In a strategic move to enhance its portfolio of on-chain experiences, Uniswap Labs announced today the acquisition of the blockchain-based interactive game “Crypto: The Game” (CTG).
This decision comes on the heels of CTG’s second season, which saw its 800 slots sell out in just 13 minutes, highlighting the game’s immense popularity among both seasoned cryptocurrency enthusiasts and newcomers.
Uniswap Labs Focuses on Making Blockchain More Engaging
Mary-Catherine Lader, Chief Operating Officer at Uniswap Labs, emphasized the company’s commitment to enhancing on-chain experiences to make them more engaging and enjoyable. She noted the significant excitement generated by CTG, a sentiment echoed by Dylan Abruscato, one of the game’s founders.
Abruscato, whose entertainment credentials include producing roles at “Saturday Night Live” and the development of the once-viral mobile game HQ Trivia, expressed optimism about leveraging Uniswap Labs’ resources to elevate the upcoming third season of CTG.
The terms of the deal, involving a combination of cash, tokens, and equity, remain undisclosed. This acquisition underscores Uniswap Labs’ commitment to making blockchain interactions more engaging and accessible to a broader audience.
Crypto: The Game on X
CTG has been inspired by competitive TV shows such as “Survivor” and “Squid Game,” where contestants face off in various challenges. In the game’s format, participants buy in with 0.1 ETH (approximately $367) and are grouped into eight tribes of 10.
Over a span of 10 days, they engage in daily challenges and vote each other out until a single winner emerges with the entire prize pot. The inaugural season saw a player from Japan clinch a grand prize of over $150,000, with the pot increasing to around $250,000 in the subsequent season.
Crypto: The Game – Gateway to DeFi for Newcomers
The allure of CTG has extended beyond hardcore crypto circles to capture the imaginations of a broader audience, including venture capitalists and influential figures in the cryptocurrency sector such as 3LAU, Packy McCormick, Jesse Pollak, and Bored Elon.
Approximately 10% to 15% of the game’s followers are newcomers to the crypto world, highlighting its potential as a gateway for introducing the uninitiated to decentralized finance.
During the game’s second season, Uniswap Labs had already dipped its toes into the CTG ecosystem by sponsoring a challenge. This sponsorship was part of a broader engagement with the game that included other notable partners such as Adidas, which provided players with branded tracksuits as non-fungible tokens, and Wormhole.
This behind-the-scenes involvement offered Uniswap a unique insight into CTG’s successful strategies for attracting new users to the crypto domain.
“Crypto: The Game” – A Viral Phenomenon
The game has rapidly evolved into a cult phenomenon within the cryptocurrency landscape since its debut at the end of January, followed by a quick succession to a second season in April. Its popularity has spread across various platforms, including X, Farcaster, and a podcast by the Web3 and culture media outlet Boys’ Club.
This podcast episode led to an anecdotal instance shared by Abruscato about his 68-year-old mother-in-law, who became so engrossed in the show that she inquired about a player’s strategy after being voted out.
Abruscato further noted that during the last season, the game attracted 50,000 unique visitors to its website over the course of 10 days. He described CTG as a 24/7 crypto reality show characterized by villain arcs, drama, and fan favorites, likening it to a spectacle within the crypto community.
With the founders of CTG, Dylan Abruscato, Tyler Cagle, and Bryan Lee joining Uniswap following the acquisition, the combined efforts of both entities are set to expand the horizon of interactive consumer crypto experiences.
Moreover, both companies have clarified that the game will continue to operate independently without becoming a mere promotional tool for Uniswap’s wallet or exchange services. This strategic acquisition promises to fuel further innovation and excitement as they gear up for the third season of CTG.
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