Aptos and NBCUniversal expand deal with new blockchain rewards system

TLDR

• Backlot Club uses Aptos Layer 1 blockchain for secure fan engagement.
• The platform was piloted at Universal’s Halloween Horror Nights 2025.
• Users earn Aptos-based digital rewards at online and live events.
• Built on Watchee, Aptos’ decentralized media system for fan programs.

NBCUniversal and Aptos Labs are strengthening their partnership with the launch of Backlot Club, a blockchain-powered fan engagement and rewards platform. The new initiative uses the Aptos Layer 1 blockchain to connect Universal fans through digital experiences that combine online interaction and real-world participation. The platform marks a broader move by NBCUniversal into blockchain infrastructure that extends beyond the use of traditional collectibles or NFTs.

Launch of Backlot Club and Its Purpose

Backlot Club is designed to create a unified ecosystem for Universal fans to collect digital rewards across multiple touchpoints. It allows users to participate in activities both online and at in-person events, where they can earn blockchain-based rewards. These rewards are stored as digital assets on the Aptos network, enabling users to manage and redeem them through a single, secure platform.

The project aims to make fan engagement more interactive while exploring the role of blockchain in entertainment ecosystems. An NBCUniversal representative stated in an email to The Block that the initiative “offers a glimpse of how one of the world’s largest media companies is beginning to experiment with blockchain infrastructure beyond collectibles or NFTs.”

Pilot Testing and Early Adoption

The platform has already been tested during Universal’s Halloween Horror Nights 2025 event. During the pilot, attendees participated in an “onchain scavenger hunt,” collecting digital medallions that were tied to both physical and virtual rewards. Each medallion was recorded on the Aptos blockchain, offering transparency and ownership verification for every participant.

This early trial demonstrated how blockchain can support immersive fan experiences. By linking digital collectibles with real-world interactions, NBCUniversal is experimenting with how audiences engage with entertainment properties. The company intends to use insights from the pilot to improve the platform’s functionality before a wider rollout.

Foundation on Aptos’ Decentralized System for Media

Backlot Club is built on Watchee, Aptos’ decentralized operating system for media. This system provides infrastructure for managing digital content, audience data, and blockchain-based engagement tools. Through Watchee, NBCUniversal can integrate fan interactions across different media properties while maintaining decentralized control over digital assets.

Aptos Labs developed Watchee to support scalable and secure media applications on its Layer 1 blockchain. The system is designed to handle high volumes of user transactions while offering a smooth and fast experience. Its integration into Backlot Club enables NBCUniversal to manage fan data and digital rewards without relying on centralized servers.

Expanding a Multi-Year Collaboration

This launch builds upon a multi-year collaboration between NBCUniversal and Aptos Labs. The two companies have previously worked together on several Web3 fan engagement projects, including promotional campaigns for Renfield and The Exorcist: Believer. These initiatives explored blockchain-based games, loyalty programs, and digital collectibles tied to film releases.

With Backlot Club, the partnership is moving toward broader blockchain adoption in entertainment. By combining Aptos’ blockchain infrastructure with NBCUniversal’s global media reach, both companies are focusing on creating scalable systems for audience engagement. The project represents a continued effort to integrate decentralized technology into mainstream entertainment experiences.

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