#49: Digital Rivalry Heats Up - Manchester Football Clubs Battle for Tech Supremacy

In This Article

Around the Block…

• Blockchain / NFTs: Adidas, Ubisoft

• AR / VR: Paramount+

• Gaming / Metaverse: Manchester City

• Roblox: Warner Bros. / Fandango

Chain Reactions!

• Manchester’s Digital Derby

• Doodle’s Creating Cinematic Buzz with Brand Partnerships

• Roblox Unlocking Real-World Power through Commerce

Around the Block…

Blockchain / NFTs

• Adidas: Partners with Doodles on Wearable Prize Pack Collection

  • Adidas has teamed up with NFT brand Doodles on digital collectible packs that can be purchased for the entry price of $4.99 until August 16th. Each pack comes with two adidas Originals x Doodles wearables inspired by upcoming Doodles ‘Dullsville and the Doodleverse’ movie character ‘Deysi,’ which can be revealed once the sale period is closed. Owners will have a chance to receive digital wearables, one of 200 physical tracksuits, or one of 200 pairs of Superstar shoes.

  • Source: Doodles

• Ubisoft: Building Web3 Game for Netflix Show ‘Captain Laserhawk’

  • Video game developer Ubisoft is partnering with the Arbitrum blockchain’s foundation and web3 game development platform Sequence to create a game for the show ‘Captain Lazerhawk’ that includes blockchain-powered features. Linking in-game activities to the Arbitrum blockchain will allow players to ‘shape the story, gameplay, and even side experiences.’

  • Source: NFT Insider

AR / VR

• Paramount+: Celebrates SpongeBob’s Anniversary on Vision Pro

  • The streaming platform and Nickelodeon have unveiled a ‘Bikini Bottom’ experience to celebrate SpongeBob SquarePant’s 25th anniversary available on the Paramount+ Apple Vision Pro app. Users can watch content in a SpongeBob themed setting, as well as interact with the show’s characters and play a ‘Jellyfishing’ mini-game on the headset.

  • Source: AWN

Gaming / Metaverse

• Manchester City: Launches Virtual Escape Room Game with OKX

  • The English soccer club has teamed up with their official crypto exchange partner, OKX, to create an interactive game called ‘Unseen City: Echoes of Blue’. The game centers around an escape room experience, where players progress through the game to answer trivia questions and earn entries for exclusive club prizes such as tickets, limited edition shirts, and a stadium tour. The activation will be live from August 9th through September 5th.

  • Source: Manchester City (Unseen City: Echoes of Blue) / PR Newswire (OKX)

Roblox

• Warner Bros.: Launches Beetlejuice in Roblox with Movie’s Release

  • Warner Bros. partnered with creative agency Sawhorse Productions to bring ‘Beetlejuice Beetlejuice’ to life on Roblox the week of the movie’s release. The experience ‘[Beetlejuice] Escape the Afterlife’ included a virtual Fandango box office, where players can purchase real-life movie tickets. Players can also view the movie’s trailer, participate in games, and collect a limited quantity of UGC virtual wearable items.

  • Source: Roblox (Beetlejuice: Escape the Afterlife) / Business Wire (Warner Bros.)

Chain Reactions!

• Manchester’s Digital Derby

  • The rivalry between Manchester United and Manchester City isn’t just about who wins on the field but also about who can push the envelope in the digital space. Both clubs are in a race to test new tech, from AR experiences to blockchain-based collectibles, constantly innovating to engage their global fanbases. While City is leading the way, it’s almost as if they’re in a tech race, with each trying to outdo the other with the latest in digital fan engagement. As they continue to experiment and roll out activations, it’s evident that the future of soccer fandom is being shaped by those who can embrace new technologies and provide additional ways to connect with fans and their greater community.

  • How do you think digital fan engagement will shape the future of sports?

• Doodle’s Creating Cinematic Buzz with Brand Partnerships

  • As Doodles prepares for its ‘Dullsville and the Doodleverse’ movie release, the brand is strategically partnering with Adidas and AriZona (along with Pharrell and Lil Wayne, among others) to boost its presence across both digital and physical markets. These collaborations are more than marketing—they’re about integrating Doodles into everyday life with wearable NFTs, themed products, and music, driving anticipation for the film and deepening engagement with fans.

• Roblox Unlocking Real-World Power through Commerce

  • Roblox is proving that the future of commerce could be increasingly virtual sooner than we imagined, with Warner Bros.’ move to integrate real-world movie ticket sales with Fandango as just the beginning. This isn’t just a novelty; it’s a glimpse into what could be a much larger trend of integrating real-world functionalities into virtual platforms. Imagine players trying on clothes virtually before purchasing physical items, attending virtual concerts with the option to buy real-world tickets and merchandise, or participating in educational courses that lead to recognized certifications. The possibilities are endless, and this latest activation with Fandango shows that Roblox is just getting started in rewriting the rules of commerce.

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