Ninjas in Pyjamas teams up with Socios.com to boost fan engagement

Global esports organisation Ninjas in Pyjamas (NIP) has partnered up with web3 sports app Socios.com to boost its fan engagement.

The collaboration will see NIP enhance its fan loyalty platform, the Dojo, by integrating Socios.com’s tools in an attempt to create a more rewarding experience for its fan base.

According to a release, new digital functionalities will be embedded into the platform, offering fans ways to interact with the team and further boost the engagement.

Widely known in the traditional sports field, Socios.com has been in the esports space for years, having previously partnered with European organisation OG Esports in 2019. Other teams include Team Heretics, Navi, Alliance, Team Vitality, MIBR and Immortals.

Through the use of Esports Fan Tokens, the web3 platform has allowed fans to have their say on key aspects of the team, such as deciding what team merchandise to make available and earn special rewards.

Founded in 2000, Ninjas in Pyjamas competes across several game titles, including Rainbow Six Siege, League of Legends, Apex Legends, Rocket League, Counter-Strike 2, EA FC and MLBB.

Earlier last week, the parent company of the esports team, NIP Group, published its latest financial report, closing out the 2024 financial year with a loss of close to $12.7m (~£9.6m).

That said, the organisation has been looking to diversify its revenues by expanding in game licensing and event production segments, as well as making a strategic expansion in the MENA region, following the multi-year partnership with Abu Dhabi Investment Office ADIO.

Recently, more teams have been looking to collaborate with companies and brands in the web3 space. Earlier today, TALON Esports announced a partnership with cryptocurrency derivatives trading platform Flipster, and game publisher Riot Games announced its partnership deal with crypto exchange Coinbase to integrate blockchain branding in its global events.

Hicham Chahine, NIP Group Founder and Co-CEO, commented on the partnership: “Our fanbase keeps growing. With the addition of new titles, it’s much more diverse than it was just a few years ago. Partnering with Socios.com allows us to bring our loyal Ninjas together in a fun and immersive way, while remaining flexible enough to keep up with the evolving pace of esports.”