LDN UTD collaborates with ARterra Labs for blockchain-based digital collectibles

The British sports organization LDN UTD has this morning announced a blockchain-based partnership with ARterra Labs.

The pair will work together to offer digital collectibles “that serve to increase fan engagement, educate fans about the technology and add value to LDN UTD’s communities wherever they are – in streaming, online and at LDN UTD’s Camden Center of Excellence”.

LDN UTD is an organization that competes in several titles, including Valorant, Fortnite, League of Legends and FIFA, and tackles social issues, for example by running campaigns that address racism (with the Rio Ferdinand Foundation) and diversity, mental and physical health and more.

ARterra Labs is an NFT / web3 provider of tab engagement tools focused on e-sports and game content, which has previously collaborated with e-sports organizations such as Complexity.

ARterra, which is built on the Near Protocol, says that it is carbon neutral, and that its task is to “provide tools to increase engagement, be easily discovered and create new revenue opportunities”.

LDN UTD and ARterra said in a press release: “Together, our goal is to increase fan engagement in an innovative way that rewards the most passionate fans of LDN UTD, as well as LDN UTD’s content creators who also want the opportunity to be inherently involved.

“Separately, the community will have opportunities to create their own designs where the collectibles will relate to LDN UTD events, either physical or online, and a future loyalty plan.”

Oliver Weingarten, CEO of LDN UTD, added: “Fan engagement is the core of LDN UTD. We try to provide our society with innovative offerings and values, while at the same time being in line with organizations that are in line with our ethos and values.

“From my first meeting with ARterra, it was clear that they have the right mindset, understand the ecosystem and want to work with us to give the community a unique web3 offering. I’m excited to get started.”

Jon Werthen, COO at ARterra Labs, commented: “We are excited to join LDN UTD as they increase their presence in the sports community, both in London and abroad. From their focus on road-to-professionals, to community initiatives and their “Focusing on building authentic relationships with their fans, we knew from the start that this would be an excellent partner. We look forward to working with LDN UTD to engage and innovate with your community.”

In other LDN UTD developments, LDN UTD and OG Esports announced a Valorant partnership a couple of months ago.

Dom is an award-winning author who graduated from Bournemouth University with a 2: 1 degree in multimedia journalism in 2007.

As a longtime player who first picked up the NES controller in the late 80’s, he has written for a number of publications, including GamesTM, Nintendo Official Magazine, industry publication MCV as well as Riot Games and others. He worked as content manager for the British Esports Association until February 2021, when he returned to work full time at Esports News UK and as an esports consultant to help brands and companies better understand the industry.