Gen.G Esports has announced a new partnership with blockchain network Rally to launch a CS:GO-specific cryptocurrency fan token, the GG Strike Coin.
Starting in November, fans of the esports organisation can purchase the digital token to gain access to a number of engagement opportunities with Gen.G’s Counter-Strike team, such as exclusive access to players, coaches and staff through Discord chats.
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Arnold Hur, Chief Operating Officer of Gen.G Esports, commented in a release: “The GG Strike Coin is the perfect way to verify our biggest fans and create a regular cadence of rewarding them with exclusive merchandise, and unmatched access to their favorite teams and players. Given Kevin’s track record of innovation in the esports team space, Rally is the perfect partner to engage our fans on a deeper level.”
Gen.G co-founder and Chairman Kevin Chou is also the founder and CEO of Rally, and the Gen.G coin marks the launch of Rally’s Brand Tokens. In August, Rally launched Creator Tokens to allow content creators and streamers to offer fan tokens to viewers.
In addition, GG Strike Coin holders will also gain early access to the organisation’s new merchandise offerings. Plans for the initial sale of the coin have yet to be detailed. However, it has been revealed that owners of the digital coin will also earn rewards.
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Gen.G is the third notable esports team to launch its own digital fan token. OG and Team Heretics both have partnerships with cryptocurrency startup Chiliz and its Socios.com platform for branded fan tokens, each of which provides similar benefits to the Gen.G coin. Chiliz also has partnerships with other sports teams and entertainment brands, including Juventus Football Club, FC Barcelona, and the Ultimate Fighting Championship.
“Rally’s mission is to help onboard the next 100 million users into crypto through community-based currency,” said Chou. “Gen.G’s active and passionate fanbase is the ideal partner for our inaugural brand coin and will provide an exciting road map for similar types of organisations and celebrate and reward their communities.”
Esports Insider says: There’s plenty more to the crypto industry beyond Bitcoin, and a lot of brands see the space as an opportunity to build fan affinity while creating a unique revenue stream. The shared connection between Kevin Chou surely made this partnership happen, but it’s still an intriguing experiment on Gen.G’s part.