UK esports organisation LDN UTD have this morning announced a blockchain-based partnership with ARterra Labs.
The pair will collaborate to provide digital collectibles ‘that serve to enhance fan engagement, educate fans on the technology, and add value to LDN UTD’s community wherever they are – in stream, online and at LDN UTD’s Camden Centre of Excellence‘.
LDN UTD is an org that competes in several titles, including Valorant, Fortnite, League of Legends and FIFA, and tackles social issues, such as by running campaigns addressing racism (with the Rio Ferdinand Foundation) and diversity, mental and physical health and more.
ARterra Labs is an NFT/web3 fan engagement tool provider focused on esports and gaming content creation, that has previously partnered with esports orgs like Complexity.
ARterra, which is built on the Near protocol, says it is carbon neutral, and that its mission is to ‘provide tools to increase engagement, become easily discovered, and create new revenue opportunities’.
“From my first meeting with ARterra it was evident they have the right mindset, understand the ecosystem and want to collaborate with us to provide the community with a unique web3 offering. I’m excited to get started.”
Oliver Weingarten, LDN UTD
LDN UTD and ARterra said in a press release: “Together, our goal is to boost fan engagement in an innovative way that rewards the most passionate fans of LDN UTD, as well as LDN UTD’s content creators who will also have the option to get intrinsically involved.
“Separately, the community will have opportunities to create their own designs whereby the collectibles will relate to LDN UTD events, whether physical or online, and a future loyalty scheme.”
Oliver Weingarten, CEO at LDN UTD, added: “Fan engagement is at the core of LDN UTD. We try to provide our community with innovative offerings and value, whilst aligning with organisations that align with our ethos and values.
“From my first meeting with ARterra it was evident they have the right mindset, understand the ecosystem and want to collaborate with us to provide the community with a unique web3 offering. I’m excited to get started.”
Jon Werthen, COO at ARterra Labs, commented: “We are thrilled to join LDN UTD as they grow their presence in the esports community, both in London and abroad. From their focus on path-to-pro, to community initiatives and their focus on building authentic relationships with their fans, we knew from the get-go that this would be an excellent partner. We look forward to working together with LDN UTD to engage and innovate alongside their community.”
In other LDN UTD developments, a couple of months ago LDN UTD and OG Esports announced a Valorant partnership.
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
