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Lillius and Crypto.com Team Up for NFT Collaboration and Global MarketingLillius, a Korean artificial intelligence (AI) sports challenge app, has signed a business deal with global crypto trading platform Crypto.com to collaborate on a non-fungible token (NFT) project and global marketing strategies. The two companies will work together to promote Lillius’ platform mainly by issuing and distributing NFT rewards within the app.Elevating fitness with AILillius, set to launch its open beta service this month, is a mobile app where users can participate in exercise challenges that use AI motion detection technology to analyze their form while doing the movements. After they complete a given challenge, they can receive rewards based on the score they earn. Some of these challenges feature lessons from Korean Olympic medalists like taekwondo athlete Lee Dae-hoon, fencer Nam Hyun-hee, and wrestler Jung Ji-hyun.Photo by Huckster on UnsplashTo grow its platform, Lillius has also minted NFT figurines for iconic athletes such as table tennis player Ryu Seung-min, swimmer Park Tae-hwan, and archer Joo Hyun-jung, among others.Unlocking global Web3 sports experiencesUnder the new partnership, Crypto.com will be responsible for leveraging its global infrastructure to support Lillius’ broader global expansion and various marketing endeavors.“Our partnership with Crypto.com will expand access to Web3-based sports experiences for users around the world and serve as an important milestone in advancing our Web3 sports ecosystem,” said Julia Kim, CEO of Lillius. “We plan to enhance Lillius’ global competitiveness and lead the Web3 sports industry.”Crypto.com has consistently been participating in sports-related marketing projects and investing in such businesses as well. In 2021, it signed a naming rights agreement to change the name of the world-renowned sports and entertainment arena, the Staples Center, to Crypto.com Arena. It also became the first virtual asset platform to sponsor the 2022 FIFA Qatar World Cup. Furthermore, the platform has worked with some of the world’s biggest sports associations such as the UFC and Paris Saint-Germain F.C., playing a key role in bridging the gap between blockchain and sports. Its latest business agreement with Lillius comes as part of more concentrated efforts to enter the Korean market.“Through this partnership, we will cultivate the merging of sports and blockchain technology by providing Crypto.com’s 80 million users with a unique sports-related consumer experience,” said Patrick Yoon, CEO of Crypto.com Korea.

Matrixport, a Singapore-headquartered digital assets financial services firm, announced the acquisition of Switzerland-based Crypto Finance Asset Management (CFAM), a regulated crypto fund management firm. The acquisition, completed by way of an all-cash deal, signifies Matrixport’s expansion into the European market. The company announced the deal via a blog post published on the Matrixport website on Sept. 30. Photo by Lin Mei on UnsplashCFAM rebrandAs part of the acquisition, CFAM will be rebranded to Matrixport Asset Management AG (MAM), providing institutional-grade crypto investment solutions, while continuing to act as a crypto market infrastructure provider.  CFAM CEO Stijn Vander Straeten stated that the company’s strategy focused on “trading, custody and staking as well as other post-trade services.” He added, “This move allows us to put all our focus on expanding our core services within the digital asset ecosystem in Switzerland, Germany and across the European markets.” CFAM had formed part of the Crypto Finance Group, an entity part-owned by the Deutsche Börse Group. Regulatory complaint acquisitionIn its press release, Matrixport outlined that the acquisition has been completed with regulatory approval having been granted by the Swiss Financial Market Supervisory Authority (FINMA), the Swiss independent financial markets regulator, which supervises banks, insurance companies and financial institutions in Switzerland. CFAM became the first FINMA-approved manager of a crypto fund in Switzerland. Commenting on the acquisition, Matrixport Co-Founder and CEO John Ge, stated: “We are delighted with the establishment of MAM and warmly welcome the team to the Matrixport family. The acquisition enables clients access to the most innovative, compliant crypto asset management products, and aligns with our strategy to further expand services in Europe.” Personnel changesA number of personnel changes have been made as part of the acquisition. Stefan Schwitter has been appointed as CEO of MAM. Schwitter previously held the role of head of asset management at CFAM. The executive claimed that the complementary strengths of Matrixport and CFAM “will add value to the existing and future client base of Matrixport Group on a global level.” Matrixport was established in 2019 and currently holds over $6 billion in assets under management (AUM). Its founders include Jihan Wu, the co-founder of Chinese crypto miner manufacturer Bitmain and Singapore-based crypto cloud mining company Bitdeer. The firm is licensed as a money services business (MSB) in the United States, while also being licensed to trade in Hong Kong as a trust or company service provider (TCSP) and as a money lender. Matrixport offers its accredited investor and institutional clients over-the-counter (OTC) services, prime brokerage services, digital asset custody through qualified custodian Cactus Custody, asset management and access to real-world asset (RWA) tokenization. In September, the company offered tokenized RWA access in the form of XAUm, a gold-backed token, via its subsidiary company, Matrixdock. It emerged earlier this year that Matrixport had been listed on the Global Unicorn Index, a list of companies compiled by the Huron Research Institute, believed to have a valuation in excess of $1 billion while not yet listed on a public exchange.

In the first quarter of this year, South Korea witnessed a significant surge in cryptocurrency trading volume, with transactions worth $456 billion conducted in South Korean won on centralized crypto exchanges, according to data from Kaiko. This surge has propelled the South Korean won to the forefront as the most-used currency for crypto trading, surpassing the U.S. dollar during the same period. Photo by Sesinando on PexelsCrypto over stock marketThe country, amidst this soaring demand for cryptocurrencies, is preparing to implement regulations aimed at safeguarding investors. South Korea's cryptocurrency market, renowned for its activity, briefly outpaced the country's stock market during the recent crypto bull run in March.  The local market is predominantly dominated by five fully licensed exchanges, with Upbit leading the pack, accounting for over 80% of the market share on most days, as highlighted by Kaiko. Other major global exchanges like Crypto.com and Binance are also eyeing entry into the South Korean market, with Crypto.com launching its retail trading platform in the country on April 29 and Binance acquiring a significant stake in Gopax in 2023. Growing regulatory frameworkDespite regulatory efforts to fortify investor protection, including the enactment of the Virtual Asset User Protection Act in July 2023, South Korea continues to work on further regulatory frameworks. The legislation aims to curb illicit activities in the crypto market and mandates safeguards for user funds, including storing over 80% of deposits in cold storage and enrollment in insurance programs to mitigate potential security breaches. Additionally, efforts are underway to standardize crypto token issuance and enhance information disclosure for investors through the development of a second part of the User Protection Act.