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The Sorare NFT soccer trading card game has partnered with the Premier League on a multi-year licensing agreement.

Sorare

Sorare, the $4.3 billion fantasy soccer game, has signed a multi-year deal with the Premier League that will see the world’s top soccer league license official player cards.

Players of the game will be able to purchase and use official Premier League-licensed NFTs under the exclusive multi-year agreement.

Paris-based startup Sorare, which has 3 million users worldwide, lets people compete in fantasy soccer games of five a side. The chances of success are based on the real-time performance of players on the pitch.

Sorare said it’s also launching two new features in the game. These include the ability to compete with league-specific player cards and a “financial fair play” feature that prevents users from selecting all-star teams.

Sorare was first rumored to be in talks with the Premier League — the top tier of England’s men’s soccer leagues — about a licensing agreement in Oct. 2022. Sorare CEO Nicolas Julia said things took longer to wrap up than anticipated as the Premier League had an existing NFT licensing deal with another firm.

Sky News reported earlier that the deal was worth £30 million. Julia declined to share specifics on the financial terms and length of the deal.

The news comes despite a sharp slump in NFT trading activity.

Values of NFTs — or non-fungible tokens — have plummeted amid a downturn in crypto prices known as the “crypto winter,” exacerbated in recent months by the bankruptcy of major exchange FTX.

Read more about tech and crypto from CNBC Pro

According to data site CryptoSlam, the average selling price of an NFT in Dec. 2022 was $143.22, down 63% from $383.73 in Dec. 2021.

Trading volumes are also down significantly. Overall NFT sales plunged 78% in December to $678.2 million from $3.1 billion a year ago.

Julia said Sorare has “trended very differently from the rest of the space.” Total exchanges of cards on the platform amounted to $500 million last year, almost doubling from $270 million in 2021.

Still, the company has noticed a shift in usage with players more inclined to use its “free-to-play” mode where they don’t have to compete with paid-for cards.

Some 87% of Sorare players “don’t even spend money on the platform,” Julia said.

That’s raised an obvious question about the sustainability of Sorare’s model: how does it make money when most of its users aren’t transacting?

For his part, Julia said the big-spending power users were enough to anchor income generation. Sorare takes an unspecified cut of all transactions via its service.

It’s worth noting Sorare is the third-biggest NFT collection worldwide, according to CryptoSlam data. The firm processes roughly $1 million of transactions in a 24-hour period, CryptoSlam’s figures show.

The Premier League’s partnership with Sorare adds to a slew of deals between sports leagues and crypto platforms.

Sorare itself has previously announced deals with Major League Baseball and the National Basketball Association.

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Some agreements, like Crypto.com’s deal for the naming rights to the Staples Center arena in Los Angeles and FTX’s now-defunct sponsorship of the Miami-Dade Arena, have soured amid the plunge in crypto prices.

Julia said Sorare was sheltered from the fallout of the crash on crypto-focused sports advertising as his firm focuses on licensing of intellectual property rather than sponsorships.

The French startup was last valued by investors at $4.3 billion in September 2021. Sorare is backed by top names including Japan’s SoftBank and venture capital firms Accel and Benchmark. It also counts sports stars Lionel Messi, Serena Williams and Kylian Mbappe as shareholders.

Sorare has not been without its controversies and has come under fire over accusations that it encourages gambling.

The U.K. Gambling Commission is investigating the firm “to establish whether Sorare.com requires an operating license or whether the services it provides do not constitute gambling,” according to an Oct. 8, 2021 notice.

Julia said he was unable to provide an update yet on the process of the U.K. inquiry.

In November, the startup committed to making some changes to its platform after action taken by the French National Gambling Authority. Those included strengthening the free-to-play elements of the game. The company is required to enforce these measures by Mar. 31.

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How TikTok’s rise sparked a short-form video race

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How TikTok’s rise sparked a short-form video race

TikTok’s grip on the short-form video market is tightening, and the world’s biggest tech platforms are racing to catch up.

Since launching globally in 2016, ByteDance-owned TikTok has amassed over 1.12 billion monthly active users worldwide, according to Backlinko. American users spend an average of 108 minutes per day on the app, according to Apptoptia.

TikTok’s success has reshaped the social media landscape, forcing competitors like Meta and Google to pivot their strategies around short-form video. But so far, experts say that none have matched TikTok’s algorithmic precision.

“It is the center of the internet for young people,” said Jasmine Enberg, vice president and principal analyst at Emarketer. “It’s where they go for entertainment, news, trends, even shopping. TikTok sets the tone for everyone else.”

Platforms like Meta‘s Instagram Reels and Google’s YouTube Shorts have expanded aggressively, launching new features, creator tools and even considering separate apps just to compete. Microsoft-owned LinkedIn, traditionally a professional networking site, is the latest to experiment with TikTok-style feeds. But with TikTok continuing to evolve, adding features like e-commerce integrations and longer videos, the question remains whether rivals can keep up.

“I’m scrolling every single day. I doom scroll all the time,” said TikTok content creator Alyssa McKay.

But there may a dark side to this growth.

As short-form content consumption soars, experts warn about shrinking attention spans and rising mental-health concerns, particularly among younger users. Researchers like Dr. Yann Poncin, associate professor at the Child Study Center at Yale University, point to disrupted sleep patterns and increased anxiety levels tied to endless scrolling habits.

“Infinite scrolling and short-form video are designed to capture your attention in short bursts,” Dr. Poncin said. “In the past, entertainment was about taking you on a journey through a show or story. Now, it’s about locking you in for just a few seconds, just enough to feed you the next thing the algorithm knows you’ll like.”

Despite sky-high engagement, monetizing short videos remains an uphill battle. Unlike long-form YouTube content, where ads can be inserted throughout, short clips offer limited space for advertisers. Creators, too, are feeling the squeeze.

