COZ has announced that MONOPOLY Experience: Tesouros do Brasil, a Hasbro-licensed immersive attraction opening Sept. 16 in São Paulo, is built on the Neo blockchain. The 90-minute experience uses non-fungible items as blockchain endpoints, with each card’s state, balance, room progress, player choices, and reward eligibility, tracked on-chain throughout the visit.
The activation is the largest mainstream brand deployment on Neo to date. Blockchain operates entirely as back-end state infrastructure, with visitors experiencing the gamification without encountering seed phrases, wallet setup, or gas fees.
The experience
Located at Shopping Cidade São Paulo on Avenida Paulista, the attraction spans two floors and five “Treasure Rooms,” each representing a region of Brazil: North, Northeast, Central-West, Southeast, and South. Visitors receive an RFID-enabled investor card and use it to navigate rooms, making investment decisions about Brazilian tourist destinations and accumulating gains or losses based on their choices.
The experience, which runs through November, combines gamification with financial literacy education. Tickets are priced at R$50, with a 15% discount for Nubank customers. Pre-sale for Nubank customers opened Aug. 4, with general sales beginning Aug. 6.
How blockchain powers the cards
Each visitor’s physical card functions as a non-fungible item endpoint on Neo N3. The blockchain holds the canonical state for that card: a starting balance of M$200, active room progress, choices made, and earned reward eligibility.
As visitors move between rooms, standalone stations interact directly with the smart contract layer. Each station reads the card, executes localized game logic, such as balance deductions or probability-weighted treasure selections, and writes updated state to the ledger. When a visitor finishes, the card is atomically reset on-chain, returning it to a clean state for the next person in line.
The architecture eliminates the need for a shared database between the multiple parties involved in the activation. Vendors and the gift shop verify redemptions directly against the network, meaning no single party needs to host or maintain a central server. Because the card state lives on-chain rather than in a local application, balances cannot be spoofed or manipulated client-side.
Partners
The experience is officially licensed by Hasbro and created by Businessland, the production company behind Brazil’s Harry Potter immersive theater experience, validating COZ as a live technology partner for tier-one experiential production. It is presented by Nubank through Instituto NU, the bank’s social impact initiative focused on education, technology, and entrepreneurship, in partnership with Brazil’s Ministry of Culture, official federal backing that positions the event as an institutional cultural project alongside its entertainment value.
ITEM Systems and AeroGlyph
The activation uses ITEM Systems’ AeroGlyph hardware, NFC-embedded cards engineered for dynamic, high-throughput event environments. The 500 AeroGlyph cards function as reusable operational infrastructure, cycling continuously through attendees via instant on-chain state resets rather than serving as disposable keepsakes. COZ projects approximately two million on-chain transactions over the activation’s lifetime.
The deployment builds on ITEM Systems’ 2025 roadmap, which identified “experiential and gaming” as a key vertical, and follows the Iron Studios collaboration at CCXP25 in December 2025 as the second known licensed brand deployment using ITEM Systems technology.
Tyler Adams, COZ co-founder, teased the activation during a July 14 NeoPod AMA, describing it as “a major brand activation coming to Neo N3″ distinct from the Iron Studios partnership.”
Looking ahead
The MONOPOLY Experience represents a consumer-facing deployment at significant scale, a high-traffic venue on one of São Paulo’s busiest streets, with blockchain managing real-time card state for every visitor over a multi-month run. The 500 reusable AeroGlyph cards are designed to cycle through tens of thousands of attendees. For COZ, it positions ITEM Systems alongside the CCXP25/Iron Studios deployment as a track record in live, physical-to-digital brand experiences, with an architecture that scales by provisioning additional cards rather than re-engineering backend infrastructure.
The COZ announcement can be found at the link below:
https://x.com/coz_official/status/2093791468385337723
About The Author: Dean Jeffs
Dean is a digital project manager who has worked extensively with start ups and agencies in the marketing space. Fascinated by the potential applications of blockchain technology, Dean has a passion for realising the new smart economy.
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