ATP Tour launches new digital collectible game

The ATP Tour has launched a new playable collection game, ‘Collect: It All Adds Up’, in partnership Trace.

Powered by blockchain technology, the game allows fans to collect digital memorabilia generated from official match data. These collectibles act as a ‘virtual ticket stub’, creating a personal timeline of the matches and tournaments a fan has followed, whether in-stadium or watching from home.

The platform aims to help the ATP Tour and its partners turn unknown fans into an addressable audience for direct engagement and acquisition. The partnership builds on last year’s ‘Momentum’ campaign at the Nitto ATP Finals, which saw the tour grow its fan database by 25% in eight days, with over 75,000 people signing up.

The game will be rolled out at four tournaments this season, including select ATP Masters 1000 events and the season-ending Nitto ATP Finals. It will be available for singles matches from the quarterfinals onwards, including WTA matches at the joint events.

Mark Epps, ATP Director of Communications and Web3, said, “For so many fans around the world, tennis is a ritual – staying up late, keeping up with results, staying close to the story of the Tour. Until now, there’s never been a way to mark that journey.”

Tareq Nazlawy, CEO of Trace, said, “Trace was built on a singular idea: that being a true fan is worth recognising. It’s powerful, emotional, and deeply personal – and with Collect, we’re turning that into something tennis fans can carry with them: a digital record of their journey and a way to unlock the best of the sport.”

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