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THU 26 MAY 2022 | FOOTBALL PROJECTS
LaLiga enters the metaverse with TVM
LaLiga enters the metaverse with TVM
  • 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.
  • The Korean company will create Triverse, the metaverse of sport, which will have an exclusive space for LaLiga, focused on the fan experience.

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. The Metaverse has carved out a niche, especially in aspects such as interaction, fan engagement and the generation of relevant content.

LaLiga and TVM have reached an agreement for 2,5 years whereby the Korean company will become LaLiga's official sponsor in the Metaverse and its partner in the development of an ecosystem in this virtual space, for the Spanish sports organisation. TVM will develop Triverse, the Metaverse of sport, a virtual world of augmented reality, focused on the fan experience.

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. The agreement with TVM as global partner is 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".

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The agreement, which has an initial length of 2,5 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 clubs, such as press conferences, 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."

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