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Marketing Platforms Southeast Asia

Esports tournament platform FACEIT bags multimillion dollar deal to help gamers foray into crypto

Singapore – Esports tournament platform FACEIT has announced that it has entered a multimillion-dollar partnership with Singaporean crypto fintech platform Cake DeFi, where the aim is to go beyond brand integration by offering FACEIT players an opportunity to get involved in decentralised finance, earn crypto prizes, boost their prize winnings and create passive income. Through the partnership, Cake DeFi will offer players on FACEIT more than half a million dollars in crypto prizes won through weekly tournaments and in-game missions. 

The collaboration marks Cake DeFi’s first move into esports, which was facilitated by sports marketing firm, Pivot Agency. The agreement will offer the company access to FACEIT’s 25 million user base of competitive gamers, and will offer players a unique opportunity to earn actual crypto prizes while playing. This year, Cake DeFi will provide more than half a million dollars in prizes, paid in crypto. All crypto prizes are redeemable through their Cake DeFi account, allowing FACEIT to expand its current play-to-earn offering. 

Michele Attisani, co-founder & CBO of FACEIT, said that FACEIT platform is home to the largest community of competitive gamers, which means they have a unique understanding of their audience. 

“Our users are incredibly forward thinking and educated when it comes to crypto, so the partnership we chose had to bring tangible and substantial value to be of interest. The collaboration with Cake DeFi is much more than brand integration, and offers our community clear experiential and financial benefits which go beyond what any partnerships of this type has delivered before,” Attisani said. 

Meanwhile, Julian Hosp, CEO and co-founder of Cake DeFi, commented, “Gamers have a natural affinity with crypto and they can now join us on the DeFi movement. Cake DeFi’s partnership with FACEIT will allow players to earn crypto while they game, and further earn returns on their crypto through our platform. In 2021, we paid out US$230 million in rewards to our customers. So it’s a win-win-win for FACEIT gamers.”

Like many crypto fintech platforms, Cake DeFi is employing an aggressive marketing and customer acquisition strategy as startups from all over the world fight for market share in the newly developing space.