Key Points
- Floki’s PlayToEarn MMORPG, Valhalla, will feature in a major advertising campaign during the 2024-25 English Premier League season.
- The campaign is projected to reach over 200 million viewers globally and generate approximately 1.2 billion impressions across international broadcasts.
Crypto Gaming Enters Premier League Arena
Floki, the cryptocurrency project behind the PlayToEarn MMORPG Valhalla, has announced a significant advertising deal with the English Premier League (EPL) for the 2024-25 season. The campaign will utilize LED perimeter boards during live matches, marking a notable entry of blockchain gaming into mainstream sports advertising.
The English Premier League, known for its global appeal, attracted a cumulative audience of 3.23 billion in the 2022-23 season. According to Nielsen data, it broadcasts to 712 million households across 190 countries, reaching 2.01 billion viewers of live match programming and 1.22 billion viewers of highlight shows and non-live content.
Strategic Advertising Approach
Floki’s campaign for Valhalla is strategically designed to maximize visibility. The advertising will cover 100 minutes of LED board time throughout the season, with at least 40% of the inventory allocated to matches featuring the league’s top clubs. This approach aims to ensure high visibility during the most-watched games.
The LED perimeter board advertisements will be positioned for optimal exposure during broadcasts, utilizing a full TV-facing ad system. The absence of virtual overlays in Premier League broadcasts will enhance the ads’ effectiveness.
Projected Global Impact
The campaign’s reach is anticipated to be substantial. Projections indicate that the Valhalla ads will reach over 200 million people globally, generating approximately 1.2 billion impressions. The total on-screen duration is expected to approach 440 hours throughout the season.
Regional breakdowns of the projected impact include:
- Europe: 81 million impressions with 181 hours of on-screen time
- Asia & Oceania: 47 million impressions with 168 hours of on-screen time
- Africa: 48 million impressions with 34 hours of on-screen time
The campaign will be featured on major sports broadcasters worldwide, including Sky Sports, NBC Sports, beIN Sports, and Supersport.
About Valhalla
Valhalla is described as a Creature-Collection adventure MMORPG set in a world inspired by Norse mythology. Players interact with creatures called Veras, engaging in discovery, training, and trading. The game features an open world, a player-driven economy, and tactical combat on a hexagonal grid.
This advertising deal represents a significant step for Floki in promoting its blockchain gaming product to a mainstream audience. As the intersection between traditional sports, esports, and cryptocurrency continues to evolve, this campaign may signal a new trend in marketing strategies for blockchain-based projects.
The effectiveness of this high-profile campaign in driving adoption and engagement for Valhalla remains to be seen. Still, it undoubtedly marks a bold move in marketing cryptocurrency gaming products.
