feature with 16 million global viewers, expanded into real-world motorsport through a partnership with Bingo Racing for the 2026 SRO Japan Cup season using a livery-wrapped Porsche 911 GT3 R.
Quantifiable outcome
- 16 million global viewers for Lollipop Racing franchise
- +1 more outcomes
Companies that use Feature
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Feature technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Feature partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bingo RacingflagshipLollipop Racing franchise (16M global viewers) partnered with Bingo Racing to field a livery-wrapped Porsche 911 GT3 R in the 2026 SRO Japan Cup season. This marks the franchise's first real-world motorsport entry. The partnership debuted at Sportsland Sugo (May 16-17), where the car secured pole position in race two and took victory. Plans include competitions at Fuji Speedway, Okayama International, and Suzuka Circuit. Collaboration includes branded livery, driver appearances, and fan engagement initiatives connecting Lollipop Racing's viewers with Bingo Sports' 20-year presence in premium automotive.
Scale indicators4 records
Feature competitors and assessment
Company assessmentDirect peers
- Dapper Labs: Dapper Labs operates sports-focused NFT marketplaces including NBA Top Shot and NFL All Day, monetizing fan engagement through blockchain-based digital collectibles — a directly comparable Web3 sports engagement model to Feature's Smart Content™ platform.
- Sorare: Sorare runs a fantasy sports platform built on NFT player cards with major league licenses (MLB, NBA, NFL), targeting the same sports fan monetization opportunity via digital ownership and engagement rewards as Feature.
- Autograph: Autograph is a sports and entertainment NFT platform co-founded by Tom Brady, focused on athlete and brand-issued digital collectibles — a direct competitor in the sports/fan engagement NFT category.
- Mythical Games: Mythical Games builds Web3 games with major sports licenses (NFL, NBA, FIFA) using their own blockchain infrastructure, competing for the same brand-driven, fan-engagement digital ownership wallet share as Feature.
- Rarible: Rarible is a multi-chain NFT marketplace that supports creator royalties and brand-issued collections, offering an alternative distribution and issuance layer for the same kind of media-engagement NFTs Feature sells via its smart contracts.
- Rally: Rally provides a creator economy platform for fan tokens, digital collectibles, and community monetization, comparable to Feature's creator/brand engagement and smart contract-based fan ownership offering.
Emerging players
- Zora: Zora operates a Web3 protocol and marketplace for media/music NFTs with on-chain creator monetization, intersecting with Feature's media-engagement and creator fan tokenization thesis.
- Royal: Royal enables fans to buy royalty-bearing NFTs from musicians, applying smart-contract-based ownership economics to media content — closely aligned with Feature's media engagement and royalty capture approach.
Broad incumbents
- Fanatics Collectibles: Fanatics Collectibles (including Topps) is a much larger sports collectibles platform spanning trading cards and digital, competing for the same sports brand fan engagement and collectibles wallet share as Feature, though at vastly greater scale and capital base.
Others
- Bitmovin: Bitmovin provides OTT streaming infrastructure (player SDKs, CMS, analytics) to streaming platforms, sitting in Feature's adjacent streaming technology stack and serving similar enterprise media customers.
Market position
Customer concentration
Feature social profiles
Digital presenceFeature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feature leadership team
Management profileNumber of profiles
Profiles1 record
Feature funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feature M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Feature
What does Feature do?
Feature develops and licenses its Smart Content™ platform, a Web3-based engagement technology built on Ethereum smart contracts that captures viewer attention in real time, interprets engagement signals, returns seamless rewards (access, recognition, or ownership via NFTs), and evolves narrative content in response to audience participation. The platform is delivered across Digital Out-of-Home, Streaming, Live Events, and Multi-Platform channels for enterprise customers such as Netflix, Porsche, Tottenham Stadium, and Sports Illustrated. Feature also operates the Lollipop Racing entertainment franchise and sells NFT-based digital collectibles priced in ETH and/or USD through its own storefront and on OpenSea's secondary market.
Is Feature a public or private company?
Feature is a private company. It is classified as venture growth investor backed and is currently operating.
When was Feature founded?
Feature was founded in 2021. It employs 11 to 50 people.
Where is Feature based?
Feature is headquartered in Los Angeles, United States, in the North America region.
How does Feature make money?
Three revenue lines are on record. Smart Contract Royalties are the primary driver. The others are NFT Sales and enterprise Platform Licensing.
Who are Feature's main competitors?
Direct peers on record are Dapper Labs, Sorare, Autograph, Mythical Games, Rarible and Rally. Emerging players are Zora and Royal. Fanatics Collectibles is listed as a broad incumbent. Bitmovin is listed as an others.
Does Feature have an API?
No public API is recorded for Feature.
What industry is Feature in?
Feature's product category is Fan Engagement Software. Its primary akta.pro industry code is FSAPAGAE, In-Game Asset Standards & Infrastructure (NFT items, marketplaces, royalties, asset registries), with a secondary code of FSADANAE, Video, Film & Animation NFT Marketplaces. Its NAICS code is 516210 and its SIC code is 7822.