Games publisher Gameloft is launching its first ever NFT (Non-fungible Tokens) activation for an in-game tournament on Asphalt 9: Legends, the latest game in the Asphalt racing franchise, which recently crossed the 1bn download mark across the series.

Powered by by Epik Prime and launching on 5 July, the activation will see gamers compete for exclusive trophies and an array of limited-edition digital collectibles. Users will be able to store and explore their NFTs inside their Epik account.

Epik’s NFT solution enables any brand to be featured in games. It worked with Gameloft’s content division, Gameloft for brands worked together to create this branded in-game experience, and for this activation, Epik has opted to feature its own brand in the in-game advertising.

“Epik is excited to partner with the legendary Asphalt franchise through its latest game, Asphalt 9: Legends for the first Gameloft NFT activation,” said Epik CEO, Victor David. “Together we will clearly demonstrate how NFTs could be incorporated natively in-game to create new immersive digital experiences for players.”

Epik’s NFT platform uses a hybrid on-and-off chain solution, whereby transactions such as purchases or transfers of items are conducted off-chain in real-time. The only time an on-chain transaction occurs is when a user transfers an NFT item out of the Epik system, such as onto a cold wallet or another marketplace.