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Esports organization Team Liquid has formed a strategic partnership with Mysten Labs, the web3 infrastructure company and original contributor to blockchain platform Sui, to revamp its fan loyalty program. Together, the companies hope to highlight Sui’s developing gaming ecosystem and drive fan engagement.
In 2021, the esports organization launched its fan loyalty program: Liquid+. In addition to exclusive content and match schedules, fans could earn points by engaging with Team Liquid. Ultimately, Liquid+ incentivized engagement and helped Team Liquid learn more about their fanbase.
With the relaunch, fans will be able to earn and own digital collectibles through their engagement. Fans can use these collectibles to outfit their unique avatar in the form of Blue, Team Liquid’s mascot. Additionally, some of these digital collectibles will unlock other rewards and experiences for fans.
Driving web3 adoption via fan loyalty
“Real fandom doesn’t happen in a single moment. It needs to be nurtured and sustained through experiences that strengthen the tether between team and fan. Team Liquid has always been a pioneer in esports fandom, and our partnership with Mysten Labs and incorporation of Sui is a testament to that spirit of innovation,” said Claire Hungate, President and COO of Team Liquid. “This partnership enables us to offer fans new experiences and exclusive rewards, deepening their engagement with Team Liquid, our players, and our teams.”
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While some have touted gaming as an ideal use case for blockchain technology, web3 companies have faced stumbling blocks to broader adoption. In addition to technology concerns such as scalability and affordability, core gamers have been turned off by scams and implementations that lose sight of what makes gaming fun. Through this partnership, Team Liquid and Mysten Labs look to emphasize how web3-powered technology can enhance the esports fan experience.
“Esports fans have always been passionate about the teams and games that they love,” said Evan Cheng, cofounder and CEO of Mysten Labs. “Our collaborative partnership with Team Liquid will enable better connections with those fans and introduce them to gaming on Sui — games that center the player’s experience. This partnership is a major advancement for web3-powered gaming and we are thrilled to be working alongside Team Liquid to make it happen.”
In addition to the re-launched loyalty program, Team Liquid and Mysten Labs will collaborate on marketing and growth initiatives to support games on Sui. These efforts will include content, events, sponsored streams and more.
Team Liquid has already dipped its toes into Web3 gaming. In November 2023, the team annouced a collaboration with NFT auto-battler, Illuvium.
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