Ultra Rare: Pioneering the Future of Digital Collectibles, Comics, and Gaming

5 min readNov 25, 2024

In the world of NFTs and digital collectibles, Ultra Rare has established itself as a trailblazer. Based in northeast England, the company is best known for its groundbreaking 2021 collection, The Horrors, which immortalized iconic monsters from literature and cinema and achieved over $1 million in sales. From this bold debut to innovative ventures in gaming and digital comics, founders John and Richie have carved a unique path in the ever-evolving Web3 ecosystem. Their vision is as creative as it is daring — transforming NFTs into a medium of storytelling, art, and gameplay that resonates far beyond the blockchain.

The Origins of Ultra Rare: From Collectors to Creators

Before Ultra Rare came to life, John and Richie were longtime friends with vastly different backgrounds. Richie was a professional poker player, while John worked in social care and pursued a career as a writer in film, TV, and comics. Their shared interest in digital collectibles began with the WAX blockchain and the Garbage Pail Kids (GPK) NFT collection.

“We were collectors first,” Richie recalls. “GPK drew us in because of the nostalgia and the creative potential NFTs offered.”

John, an avid GPK collector since childhood, saw NFTs as an exciting storytelling platform. Together, they envisioned creating something unique: a collection that blended high-quality art with innovative mechanics. This vision became The Horrors, a black-and-white collection featuring sinister designs that stood out from the bright and colorful parody-driven NFT sets of the time.

Breaking the Mold with The Horrors

Ultra Rare’s debut collection wasn’t just about aesthetics — it was about redefining how people experienced digital collectibles. The team introduced a hybrid pack-opening system that combined mint-on-demand and pre-minted packs. Collectors didn’t know what they’d get until they cracked open their packs, heightening the thrill of discovery.

To reward dedicated collectors, Ultra Rare offered special incentives. Completing large sets unlocked rare characters and additional NFTs, creating an ecosystem where collecting was as much about community and engagement as it was about ownership.

The reception was phenomenal. Within two hours, The Horrors sold out 60,000 cards, cementing Ultra Rare’s reputation as an innovative force in the NFT world.

NFTs on Alien Worlds: A New Frontier

After the success of The Horrors, Ultra Rare ventured into uncharted territory with Alien Worlds, one of the most popular blockchain-based metaverses. Their next collection, Cryptids, was tied directly to Alien Worlds’ ecosystem, and Ultra Rare became one of the first projects to drop NFTs onto the platform.

“We airdropped 12,000 NFTs to Alien Worlds miners on our land,” Richie shares. “It was a gamble at the time, buying eight pieces of land, but it paid off.”

The integration created a buzz among players and collectors alike. Users could mine Ultra Rare land and collect exclusive NFTs, sparking vibrant trading and community interaction. By bridging NFTs and in-game utility, Ultra Rare added a new layer of excitement to the Alien Worlds experience.

Why WAX? The Blockchain of Choice

For Ultra Rare, WAX blockchain’s affordability and scalability made it the ideal platform. Minting tens of thousands of NFTs was not feasible on Ethereum or other chains, especially during their early days.

“WAX was the only blockchain that allowed us to mint 60,000 NFTs for a single collection,” Richie explains. “Even now, that level of scalability and affordability is hard to find elsewhere.”

This practical approach, combined with a love for the WAX community, has kept Ultra Rare firmly rooted in the ecosystem, where they continue to collaborate with other projects like Atomikings and Nefty Blocks.

Ultra Comix: Reinventing Digital Comics

As passionate storytellers, John and Richie saw comics as the perfect medium to merge art and narrative with digital collectibles. Eight months after The Horrors, Ultra Rare launched Ultra Comix with their debut title, Beasts and Butchers. Illustrated by acclaimed comic book artist Kev Hopgood (Spider-Man, Judge Dredd), the comic introduced a groundbreaking feature: customizable panels.

“Collectors could swap out panels they purchased, making their comic unique,” John explains. “We wanted to add a layer of innovation and personalization to the traditional comic experience.”

Ultra Comix also hosted a special title set in Alien Worlds, tied to Ultra Rare’s free-to-play game Meta Battler. This project allowed collectors to immerse themselves in Alien Worlds lore while enjoying a seamless blend of story, art, and gameplay.

Meta Battler: A Game Changer in Web3 Gaming

Ultra Rare’s Meta Battler is a rogue-like deck-building game inspired by Slay the Spire and classic influences like Mortal Kombat. Players sync their NFTs — including those from other WAX collections — to build powerful decks and battle through levels.

The unique twist? Every NFT, regardless of its original collection, has utility in the game.

“Over 1,000 collections and three-quarters of a million NFTs have been synced to Meta Battler,” Richie reveals. “Each NFT generates stats, but our Meta Battler NFTs offer higher chances for better stats.”

The game also incorporates themed towers like Alien Worlds and The Horrors, where players compete to win NFT comic pages and other rewards.

Comics and Gaming Collide: Alien Worlds Tower

The collaboration between Meta Battler and Alien Worlds took an innovative turn with the introduction of the Alien Worlds Tower. Players who climbed the tower could win collectible comic pages based on Alien Worlds lore.

“The comic is ten pages long, and we give away thousands of packs,” Richie explains. “Players collect, trade, and build their comics while competing in leaderboards to earn even more rewards.”

The integration of NFTs, comics, and gameplay created a dynamic ecosystem where storytelling and strategy went hand in hand.

Looking Ahead: Innovation and Growth

Ultra Rare’s journey is far from over. With exciting updates planned for Meta Battler and a growing library of digital comics, John and Richie are committed to pushing boundaries.

“Our goal is to create a game that stands on its own, beyond just the Web3 space,” John says. “We want it to appeal to traditional gamers while still providing value to NFT enthusiasts.”

Richie adds, “We’ll keep creating collectible sets and refining our comic platform. We love making things, not selling them. The fun comes from creating and sharing with the community.”

From The Horrors to Meta Battler, Ultra Rare exemplifies the power of creativity and innovation in the digital age. As they continue to blur the lines between art, storytelling, and technology, their work promises to inspire collectors and gamers alike for years to come.

Visit: https://www.ultrarare.uk/