As the Super Bowl draws over 100 million viewers, crypto exchange Kraken has no plans to advertise at the "U.S.-centric event," according to chief marketing officer Mayur Gupta.

He said the exchange prefers events with more global appeal to educate people on crypto's potential, as the next wave of users will be worldwide. This aligns with speculation that crypto ads will be absent from Super Bowl LVIII after the 2022 hype and 2023 crypto fallout.

The Super Bowl has consistently surpassed 100 million viewers since 2010, but Kraken sees its American focus as misaligned with crypto's global future. With the US government boosting international viewership this year, other crypto firms may share Kraken's perspective and continue shunning Super Bowl ads in 2023.

Gupta said hype-driven crypto marketing is giving way to substantive education and awareness amid growing regulatory oversight. So entertainment and humor may dominate Super Bowl ads again versus crypto. As major asset managers like BlackRock skip crypto ads despite new spot Bitcoin ETFs, Kraken's stance signals crypto's marketing shift from short-term hype to long-term vision.