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The Sandbox has launched its biggest LAND auction yet, teaming up once again with GBM Auctions to change how digital assets are distributed in Web3. For the first time, auctions will take place before any official platform sale, making this drop a turning point for how virtual LAND and avatars enter the metaverse.
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Usually, The Sandbox hosts direct platform sales first. This time, they flipped the order, putting auctions ahead of the game. The decision reflects how committed the team is to experimenting with distribution and placing more control in the hands of community participants.
Cédric Neumann, The Sandbox’s NFT Sales Director, explained the thinking behind the change:
“We’re thrilled to bring this expanded LAND auction to our community for the Training Grounds LAND sale through GBM. Their Win-Win Auction model offers a new, gamified way for people to enter the ecosystem and build the metaverse with us.”
This drop features 80 standard LANDs, 26 premium LANDs, and four large estates. Three of the estates measure 3×3, and one is a 6×6 mega plot. All estates are exclusive to GBM and will not be available through The Sandbox’s own platform.
In addition, 220 avatars are being auctioned, with 10 available for each of the 22 IPs involved. Cirque du Soleil is among the names already announced, with more brands expected to be revealed during the campaign.
GBM Auctions uses a Win-Win protocol that changes how digital assets are auctioned. Rather than rewarding only the highest bidder, all participants earn value. Anyone who gets outbid receives their full bid amount back plus a reward for participating. Every bid also contributes to on-chain price discovery.
“This is the biggest LAND and avatar sale we’ve hosted with The Sandbox, and a blueprint for how branded assets should be distributed in the open metaverse.”
This model adds a level of fairness and engagement rarely seen in traditional NFT sales. It eliminates gas wars and gives all bidders a reason to join in, regardless of budget or timing.
The campaign began with a live X Space event on 14 July, hosted by The Sandbox and GBM. Speakers included Cédric Neumann, Stream Product Owner PandaPops, and Hugo McDonaugh. The event helped break down how the auctions work and why the new approach matters. A full recording of the space is available online.
Shortly after, The Sandbox followed up with a blog post and community-wide email to spread the word.
The auctions officially opened on 15 July at 2:00 PM UTC and will remain live until 22 July. All assets are available only as primary listings—there are no secondary or marketplace resales during this drop.