LaLiga takes a big step into the metaverse with TVM

By Samindra Kunti

May 17 – La Liga has taken another major step in its quest for digital transformation by partnering with TVM, a South Korean global sports metaverse platform, for two and a half years.

The Korean company launches Triverse, a metaverse of sport, with exclusive space for LaLiga. Triverse will be an augmented reality world with a focus on fan engagement, or as TVM Vice President Yoon Chul Kim put it, “a world where their dreams come true.”

He added: “TVM wants to be a new pioneer, user-centric and with a self-sustaining economy. Our world is planned by the users, for the users, for the users.”

LaLiga sees the partnership as key to boosting fan engagement and “continuing to be close to fans around the world”. Jorge de la Vega, Commercial and Marketing Director of LaLiga, said: “Traditionally known to fans with a large local audience, LaLiga has a very strong presence. In order to be able to grow in the future, we had to internationalize our activities and start a digitization strategy. We have grown in audience and in the entire digital system. We have 150 million fans in our digital system.”

“The key is to have the fans at the center – you have to adapt to the different digital channels. We generate content on all platforms on all platforms. To try and get them to interact with LaLiga more often and for longer.”

Fans can expect several new types of engagement. TVM said that official sports club content such as press conferences, club announcements, match highlights and player interviews will be hosted within the metaverse.

In addition, as users consume official content within the Metaverse, they will receive certain rewards and experience points that lead to more valuable items and goods that can be used to gain wealth in real life.

“What TVM has in mind goes beyond the virtual,” said TVM CEO Josh Kim. “Think of a friend who meets another friend and wants to play football. You don’t have to go to the soccer field to play. They can just open their virtual glasses and open their holographic mobile devices and play soccer. That’s the kind of metaverse we want to achieve.”

The Metaverse will include NFTs and a trading platform, as well as a rewards system. Kim added: “The sky is the limit. We go beyond it, it’s limitless. Everything can be digitized.”

In the future, the Metaverse could also open up a new monetization path for LaLiga. De La Vega said: “The main goal is fans and winning fans – how we offer the fans something that is different. From this we can see if we can open new monetization windows. We have to see that in the second phase. I’m sure the digital world will open up some that don’t exist in the physical world.”

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