(BlockBar) Video Game Development Company Ubisoft is working on the ethereum blockchain, according to an exclusive report with French online newspaper LesEchos.

Ubisoft is the fourth-largest publicly traded video game company known for Assassin’s creed, Far cry and Just Dance – and is reportedly looking to implement blockchain technology in future game releases.

Sources tell Les Echos that Ubisoft’s development team is at an advanced stage of creating a blockchain-based market for in-game items. Basically, users are able to use blockchain and crypto assets such as ethereum to buy game merchandise. Although the details of the technology remain to be clarified, Ubisoft appears to be looking to link in-game items to non-replaceable tokens (NFT) outside the game itself. In theory, items could be taken from one game to another and potentially traded on an external exchange — a big break from the in-game purchase and use of most games

It’s not a new concept for games to integrate the ethereum blockchain into in-game items. Several different blockchain startups were trying to publicize the idea before. If the rumors were true, this would be the first time AAA has implemented such a system. Although Ubisoft isn’t famous by innovations and many of its new releases have been less impressive, this could be the beginning of something important in the industry – Ubisoft is leading to industry as forefront.

Ubisoft began to search the potential of blockchain technology at the end of 2018. In mid-2018, Ubisoft hosted a Blockchain hackathon called Blockchain Heroes, in addition, Ubisoft’s strategy innovation lab created a prototype Blockchain game.

Ubisoft Anne Puck’s block chain active assistant manager told VentureBeat:

“At Ubisoft, we think it’s crucial to be part of pioneering the ways players can benefit from what blockchain has to offer. We think that blockchain has the potential to transform the gaming experience and even maybe to empower players as true stakeholders in their worlds. That’s why our job is to accelerate the integration of blockchain at Ubisoft with this initiative.”

However, due to regulatory uncertainty in France, Ubisoft hasn’t officially announced plans to launch the blockchain application any time soon.