“It’s never been easier to go viral,” said Enberg. “But it’s never been harder to turn that virality into a sustainable business.”

Last year, TikTok generated an estimated $23.6 billion in ad revenues, according to Oberlo, but even with this growth, many creators still make just a few dollars per million views. YouTube Shorts pays roughly four cents per 1,000 views, which is less than its long-form counterpart. Meanwhile, Instagram has leaned into brand partnerships and emerging tools like “Trial Reels,” which allow creators to experiment with content by initially sharing videos only with non-followers, giving them a low-risk way to test new formats or ideas before deciding whether to share with their full audience. But Meta told CNBC that monetizing Reels remains a work in progress.

While lawmakers scrutinize TikTok’s Chinese ownership and explore potential bans, competitors see a window of opportunity. Meta and YouTube are poised to capture up to 50% of reallocated ad dollars if TikTok faces restrictions in the U.S., according to eMarketer.

Watch the video to understand how TikTok’s rise sparked a short form video race.

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Elon Musk’s xAI Holdings in talks to raise $20 billion, Bloomberg News reports

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Elon Musk's xAI Holdings in talks to raise  billion, Bloomberg News reports

The X logo appears on a phone, and the xAI logo is displayed on a laptop in Krakow, Poland, on April 1, 2025. (Photo by Klaudia Radecka/NurPhoto via Getty Images)

Nurphoto | Nurphoto | Getty Images

Elon Musk‘s xAI Holdings is in discussions with investors to raise about $20 billion, Bloomberg News reported Friday, citing people familiar with the matter.

The funding would value the company at over $120 billion, according to the report.

Musk was looking to assign “proper value” to xAI, sources told CNBC’s David Faber earlier this month. The remarks were made during a call with xAI investors, sources familiar with the matter told Faber. The Tesla CEO at that time didn’t explicitly mention any upcoming funding round, but the sources suggested xAI was preparing for a substantial capital raise in the near future.

The funding amount could be more than $20 billion as the exact figure had not been decided, the Bloomberg report added.

Artificial intelligence startup xAI didn’t immediately respond to a CNBC request for comment outside of U.S. business hours.

Faber Report: Elon Musk held call with current xAI investors, sources say

The AI firm last month acquired X in an all-stock deal that valued xAI at $80 billion and the social media platform at $33 billion.

“xAI and X’s futures are intertwined. Today, we officially take the step to combine the data, models, compute, distribution and talent,” Musk said on X, announcing the deal. “This combination will unlock immense potential by blending xAI’s advanced AI capability and expertise with X’s massive reach.”

Read the full Bloomberg story here.

— CNBC’s Samantha Subin contributed to this report.

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Alphabet jumps 3% as search, advertising units show resilient growth

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Alphabet jumps 3% as search, advertising units show resilient growth

Alphabet CEO Sundar Pichai during the Google I/O developers conference in Mountain View, California, on May 10, 2023.

David Paul Morris | Bloomberg | Getty Images

Alphabet‘s stock gained 3% Friday after signaling strong growth in its search and advertising businesses amid a competitive artificial intelligence environment and uncertain macro backdrop.

GOOGL‘s pace of GenAI product roll-out is accelerating with multiple encouraging signals,” wrote Morgan Stanley‘s Brian Nowak. “Macro uncertainty still exists but we remain [overweight] given GOOGL’s still strong relative position and improving pace of GenAI enabled product roll-out.”

The search giant posted earnings of $2.81 per share on $90.23 billion in revenues. That topped the $89.12 billion in sales and $2.01 in EPS expected by LSEG analysts. Revenues grew 12% year-over-year and ahead of the 10% anticipated by Wall Street.

Net income rose 46% to $34.54 billion, or $2.81 per share. That’s up from $23.66 billion, or $1.89 per share, in the year-ago period. Alphabet said the figure included $8 billion in unrealized gains on its nonmarketable equity securities connected to its investment in a private company.

Adjusted earnings, excluding that gain, were $2.27 per share, according to LSEG, and topped analyst expectations.

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Alphabet shares have pulled back about 16% this year as it battles volatility spurred by mounting trade war fears and worries that President Donald Trump‘s tariffs could crush the global economy. That would make it more difficult for Alphabet to potentially acquire infrastructure for data centers powering AI models as it faces off against competitors such as OpenAI and Anthropic to develop largely language models.

During Thursday’s call with investors, Alphabet suggested that it’s too soon to tally the total impact of tariffs. However, Google’s business chief Philipp Schindler said that ending the de minimis trade exemption in May, which created a loophole benefitting many Chinese e-commerce retailers, could create a “slight headwind” for the company’s ads business, specifically in the Asia-Pacific region. The loophole allows shipments under $800 to come into the U.S. duty-free.

Despite this backdrop, Alphabet showed steady growth in its advertising and search business, reporting $66.89 billion in revenues for its advertising unit. That reflected 8.5% growth from the year-ago period. The company reported $8.93 billion in advertising revenue for its YouTube business, shy of an $8.97 billion estimate from StreetAccount.

Alphabet’s “Search and other” unit rose 9.8% to $50.7 billion, up from $46.16 billion last year. The company said that its AI Overviews tool used in its Google search results page has accumulated 1.5 billion monthly users from a billion in October.

Bank of America analyst Justin Post said that Wall Street is underestimating the upside potential and “monetization ramp” from this tool and cloud demand fueled by AI.

“The strong 1Q search performance, along with constructive comments on Gemini [large language model] performance and [AI Overviews] adoption could help alleviate some investor concerns on AI competition,” Post wrote in a note.

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CNBC’s Jennifer Elias contributed to this report.

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