Written by: Yangz, Techub News

Compared to the ever-increasing Bitcoin, the stabilizing Ethereum, and the booming narratives around stablecoins and tokenized stocks, NFTs can currently be said to be largely overlooked. However, a recent wave of concentrated marketing for Pudgy Penguins has managed to draw some attention back to NFTs. As one of the few projects in the NFT space and the entire industry that has been steadily progressing, Pudgy Penguins' recent efforts have received direct feedback in terms of data and market performance.

Data from CryptoSlam shows that Pudgy Penguins' sales reached $7.848 million in the past week, an increase of 522%. Its floor price is currently 14.35 ETH, up 59.4% over the past week. In terms of tokens, PENGU has seen three consecutive weeks of gains since the week of June 23, with a current price of 0.032 USDT as of the time of writing. Although this price is still far from the historical high reached when it launched in December last year, it has achieved nearly a tenfold increase from the low of 0.0037 USDT on April 9, which is quite remarkable in the overall cooling NFT market.

So, what key strategies has the Pudgy Penguins team implemented behind these achievements?

Pudgy Penguins' Marketing Strategy

Looking at the actions of Pudgy Penguins starting from the week of June 23 when PENGU began to strengthen, it is clear that this day marked the beginning of this wave of concentrated marketing. On that day, VanEck rang the opening bell at Nasdaq, and the Pudgy Penguins image was prominently featured in the live broadcast. Currently, the related tweet is still pinned on Pudgy Penguins' Twitter account, stating "The mascot of Crypto."

Following this, in addition to being active at major events such as Cannes EthCC 2025, Pudgy Penguins received a significant boost. On June 26, Cboe BZX Exchange submitted a 19b-4 filing to the U.S. Securities and Exchange Commission (SEC) regarding the listing and trading of the Canary PENGU ETF (registered by Canary Capital in March this year). Pudgy Penguins' parent company Igloo tweeted that this application marks PENGU ETF as the second Memecoin-style ETF to enter the SEC review process, following DOGE, and the first ETF to include NFTs.

Subsequently, MoonPay, MetaMask, and Magic Eden began using Pudgy Penguins PFPs featuring their own logos. PENGU also launched on another major European trading platform, Revolut, after being listed on Bitstamp under Robinhood. Additionally, its logo appeared on the jerseys of the La Liga football club CD Castellón.

Entering July, Pudgy Penguins revealed its next major move: the launch of a mobile game called Pudgy Party. According to SteveG, the creator of the short animation Master Pengu surrounding the Pudgy Penguins IP, the game is a combination of "Mario Party" and "Fall Guys," developed by the Mythical Games team behind NFL Rivals, and the internal testing feedback has been very positive. Yesterday, Pudgy Penguins announced that Pudgy Party will soon be available on the Apple App Store and Google Play Store, and pre-registration is now open. Prior to this, they also launched a P2E game called Pengu Clash on TON, allowing players to earn rewards through competition.

After this, there was a recent trend of Pudgy Penguins "head-swapping." On July 12, Coinbase changed its X platform avatar to a Pudgy Penguins PFP featuring their logo, leading various exchanges and projects such as Polkadot, EigenCloud, Opensea, Binance.US, Nansen, Solana, OKX, Gate, HTX, Jupiter, Trust Wallet, SOL Strategies, and Gemini to join this brand collaboration (some projects have since reverted to their original avatars).

Notably, according to Arkham monitoring, addresses marked as Pudgy Penguins have cumulatively transferred approximately 1.404 billion PENGU in the past four days, valued at about $39.548 million. Several receiving addresses have transferred PENGU to exchanges such as Gate, Bitget, Bybit, KuCoin, and Binance. The timing and flow of these transfers raise speculation that they may be marketing promotion expenses paid by Pudgy Penguins for brand collaborations. Furthermore, this trend does not seem to have stopped, suggesting that marketing efforts are still ongoing.

In addition to the marketing surrounding the Pudgy Penguins ecosystem, its parent company recently launched Layer2 Abstract, designed specifically for on-chain culture and community, which tweeted yesterday asking, "What’s the CA? (on Abstract)," further promoting marketing efforts. Back in May, Pudgy Penguins CEO Luca Netz revealed in an interview that the token generation event (TGE) for Abstract Chain is expected to take place in the fourth quarter of 2025.

This dual-driven model of "upper-level marketing + underlying infrastructure" is transforming Pudgy Penguins from an NFT collectible project into a phenomenon-level IP, further unlocking the value flow of Pudgy Penguins in gaming, social, and commercial applications.

From launching Pudgy toys in 2023 and entering physical stores like Walmart, Target, and Walgreens, to introducing arcade games like Polar Challenge and claw machines in offline game halls last September, to collaborating with children's book publisher Random House Kids to release the picture book "The Worst Birthday Present Ever," and cross-industry collaborations with NASCAR, candy brand PEZ, and Lufthansa's frequent flyer program Miles&More, as well as the latest partnership with China's top collectibles company Suplay, all indicate that Pudgy Penguins has transcended the realm of a mere NFT project. Pudgy Penguins has now evolved into a comprehensive IP empire that spans digital and physical realms, integrating Web3 with traditional business.

Summary

The three consecutive weeks of gains for PENGU reflect not only the results of Pudgy Penguins' recent concentrated marketing efforts but also a testament to its long-term business layout and precise strategies. From an NFT project to a comprehensive IP empire, every step of Pudgy Penguins has been meticulously designed—whether it’s brand collaborations, game development, or Layer2 ecosystem construction, all showcase its strong execution capability and market intuition.

In the short term, this marketing frenzy has led to soaring data and industry attention; in the long term, the true value of Pudgy Penguins lies in its continuously expanding ecological boundaries, allowing a once-niche NFT to gradually grow into a super symbol that spans Web3 and traditional business. In the future, with more collaborations materializing and the ecosystem being perfected, Pudgy Penguins may prove that even in the winter of NFTs, high-quality IP can still break the ice and move forward.

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