Crypto payment infrastructure provider MoonPay will take over Web3’s creative agency Nightshift, which will change its name to Otherlife as part of the deal. The acquisition is to contribute to MoonPay’s plan to establish itself as a one-stop-shop for brands interested in expanding into crypto, collectible tokens, and metaverse activities.

“There was a great opportunity for us to come together and now we can offer end-to-end lifecycle support for big brands,” said Ivan Soto-Wright, CEO and co-founder of Moonpay, AdWeek reported. “Now we can go to any brand that has an idea or wants to get into Web3, and we can help them execute a complete end-to-end strategy.”

Following its rebranding effort, Nightshift will maintain its branded customer base that comprises Adobe, Shopify and Arsenal Football Club, among others, in addition to serving several existing MoonPay customers. Last June, MoonPay introduced HyperMint, a non-fungible token (NFT) platform that hosted major brands like Universal Pictures and Fox Corporation as launch partners.

“This technology is some of the best fandom technology that has ever been around,” Soto-Wright said. “And part of it, when we talked to brands, was ‘OK, how do you execute a strategy? What is the ‘why’? How do we put a strategy into action?’”

Despite the ongoing downturn in the global crypto markets, Keith Grossman, MoonPay’s corporate president, argues that there is still strong interest in using blockchain technology for various business cases such as loyalty programs and intellectual property supplements.

“What Nightshift has done really well is show people what Web3 experiences can be and how they can deepen brand engagement,” according to Grossman. “And at the end of the day, if you can show customers how they can be more successful, they don’t care if it’s Web1, Web2 or Web3, they just want to be more successful.”

MoonPay says it is active in more than 160 countries around the world, serving more than 5 million customers to whom the company has delivered $2 billion worth of crypto to date, according to company figures. MoonPay claims it has a valuation of around $3.4 billion.

“Our suite of on-ramp and off-ramp products provide a seamless experience for converting between fiat and cryptocurrencies using all major payment methods, including debit and credit cards, local bank transfers, Apple Pay, Google Pay and Samsung Pay” , the company says, adding that its services are trusted by more than 300 leading crypto wallets, sites and apps.

Meanwhile, the crypto payments infrastructure provider is also expanding its presence in Europe. Last month, MoonPay said it obtained a registration as a crypto business with the UK’s Financial Conduct Authority regulator.