European esports organisation Fnatic, alongside its partner Crypto.com, has announced a membership programme to offer fans an array of rewards and features.
The digital membership, which will operate on blockchain network Polygon, grants access to digital and physical events, annual pro kits, exclusive content, meet and greet sessions, as well as limited-edition collaborations, among other rewards.
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The programme has been released with the support of Crypto.com — Fnatic’s cryptocurrency partner since September last year — and is designed to enable the Fnatic community to ‘connect and engage in completely new ways’, the organisation said.
Fnatic’s membership programme is built on blockchain technology through NFT keys that allow fans to own their membership. The membership keys are run on the Polygon blockchain, a ‘proof-of-stake’ blockchain that typically uses less energy than ‘proof-of-work’ blockchains like Bitcoin.
The membership programme is available in three tiers: Citizen, which is free; Core, which costs $250 (~£190); and Pioneer for $600 (~£456). On top of the above rewards, the programme is said to include Fnatic shop discounts, an annual mystery loot box worth at least $100 (~£76) and a pro-jersey.
Sam Mathews, CEO at Fnatic, commented: “It’s no secret that for any brand, especially in esports, community is everything. Fans empower us, and we couldn’t exist without them. Our membership programme is designed to bring our community closer to us, as well as our players and creators. This means having their voices heard, influencing where we go next, and providing rewards and features they care about.
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Fnatic has had a busy start to 2022 from a business standpoint. The organisation has secured a partnership with personal care brand L’Oréal Men Expert, published an esports whitepaper and bolstered its leadership team.
Mathews continued: “After collecting feedback, we worked tirelessly to create a future-facing programme of ongoing benefits that are integrated directly into our product, and built for the long term. We want our fans to feel a deep sense of belonging to Fnatic, whilst having direct ownership over their keys. It’s truly theirs to hold onto forever, pass on to a friend or even sell.’’
Esports Insider says: Fnatic is looking to monetise its fanbase with this new programme. It’s interesting to see an activation on a cryptocurrency partnership go further than the run-of-the-mill NFT drop; with high price points for the premium tiers, it’ll be worth watching to see if this works out for Fnatic.