As the interest around NFTs and Web3 wanes off, Starbucks announced that it is shutting down its Web3 loyalty program Odyssey, which had been in beta since late 2022.

Per the official FAQ, the beta version of Odyssey is scheduled to end on March 31, 2024. Users are advised to complete any unfinished activities, which are called Journeys, by March 25. The Starbucks Odyssey Discord server will be closed down on March 18.

The Odyssey program is built on the Polygon blockchain. It allows users to earn NFTs, or Journey Stamps, by participating in different games and activities. These stamps provide exclusive benefits, and users can also purchase limited edition NFTs for added perks.

Starbucks stated that the Odyssey marketplace will transition to the Nifty NFT marketplace, where users can buy, sell, and transfer their Odyssey stamps. However, the company’s FAQ leaves the door open for a potential return of the program, stating, “While the Starbucks Odyssey Beta program is ending, we are excited for you to see what comes next and are grateful for your consistent engagement and feedback,” said Starbucks.

The effort was led by former Starbucks chief digital officer Adam Brotman through his company Forum3. Brotman and his co-founder Andy Sacks have recently pivoted their focus from Web3 to generative AI, with their new tagline being “Where AI Meets Digital Transformation.”

Steve Kaczynski, the program’s lead and co-author of “The Everything Token,” recently spoke to TechCrunch. He revealed that the Odyssey program had over 58,000 active participants, with many reaching the highest tier of the five-tiered system by purchasing NFTs on secondary marketplaces.