CME Group Expands Crypto Reference Rates to Asian Markets

Shots Fired in New OKX Ad CampaignGlobal crypto spot and derivatives exchange OKX has launched a daring ad campaign that sets US-based rival exchange Coinbase firmly in its cross hairs.The formerly Chinese and now Seychelles-based exchange has pushed out a global ad campaign along the following theme: “The system doesn’t need an upgrade; it needs a rewrite.” The ads were launched on Tuesday, pointing out the ills of the traditional, centralized financial system.Photo by Merakist on UnsplashCrypto exchange rivalryThe advert doesn’t explicitly call out its rival, Coinbase. However, it is nuanced in taking a subtle dig at the US-based exchange. Exactly two months prior, on March 9, Coinbase released its own ad campaign. Coinbase claimed in its ad that “it’s time to update the system,” with OKX’s subsequent commercial having been carefully worded to poke fun at the Coinbase commercial.With a number of high profile epic failures of crypto businesses over the past twelve months, including the fall of FTX, the remaining exchanges in the business have been tripping over themselves in an effort to convince the alternative asset-investing public that theirs is the safest platform upon which they can securely trade.In its sixty second commercial, OKX poses the question “why don’t we change everything?”, set up by its claim that the conventional finance system is broken.The last of the big spendersThere’s been a notable change of strategy in the marketing activities of crypto businesses since the height of the last crypto bull run. Gone are the marketing excesses exemplified most by the now bankrupt FTX exchange.FTX demonstrated itself to be a profligate spender on all manner and means of marketing, particularly during 2021 and 2022. It paid Wall Street investor and Shark Tank star Kevin O’Leary $15 million to be a spokesperson for the company. Similar deals were struck with a range of celebrities including former NBA star Shaquille O’Neal, NFL stars such as former New England Patriots quarterback, Tom Brady, and a host of others.At the height of its marketing opulence, the fraudulently run firm signed a $135 million sponsorship deal that provided it with the naming rights to the home stadium of the NBA’s Miami Heat. 2022's Super Bowl, one of the world’s largest single marketing opportunities, saw FTX and others pay out big on advertising spend.By contrast, this year’s Super Bowl was almost a complete washout as far as crypto business participation was concerned. Meanwhile, all of the celebrities that featured in FTX’s marketing activities have found themselves the subject of multi-million dollar class action lawsuits filed by FTX creditors.A more sobering marketing strategyDespite the reputational damage that crypto has suffered due to these high profile failures, firms like OKX and Coinbase have continued to maintain a responsible level of advertising and marketing activity.That’s best exemplified by OKX’s ongoing marketing relationships with McLaren’s Formula One racing team and Manchester City Football Club. In March, US-based crypto exchange Kraken announced a marketing partnership with the Williams Formula One racing team.Crypto.com is probably the only crypto firm that spent excessively during the last bull run yet has continued to maintain a relatively high level of marketing activity. Much of that may have been due to commitments it had made during a more buoyant market. Notwithstanding that, the firm did fall foul of the UK advertising regulator, who banned its NFT promotion in December 2022.

