In my head how this would work is you go into the game store and pay $15 in Ubi-bucks to get one of these NFTs. That gets you some pRNG seed value, and any supporting game can read that seed off the blockchain and procedurally generate some piece of gear. It might use that to generate a unique item based on preset patterns, it might just be an existing item off a drop table (maybe with a serial number stamped on like the article states). For some games the item is crap, for others it's awesome. Players can browse through already made items, (they're all on the chain after all) and trade through some cross platform auction house, where Ubisoft takes a modest 7% on each transaction.
Numbered helmets seem kind of bland in comparison.