IOC unveils NFT-based game for Beijing 2022

The International Olympic Committee (IOC) is riding the NFT wave with its " Olympic Games Jam: Beijing 2022" mobile game. In this multiplayer game, players participate and compete in a series of winter sports to earn Olympic NFT digital pins. The NFT digital pins can than be traded on the nWayPlay marketplace, a subsidiary of Animoca Brands. 

Developed by nWay in collaboration with the IOC, the game features various arcade-styled winter sports where players will compete until a gold medal winner is crowned. According to Animoca Brands, owners of the Olympic NFT digital pins will gain exclusive access to higher tiers of play, which will feature greater rewards, and exclusive character skins. In the game, players are also given the opportunity to fully customise the looks of their avatars to bring their individuality and unique styles to the competition.

The game was launched the day before the Olympic Winter Games Beijing 2022 opening ceremony and is available on iOS and Android. Animoca Brands added that users will receive regular post-launch software updates featuring new content, sports, modes, and events to keep the competition fresh and engaging.

MARKETING-INTERACTIVE has reached out to Animoca Brands for additional information on its marketing strategies and creative concept of the game. 

“The Olympic Games are the world’s largest sport celebration. We can’t think of a better genre than party games to get everyone across different gaming skills involved for this global celebration in a massive way,” said Taehoon Kim, CEO of nWay. With a record of creating multiplayer games, Kim added that nWay is going to allow gamers and NFT collectors alike to not only engage with the Olympic Games, but also own a piece of Olympic history. 

"We intend to support the game with continuous updates in the months to come, to keep the players engaged, and the Olympic spirit ongoing," explained Kim. 

This is not the first partnership Animoca Brands has participated this year. Last month, its gaming virtual world arm, The Sandbox, partnered with Warner Music Group (WMG) to create its first music-themed world, WMG LAND, in the gaming metaverse. The music-themed world is said to feature concerts and musical experiences from WMG's leading roster of artists. This partnership also marks WMG's first entry into the NFT metaverse realm, and The Sandbox's first deal with a major music company. 

WMG's chief digital officer and EVP of business development, Oana Ruxandra, said that as a first-mover, Warner Music has secured the equivalent of beachfront property in the metaverse. "On the LAND, WMG will develop immersive social music experiences that would defy real-world limitations and allow our artists and their fans to engage like never before," she explained. 

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