EMERGE Group, a leading Southeast Asian marketing technology firm specializing in intellectual property (IP) and gaming partnerships, has forged a strategic alliance with TZ APAC in an effort to drive Web3 gaming relative to the Tezos layer one blockchain. Singapore-based TZ APAC is a Web3 ecosystem builder dedicated to advancing the Web3 ecosystem on the Tezos blockchain by empowering founders, creators and developers. It’s also the Asian adoption entity supported by the Tezos Foundation with a mandate to garner adoption of the Tezos blockchain within the region. EMERGE is also a Singapore-based entity that established itself during the pandemic.Photo by Rodion Kutsaiev on UnsplashPositioning Tezos as preferred gaming blockchainNews of the partnership was publicized recently within "The Baking Sheet," a bulletin published by an independent not-for-profit entity, Tezos Commons. The primary focus of this partnership is to offer marketing solutions and publishing partnership support. EMERGE Group, known for its expertise and influential network, including partnerships with Moonton, Singtel and Shopback, aims to position Tezos as the preferred blockchain platform for the gaming community. Leveraging advertising inventories and critical IPs, EMERGE Group intends to facilitate the seamless onboarding of game studios onto the Tezos blockchain. Tezos, renowned for its open-source blockchain emphasizing upgradability, participation and smart contract safety, joins forces with EMERGE Group, which has previously established strategic alliances with industry leaders like Nvir World and Infinite Loop Media. This partnership is seeking to make an impact within the gaming industry, harnessing the potential of blockchain technology. Jason Lim, responsible for business development (gaming) at TZ APAC, commented on the partnership:“With this collaboration, TZ APAC can now rely on a partner that shares the same goal — to empower the gaming community with the relevant tools, resources, and network to succeed. Builders, gamers, and ecosystem partners can stand to benefit from the marriage of full-suite support provided by TZ APAC and the marketing prowess of EMERGE Group.”  EMERGE Group co-founder and CEO Roy Kek was similarly enthused, stating that the partnership reflected the firm’s expertise in the Web3 gaming space. Bridging Web2 to Web3The collaborative effort is designed to create a bridge between Web2 and Web3 technologies, enhancing the overall gaming experience. By fostering a supportive environment for game developers and capitalizing on Tezos' blockchain capabilities, the partnership aims to deliver a frictionless onboarding experience.  The collaboration between EMERGE Group and TZ APAC signifies a proactive move towards the integration of gaming into the Web3 ecosystem on Tezos. In the past, gaming giant Ubisoft has leaned on Tezos in providing in-game items for some of its gaming titles. The project has partnered with Google Cloud in an effort to enable Google Cloud customers to build Web3 applications on the blockchain. It’s still early days for Web3 gaming and with that, this partnership is seeking to advance gaming development on Tezos.   

Renault Korea Establishes Metaverse Space for Car EnthusiastsRenault Korea Motors made an announcement on Friday that it will establish the Renault Korea Hub, an immersive automotive experience located within a metaverse, according to a report by Korean news media Dailian. The company intends to commence operations of this unique venture in the upcoming autumn season.Photo by Richard Horvath on UnsplashThe Sandbox and Korean brandsThe Renault Korea Hub will operate within K-verse, a designated area of Korean brands within The Sandbox, a metaverse platform based on blockchain technology.The Sandbox metaverse has recently announced its latest Korean brand partners, and as part of this development, a land sale event is being organized where their adjacent land will be raffled off. The event is named “Hallyu Rising.” Hallyu or the Korean Wave is a cultural phenomenon that has experienced a significant surge in global popularity since the 1990s, mainly thanks to its pop songs and TV shows.During the land sale event, users have the chance to acquire land adjacent to various prominent brands associated with Korean culture. This will be made possible through raffles and auctions facilitated by the metaverse platform. Other notable partners besides Renault Korea are Channel A, a TV broadcasting network; Netmarble, a game publisher; and CJ ENM, an entertainment company.Unique experiences for car enthusiastsThe Renault Korea Hub, the first of its kind in Korea, will provide a unique space for automobile enthusiasts to indulge in a diverse array of experiences and games. As per the automaker’s announcement, visitors will have the chance to engage in activities like developing their own vehicle designs.Visitors will have the opportunity to experience Renault Korea’s vehicles in voxel form, allowing them to explore the technology, design philosophy, and stories associated with each vehicle. A voxel can be understood as a 3D counterpart to a 2D pixel, representing a value on a regular grid in 3D space.Renault Korea CEO Stéphane Deblaise stated that the carmaker intends to continue its pursuit of diverse Web 3.0-based activities centered around metaverses and non-fungible tokens (NFTs). He said the automaker’s projects aim to establish a connection between customers’ mobility experiences and their digital lives. Deblaise also highlighted that these projects will undergo further development through the integration of artificial intelligence (AI) technologies.Storytelling contestEarlier this month, Renault Korea introduced the storytelling contest titled “create your SM6,” which concludes today. This campaign inspires customers to utilize emerging AI technologies to design their own SM6 vehicles and transform them into NFTs. The SM6, Renault Korea’s midsize sedan, initially debuted in 2016 and has undergone subsequent facelifts to enhance its features and aesthetics.The top ten performers in the storytelling contest, who create captivating renditions and stories featuring the SM6, will be rewarded with utility NFTs and KLAY, the native token of the Klaytn network. The first-place winner will receive a prize package consisting of 1 million KRW ($750) worth of KLAY, along with six SM6 NFTs.The announcement of the winners is scheduled to take place between May 31 and June 9. Following the announcement, the airdrop of rewards will be conducted from June 30 to July 7.