Hey folks - welcome to Edition #58 of The SEG3 Report.

Today we’ll be spotlighting FIFA moving their collectibles away from Algorand to their own FIFA blockchain, and the pros and cons of such a decision.

Also on the agenda: MLS, Apple & EA to livestream matches into EA Sports FC, NASCAR’s use of a GenAI Reviewer for their development team + NASCAR, Ubisoft, Supercell, YouTube & more join the lineup for SEG3 London in 5 weeks time (grab your pass here!).

Enjoy…

Contents: Edition #58

• FIFA to migrate collectibles away from Algorand to FIFA Blockchain

• MLS & Apple to livestream matches on EA Sports FC

• NASCAR’s GenAI Code Reviewer

FIFA to migrate collectibles to FIFA Blockchain

FIFA has launched its own EVM-compatible blockchain and is migrating FIFA Collect off Algorand.

Why should you care?

TL;DR: FIFA has just quietly launched its own blockchain. It follows a two-year run with Algorand and 2 million+ packs sold on FIFA Collect. Now, it looks like FIFA want control of their own destiny (and perhaps a bigger slice of the pie) by having their own infrastructure. The big question - should other sports brands follow suit? Short answer: probably not. But there may be some method in the madness.

In full: Back in 2022, FIFA made headlines by partnering with Algorand, a layer-1 blockchain best known for its sustainability credentials. The crowning glory of their partnership being the launch of a digital collectibles platform that commemorated key World Cup moments, called FIFA Collect.

While it didn’t explode in quite the same way as NBA Top Shot did at its peak (what did?!), it did rack up some fairly sizeable numbers:

• 2 million+ packs sold

• 70,000+ individual holders

• $19m+ in total volume

No small feat for both FIFA & Algorand.

But with Algorand struggling in recent years to build its ecosystem and traction, they’ve had to shift their priorities (and budgets) elsewhere, which means FIFA were obviously left with a conundrum - leave FIFA Collect on Algorand (without being paid for the pleasure of doing so), or uproot to another chain.

They’ve chosen option 2, but with a difference - it’s their chain.

According to their updated FAQ’s, FIFA Collect is migrating to their own EVM compatible chain, FIFA Blockchain.

So why would FIFA want to own a chain, and what’s the pros and cons of the move?

Pros

• Control
  → If you’re building infrastructure to support your specific needs, it will of course be more tailored vs working with a third-party, who has to take into account multiple clients’ perspectives on what the roadmap should be.
  

• Commercial
  → Owning the chain means FIFA could technically capture more of the upside (although, more to come on this below) - whether that be by offering the chain as a foundational layer to their National Association’s to build upon.

Cons

• Technical Nous
  → Launching and operating a blockchain is HARD (as I discussed in Edition #24). There’s the technical side (security, scalability etc), and then there’s building consumer-friendly UX, which requires yet more time and resource. FIFA’s core business is not in technology services, so if they’re not careful, this could become an expensive side hobby to maintain.
  

• Building an Ecosystem
  → Algorand’s challenge was the lack of ecosystem (even when it was its sole focus), so despite the pull that FIFA has as a brand, it will still be extremely challenging to build an active and engaged ecosystem (without hand-holding to onboard brands/developers etc).

Pro/Con (TBC!)

This one is still speculative (given there’s been no confirmed token launch yet), but given the move, it’s worth exploring.

• Launching a token
  → I personally think this would be fraught with challenges, but there are some benefits to having a native token that they can integrate into various parts of their ecosystem (whether that be to incentivise fans to engage with FIFA’s partners i.e. FIFA Rivals, or encourage developers to experiment with the FIFA IP that could deliver lots of smaller licensing returns vs one big licensing agreement i.e. like previously with EA Sports).
  
  → However, we all know the downside can be sizeable. Tokens often become speculative, are currently littered with regulatory hurdles and may create more friction for fans if necessary to unlock FIFA products and experiences.

So, is the answer building your own chain? I don’t think so. It’s resource-heavy, technically complex and often unnecessary. Instead, exploring options with chains that have already built ecosystems (and want to build a roadmap hand-in-hand), or can offer subnets (where you get some of the benefits of sovereignty without the overhead of full chain operation) would be a more advisable route.

In any case, it’s intriguing to see FIFA take the bull by the horns. Between this launch, the debut of FIFA Rivals with Mythical Games, and the Club World Cup, there’s plenty of opportunity this summer to broaden their product suite and introduce new fan experiences built on crypto rails.

