Entertainment giant NBCUniversal launched multiple blockchain-based projects on Aptos last year, and now has agreed to a long-term partnership with Aptos Labs to continue building fan experiences and games based on its IP via the network.

The firms exclusively shared the news with Decrypt on Thursday, describing it as a multi-year alliance and a “long-term strategic development agreement” that will see Aptos Labs assist the media juggernaut as it continues to explore blockchain-based apps, games, and loyalty initiatives.

"Today's media and entertainment landscape is rapidly changing, with fan experiences and preferences driving a lot more of those shifts than in previous eras," said Universal Pictures VP of Technology Partnerships Greg Reed, in a release. "Our multi-year partnership with Aptos Labs will help us deepen our fan relationships so we can create and deliver more of the media and entertainment experiences our audiences crave.”

Owned by Comcast, NBCUniversal is the conglomerate behind numerous film, television, and multimedia brands, including the NBC television network, DreamWorks, and Peacock. It owns a vast array of IP across various media formats, as well, and will look to continue to build blockchain-enabled experiences around those properties and brands.

In 2023, NBCUniversal worked with Aptos Labs to launch an Aptos-based game inspired by the Nicolas Cage film “Renfield,” as well as a fan experience tied to “The Exorcist: Believer.”

The company has also pursued blockchain initiatives with other partners in the past, including a scavenger hunt at Universal Studios parks that featured millions of NFTs in alliance with crypto payments startup MoonPay in 2022.

NBCUniversal also produced Classic Monsters apparel with NFT “digital twins” that same year with Variant3D, and has released NFTs based on the films “Back to the Future: Part II” and “Scott Pilgrim vs. The World” via other platforms.

“We aim to deliver world-class, internet-grade blockchain products and solutions to the market,” said Aptos Labs co-founder and CEO Mo Shaikh, in a release. “We look forward to working with NBCUniversal and leveraging the Aptos blockchain to explore deepening fan relationships and delivering unique entertainment experiences.”