Animoca Brands is partnering with one of the biggest cultural icons of the crypto world to create a new blockchain-based game.

The partnership is with the Bored Ape Yacht Club, the collection of 10,000 Bored Ape NFTs that are currently selling for a minimum of 53 Ethereum (US$204,000). In total, the collection is valued at north of $3 billion, with a bundle of 101 Bored Apes selling for $24.4 million at Sotheby’s in September.

Each Bored Ape NFT is unique and algorithmically generated from over 170 possible traits, including expression, hardware and clothing.

In September Animoca’ Brand’s The Sandbox brand paid 740 Ethereum (US$2.8 million) for Bored Ape No. 3749, The Captain. The buyer had purchased it a month before for 400 Ether.

“NFTs have emerged as a store of culture,” said Animoca Brands co-founder and executive chairman Yat Siu.

“There are very few icons that are able to represent the surging world of NFTs as powerfully as Bored Ape Yacht Club, which is why we, as a group and in aggregate, hold a significant number of them. We are incredibly excited and proud to collaborate on a game for this cultural milestone.”

The Sandbox’s NFT collection spans 350 unique NFTs valued at 3,380 Ethereum (US$13 million), The Sandbox said at the time.

The BAYC game is expected to be released in the second quarter of 2022 and will feature play-to-earn mechanics.

“We’re excited to work with Animoca Brands to grow the BAYC universe and expand the utility and benefits offered to all Bored Ape NFT holders,” said a Yuga Labs spokesperson.

“Animoca Brands is a trailblazer in the blockchain gaming space with a proven track record of delivering. We can’t wait to share more with the community about what we’re building.”