It’s now just 5 weeks to go until the who’s who of sports, entertainment, gaming and emerging tech descends on London.

Join the likes of the UFC, BBC, McLaren Racing, City Football Group, Sky and more who have booked their passes for June 10 & 11 in the last 48 hours alone 👇

MLS & Apple to livestream matches on EA Sports FC

EA SPORTS FC Mobile is now streaming live MLS Season Pass matches, as part of a new partnership between MLS, Apple and EA.

The integration brings live, full-length matches into the EA SPORTS FC Mobile app every week, alongside special in-game content and themed rewards.

Why should you care?

TL;DR: MLS is teaming up with EA Sports FC and Apple to bring live matches into the EA Sports FC Mobile app. It’s a smart distribution play that further blends gaming and sports to meet fans where they already are: in-game. Whether it’s a second-screen experience or a primary viewing platform, the launch certainly leans into the idea that interactivity is the future of sports consumption. And with younger audiences spending more time in gaming environments, embedding live content directly into EA Sports FC Mobile positions MLS to grow fandom early, deepen engagement and experiment with new ways of packaging and delivering matches.

In full: It’s no secret that younger audiences aren’t watching sports the same way older generations did. Linear TV isn’t the default. Loyalty is somewhat fluid. And time is tight.

So for MLS, bringing live matches into the EA Sports FC Mobile app feels right on the money for what next-gen fans expect from their sports & gaming experiences.

How is it working?

The partnership is a three-way effort: MLS provides the live content, EA Sports FC Mobile becomes the distribution platform, and Apple (via MLS Season Pass) enables the stream. Users will be able to watch select MLS matches directly inside the app, with the option to stream in either full screen or a picture-in-picture mode while playing.

And given we’re all used to playing a game while watching TV (I’m seriously guilty of this), this shouldn’t be too alien. It just flips the script.

And with EA’s decision to create a version of FC that feels more like a social, always-on platform (rather than a static, once-a-year boxed product), it means it can now serve as a window into the real sport itself.

For MLS, it’s a low-lift way to get in front of an audience that might not have tuned in otherwise. And by embedding live matches into a context (simulation sports game) where players already have team affinity and a social opt-in, they’re not just growing viewership, but nurturing future fans who already have a connection to the sport.

Of course, there are likely to be some challenges here. A 2D stream in a 3D gaming world may feel a bit clunky, and keeping users engaged with a live match while they’re mid-game is going to be a puzzle. But this is early innings, and the fact that EA, MLS & Apple are even experimenting here shows how seriously they’re taking the convergence of sport and play.

And if it’s successful, it will open the door to a new distribution model.

We’ve already seen Fortnite & Roblox become a venue for film trailers, concerts and sports. If EA FC becomes a reliable destination for both gameplay and live sport, it might hint at a future where the biggest sports broadcasts don’t (exclusively) live in TV apps & streams, but inside games too.

And for rights holders, that could be a big unlock.

NASCAR’s GenAI Code Reviewer

NASCAR has rolled out a GenAI code reviewer to support its engineering and data teams.

The tool is designed to accelerate development workflows and improve code quality, joining NASCAR’s wider GenAI initiatives that include auto-generated race summaries, fan-facing data visualisations and content automation.

Why should you care?

This is a really interesting read by Patrick Carroll, NASCAR’s Managing Director of Technology, so rather than repackage it for you all, I’m just going to recommend you check it out.

It’s goes to show that some of the most interesting use cases of GenAI really are the least visible.

Well worth a read 👇

In other news this week…

• GTA VI pushed back by Rockstar Games to summer 2026: read here.

• Trump & US to impose 100% tariffs on foreign-made movies: read here.

• Fortnite to return to iOS App Store: read here.

• Volkswagen enters Driving Empire: read here.

• Monopoly GO! launches Star Wars crossover: read here.

• IBM launches new HP & Ferrari app: read here.

• LEGO & Formula 1 unveil drivable LEGO cars at Miami GP: read here.

• Williams Racing announces Airia as Official AI Orchestration Partner: read here.

• Spin Master & The Gang launch Tech Deck Skate Obby on Roblox: see here.

• Mastercard unveils agentic payments to power commerce: read here.

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!

That’s all for now folks - thanks again for reading the latest edition of The SEG3 Report and if you found it of interest, do consider sharing with a friend!