The consumption of audio-visual content has undergone major changes in recent years, with the emergence of new platforms and formats that make possible to reach multiple audiences in a more direct and interactive way. Thus, among the innovative alternatives available to organisations, the Metaverse has carved out a niche for its great potential, especially in key aspects such as interaction, fan engagement and the generation of relevant content.
This is why LaLiga and TVM have reached an agreement whereby the Korean company will become LaLiga's official sponsor in the Metaverse and its partner in the development of an exclusive ecosystem in this virtual space, for the Spanish sports organisation. To this end, TVM will develop Triverse, the Metaverse of sport, a virtual world of augmented reality, focused on the fan experience, where dreams can come true.
Jorge de la Vega, Commercial and Marketing Director of LaLiga detailed: “LaLiga is always looking for new ways to offer its best-in-class product to a global audience, a process that needs to have the best partners for it. The agreement with TVM as global partner is a proof of this, which will allow us to reach an ecosystem with unparalleled potential as the metaverse is.”
Carles Puyol, LaLiga ambassador, offered his perspective on the future of football and how fans will be able to enjoy it in the digital ecosystem: "I believe that football is emotion, is passion, and on the moment that they discover and get to know this digital world and have new places to enjoy it and live it, they will be able to enjoy the best league in the world, such as ours".
The agreement, which has an initial length of two and a half years, but which can be extended, will also allow LaLiga to integrate its virtual partners within Triverse. In addition, by joining Triverse, sports properties will be able to open a new channel to communicate and engage with fans and users.
Yoon Chul Kim, Vice-president of TVM specified "Technology is continuously and rapidly changing and moving. We too should be ready for the next technological advancement. For now, that is digital transformation, and one of the best ways to successfully deliver digital sports content combined with non-sports-oriented content to the users is metaverse. Together with LaLiga, TVM will create a world where nothing is impossible and anything and everything is possible.".
Official content from sports clubs, such as press conferences, club announcements, match highlights and player interviews, will be offered within the metaverse. In addition, when users consume official content within the metaverse, they will earn certain rewards and experience points, leading to more valuable items and goods, which they can use to gain wealth in real life.
Josh Kim, Managing Director of TVM concluded: "The reward system will revolve around NFTs, as blockchain technology and NFTs go hand in hand. So, naturally, we will have our own trading platform for NFTs. Users will join as fans of a particular sports property, and will have to devote time and energy to building their fan city. At some point, they will be able to see and compare how their fan city has performed compared to other club cities."