Milk Partners, AirAsia rewards and The Sandbox Launch ‘MiL.k X BIGGIE Wonderverse’ Metaverse Game

• The collaboration aims to provide a new experience allowing users to earn real-world value through the metaverse gaming platform.

AirAsia rewards, the loyalty program of AirAsia MOVE, together with Milk Partners and The Sandbox launch an innovative metaverse game experience that brings real-world rewards into the digital space. The newly launched ‘MiL.k X BIGGIE Wonderverse’ game enables users to earn SAND Tokens, Milk Coins, and AirAsia points by engaging in a metaverse-based game.

The new interactive game is inspired by BIGGIE, the mascot of AirAsia rewards, and modelled after the BIGGIE Wonderland mini-game on the AirAsia MOVE app. Users need to first complete tasks by collecting Milk Coins (symbolised game assets) in the Sandbox metaverse, which can be exchanged for other game assets such as virtual AirAsia points, virtual passports, and virtual boarding passes. Once all tasks are completed, users will then be rewarded with Milk Coins, Sand Tokens, and AirAsia points that can be used across the AirAsia MOVE’s ecosystem.

This collaboration is part of MiL.k’s broader strategy to expand its blockchain-based loyalty ecosystem, which already includes partnerships with SK OK Cashbag, Lotte L.Point, CU, Megabox, Yanolja, and others. AirAsia rewards operates a comprehensive loyalty platform for the AirAsia group, enhancing its travel and lifestyle businesses, including airlines, online travel agent (OTA), logistics, aviation services, e-commerce, financial services, and more. The Sandbox, a global metaverse platform with over 6 million users, offers a unique space for creating games and generating revenue. Together, AirAsia rewards and The Sandbox will further expand MiL.k’s ecosystem through global partnerships.

Jungmin Cho, CEO of Milk Partners, said “Following our successful collaboration event with CU, we are happy to announce the next event with AirAsia rewards. Through this partnership, for partners, we are providing a new marketing channel on metaverse and for users, we are expecting to share the fun experience and real benefits.” He added, “We will continue to explore various opportunities with global partners across diverse industries.” 

Nicole Tan, Head of AirAsia rewards, said, “Since announcing our strategic partnership with Milk Partners and The Sandbox in July 2024, we are thrilled to introduce this exciting milestone with the launch of ‘MiL.k X BIGGIE Wonderverse’. This collaboration marks a major step in merging digital and real-world rewards, delivering an engaging experience to our global community. We believe the innovative engagement opportunities in the metaverse will showcase our commitment to delivering a more enhanced points experience for our members. We will continue to work closely with Milk Partners to expand the global rewards ecosystem through The Sandbox, and pioneering fresh opportunities in Web3 for users worldwide. ”

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