#51: Blockchain Building Momentum - Highlights from Atari, Sony, & Coinbase

In This Article

Around the Block…

• Blockchain / NFTs: Atari, Sony, Liquid Death / Coinbase

• Gaming / Metaverse: US Open, Kansas City Chiefs, Samsung

Chain Reactions!

• Blockchain’s Getting Some Mojo Back

Around the Block…

Blockchain / NFTs

• Atari: Brings Classic Games On-Chain with Coinbase

  • As part of Coinbase’s ‘Onchain Summer’ celebration, Atari has expanded its ‘Onchain Arcade,’ bringing back classic games Asteroids and Breakout on the Ethereum layer-2 network, Base. In collaboration with Base and Stack, players can mint NFT access passes to compete on blockchain-based leaderboards. Top scorers can win prizes like Atari 2600+ consoles, exclusive merch, and game codes each week, with leaderboards resetting weekly through August 30th. Atari also offers free access to Asteroids for holders of the 50 Years of Atari NFT and ARCs.

  • Source: Coinbase x Atari Onchain Summer / Coinbase / Decrypt / Medium (Atari-Club - CarlyF)

• Sony: Unveils Soneium Blockchain to Drive Web3 Adoption

  • Sony continues to dive into web3 - this time, it’s launching its new blockchain, Soneium, developed by Sony Block Solution Labs. Positioned as the infrastructure backbone for Web3, Soneium aims to make blockchain technology a daily part of users’ lives by enabling decentralized and automatic interactions across various applications. The public blockchain will support Web3 games, NFT marketplaces, and entertainment services.

  • Source: Sony / Soneium

• Liquid Death: Packaging to Promote NFTs from Coinbase

  • Liquid Death will showcase Coinbase on its packaging thanks to the latter’s winning bid in an eBay auction held earlier this year. Coinbase bid ~$500,000 for the space and will use it to promote NFTs for its blockchain, Base. Over the next six months, Coinbase will be featured on 500,000 Liquid Death boxes. Shoppers will be able to scan QR codes to mint NFT artwork (offered both for free or at low cost, with proceeds going to artists). Those who mint one of Coinbase’s NFTs will be eligible to win physical items from participating artists.

  • Source: Decrypt / X (Coinbase)

Gaming / Metaverse

• US Open: Debuts Gaming Arena & Contests at 2024 IRL Event

  • The United States Tennis Association (USTA) has unveiled the "Advantage Arena," an immersive gaming space at the 2024 US Open. Open during fan week from August 19th through 25th, this interactive zone lets fans engage in tennis-themed games like "Tennis Storm" on Fortnite and "Champions of the Court" on Roblox (the USTA Roblox game has been refreshed for this year’s US Open featuring brand partners - Ralph Lauren and Emirates). With 13 gaming stations, attendees can compete for over 3,500 prizes, including in-game rewards and real-life merchandise, enhancing their connection to the sport both online and in person.

  • Source: US Open - 1 / US Open - 2 / Roblox (US Open: Champions of the Court) / QNS 

• Kansas City Chiefs: Team Up with ‘NFL Rivals’ Game for ‘24 Season

  • The Kansas City Chiefs have partnered with the popular blockchain-backed mobile game ‘NFL Rivals’, naming the game as the "Official Mobile Game of the Chiefs" for the 2024 NFL season. ‘NFL Rivals’ has over 5 million downloads and 115 million games played. The partnership includes in-stadium branding, tailgate experiences, and fan sweepstakes, with prizes such as VIP experiences at Chiefs’ home games.

  • Source: NFL Rivals / Blockonomi

• Samsung: Showcases Galaxy Z Fold6 in Fortnite Game

  • Samsung’s UK division has partnered with game developer Gamefam to feature the new Galaxy Z Fold6 phone in their popular Fortnite game ‘Obby But You're On A Bike.’ The sponsored activation will include Samsung mini-games, player rewards, and influencer activations. Last month, Samsung’s Isreal division integrated the Z Flip6 into 11 Roblox games.

  • Source: Fortnite (Obby But You’re On A Bike) / LinkedIn (Ricardo Briceno)

Chain Reactions!

Blockchain’s Getting Some Mojo Back

While NFTs have faced skepticism this past year, with market downturns and the fade of get-rich-quick hype, blockchain activations are regaining momentum. This past month has seen a resurgence:

• Atari’s On-Chain Leaderboards: Atari blends nostalgic play with cutting-edge innovation, turning retro games into digital experiences through NFTs and blockchain leaderboards.

• Sony’s Own Blockchain: Sony’s Soneium blockchain represents a major push to make Web3 mainstream. By building a decentralized infrastructure supporting everything from gaming to NFT marketplaces, Sony is positioning itself at the forefront of the next digital wave—potentially onboarding the masses seamlessly through integration with their existing consumer products.

• Liquid Death Promoting Coinbase NFTs: Liquid Death is partnering with Coinbase to bring NFTs to grocery store shelves. This campaign goes beyond minting digital art; it’s about making blockchain accessible to everyday consumers and reshaping how NFTs are perceived.

• KC Chiefs Partnering with Blockchain Game: The Kansas City Chiefs partnership with ‘NFL Rivals’ may seem like a straightforward gaming collaboration. However, it subtly integrates blockchain-backed gameplay, promoting it as the team's official gaming partner for the upcoming season and incentivizing fans to play.

Other Activations This Month:

• Casio: Releasing 800 virtual sneaker NFTs with the walk-to-earn app STEPN GO.

• Adidas: Partnering with Doodles on wearable NFT Prize Pack collections.

• Lamborghini: Announcing a partnership with Web3 gaming company Animoca Brands.

• Ubisoft: Building a blockchain-backed game for the Netflix show Captain Laserhawk.

• Manchester United: Launching Fantasy United, an NFT card game with fan rewards.

As these activations show, the blockchain space is evolving. Whether through high-profile campaigns, gaming integrations, or more subtle tech adoption, brands are reigniting customer-facing interest in blockchain, laying the groundwork for its broader role in consumer experiences.

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