RWA, DePIN, ZK Dominate Crypto Discussions at TOKEN2049

At TOKEN2049, a prominent event in the crypto industry, three acronyms—RWA, DePIN, and ZK—dominated discussions both on stage and in private gatherings. Outset PR, a crypto-native PR agency known for blending performance analytics with boutique strategy, was among the delegates attending over 600 side events and private meetings. The agency's leadership gathered insights from both public panels and informal conversations, where future-altering ideas often emerge first.

Tokenization of real-world assets (RWA) is gaining significant traction. Initially focused on real estate, this trend has expanded to include treasury bills, commodities, and fine art. However, momentum alone is not sufficient. Investors now demand disclosures around custodial models, regulatory jurisdictions, and legal enforceability. RWA projects are increasingly being evaluated like fintech products rather than DeFi protocols. Outset PR's model, which includes daily media analytics and trend monitoring, helps projects stay aligned with rapidly changing market sentiment.

Decentralized physical infrastructure networks (DePIN) were another hot topic at TOKEN2049. These blockchain-powered networks, ranging from wireless and mobility to energy, demonstrate that decentralization can provide tangible, real-world benefits. The narrative around DePIN is intuitive for regulators, enterprise stakeholders, and users outside the crypto-native community, as it aligns with broader infrastructure trends. Outset PR, which supports multiple frontier-tech clients, focuses on identifying high-impact narratives early and framing complex infrastructure stories in accessible, outcome-focused language.

Zero-knowledge (ZK) technology has reached a critical point. While indispensable for scaling, privacy, and on-chain identity, its complexity creates a communications gap. Many ZK teams struggle to convey their value without overwhelming audiences. Outset PR excels at translating technical depth into strategic clarity, helping ZK projects bridge this gap without oversimplifying the message. Mike Ermolaev, founder of Outset PR, emphasized the need for a public narrative as powerful as ZK's private computations, stressing the importance of relevance and simplicity in communicating these technologies.

Another recurring topic at TOKEN2049 was the role of Google as a distribution bottleneck. Indexing delays, algorithmic volatility, and paid visibility challenges are reshaping how content reaches audiences. Outset PR has adapted by focusing on results-oriented campaigns that tie visibility to user engagement and tangible growth. Despite geopolitical tensions and macroeconomic uncertainties, the tone at TOKEN2049 was pragmatic. Founders and fund managers acknowledged that ambiguity is the new baseline, and progress must continue despite these challenges.

RWA connects crypto to capital markets, DePIN links it to physical infrastructure, and ZK enhances trust, scale, and privacy. Together, these technologies form the strategic architecture for Web3's next growth cycle. Firms aiming to lead this cycle must not only build but also communicate effectively, aligning their messages with market values. Outset PR stands out as the only crypto PR agency that fuses real-time data and high-touch strategy, delivering results like a partner rather than a vendor.