Allied Esports Entertainment Inc., owner of the HyperX Arena Las Vegas at Luxor, is starting a rewards program that will integrate its Epicbeast non-fungible tokens into real-world experiences.

The company will kick off the program Friday in an “Unleash the Beast” launch party that begins at 5 p.m. at HyperX Arena. It’s free, but attendees must register online at https://www.eventbrite.com/e/unleash-the-beast-tickets-327593349527.

Tekken, Mario Kart and Super Smash Bros. tournaments will begin shortly after the opening.

Jud Hannigan, CEO of Allied Esports, said the new rewards program is geared to familiarize players and fans with blockchain technology, cryptocurrencies, NFTs – financial securities consisting of digital data in the form of blockchain – as well as Web3, a new version of the internet driven by blockchain.