NBCUniversal and Aptos Labs (COIN:APTUSD) have expanded their collaboration with the launch of Backlot Club, a Web3 platform designed to transform fan engagement with entertainment. Built on the Aptos Layer 1 blockchain, the project combines physical and digital experiences, offering verified rewards securely stored on a decentralized network.

Backlot Club aims to unite Universal’s audience through games, collectibles, and interactive events. The system records every action and reward on the blockchain, ensuring transparency and traceability. The platform represents a new phase for NBCUniversal in using blockchain for engagement, going beyond simple NFTs or digital items.

The testing phase took place during the Halloween Horror Nights 2025 event at Universal Orlando and Hollywood Parks. Participants participated in an on-chain scavenger hunt, collecting digital medallions linked to physical and virtual prizes. Each item was authenticated on the Aptos blockchain, ensuring exclusivity and legitimacy.

The project’s infrastructure is built on Watchee, Aptos Labs’ decentralized media operating system. This technology allows studios and creators to manage content and fan interactions across multiple platforms, using smart contracts and immutable data to improve audience loyalty.

The expansion reinforces the multi-year partnership between the two companies, which have already developed interactive experiences for film campaigns such as Renfield and The Exorcist: Believer . The focus now is to establish a scalable ecosystem for blockchain-based rewards, collectibles, and loyalty programs.

NBCUniversal plans to integrate Backlot Club with other events and entertainment properties, creating an interconnected engagement network. The goal is to transform the relationship between audiences and brands into a seamless and personalized experience, powered by Web3 technology.

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