The collaboration aims to provide a new experience allowing users to earn real-world value through the metaverse gaming platform.
KUALA LUMPUR, November 8, 2024 -- 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.
Questions around this news
How do users earn rewards in MiL.k X BIGGIE Wonderverse?
Players first complete tasks in The Sandbox metaverse by collecting Milk Coins, which function as game assets. They can exchange these for items such as virtual AirAsia points, passports, and boarding passes. After completing all tasks, users receive Milk Coins, SAND Tokens, and AirAsia points, which the release says can be used across the AirAsia MOVE ecosystem.
What is the MiL.k X BIGGIE Wonderverse game based on?
The game draws on BIGGIE, AirAsia rewards’ mascot, and is modelled after the BIGGIE Wonderland mini-game in the AirAsia MOVE app. The collaboration brings that character and game inspiration into The Sandbox, where users complete tasks and collect digital assets as part of the experience.
What is The Sandbox metaverse?
A metaverse is a shared digital environment where people can interact through avatars and take part in activities such as games or social experiences. Platforms may let users create or explore virtual spaces and use digital assets within them. The term is used in different ways, and individual platforms offer different features.
What is an online travel agent (OTA)?
An online travel agent is a digital service that lets customers search for and arrange travel services, commonly including flights and accommodation. It acts as an online booking channel, bringing travel options together so users can compare and reserve them. The release lists OTA among the areas of AirAsia MOVE’s business 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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At a glance
- Company
- Milk Partners
- Announcement
- Product
- Location
- Kuala Lumpur
Key figures
- The Sandbox users
- over 6 million
People
- Jungmin ChoCEO of Milk Partners
- Nicole TanHead of AirAsia rewards
