Uniswap Labs recently expanded its presence in the blockchain gaming sector by acquiring 'Crypto: The Game' (CTG), an on-chain survival game. The second season of CTG achieved remarkable success, with all 800 spots selling out in just 13 minutes. Recognizing the game's appeal to both the core crypto community and outsiders, Uniswap Labs announced the acquisition. In a statement to Fortune, Mary-Catherine Lader, Chief Operating Officer at Uniswap Labs, expressed enthusiasm about the acquisition, highlighting CTG's ability to generate excitement and Uniswap's focus on enhancing on-chain experiences. The acquisition involved a mixture of cash, tokens, and equity. As part of the agreement, the founders of CTG, Dylan Abruscato, Tyler Cagle, and Bryan Lee, have joined forces with the Uniswap team. They are currently collaborating on the development of season three and exploring innovative interactive crypto experiences for users. Notably, the game will maintain its independent identity and not serve solely as a promotional platform for Uniswap's products. Dylan Abruscato, co-founder of CTG, expressed optimism about the partnership with Uniswap Labs, anticipating that it will elevate season three to new heights. Inspired by popular TV shows like Survivor and Squid Game, CTG's first two seasons featured a format where participants bought 0.1 Ethereum to join tribes and competed for substantial prizes. Uniswap Labs sponsored a challenge during season two, gaining valuable insights into attracting new users to the crypto space through the game. With a dedicated following in the crypto community, CTG has successfully engaged audiences, including 'normies,' contributing to the onboarding of new users to decentralized finance. The game, described as a '24/7 crypto reality show' with intriguing storylines, has become a sensation in the crypto world. The UNI token experienced a price hike following the acquisition, reflecting a positive market response. Its upward trajectory over recent weeks has garnered considerable attention and trading activity.