NEW YORK, NY, July 28, 2026 (EZ Newswire) -- Lucra, the leading social competition platform, today announced a partnership with Loke, the gamified social commerce platform connecting 96,000+ skaters across 106 countries to 28,000+ mapped skate spots, challenges, and rewards. Through Lucra's white-label SDK, Loke will deepen its existing competition infrastructure with real-money and free-to-play challenges, structured tournaments, and an expanded rewards ecosystem — transforming one of the most engaged communities in action sports into a fully competitive environment where skaters of all ages can compete in free-to-play challenges for brand-backed rewards, and eligible players 18+ in approved states can enter real money challenges for cash prizes.

Skateboarding ranks as the third most-participated sport in the United States, with 85 million skaters globally and a $5.1 billion industry growing at 3.1% annually. Loke has positioned itself at the center of that cultural and commercial moment, building the platform that merges real-world skating with online participation and rewards at global scale. With 100+ brand challenges, 30+ global and local brand partners, and 34,000+ average reach per challenge — all achieved with zero marketing spend — Loke has demonstrated clear product-market fit with both skaters and brands. By integrating Lucra, Loke's existing challenge and rewards features now scale with the real-money competition infrastructure and expanded rewards network to match the ambition of what it has already built.

"Skateboarding has always had its own culture, its own language, and its own standards for what's authentic, and Loke has cracked that code in a way very few platforms ever do," said Dylan Robbins, CEO of Lucra. "Loke already has the challenges and the rewards community in place. Our job is to scale that, adding real-money and free-to-play competition infrastructure that turns what skaters are already doing on Loke into something they can win from. Entering the skateboarding space through a partner like Loke is exactly the kind of opportunity we get excited about — a deeply social, gamification-first concept with a global community that's ready for the next level."

Loke's platform allows skaters to discover skate spots, compete in brand-powered challenges, earn points and level-ups, and connect with global crews and local communities. It's built on a map of 28,000+ skate spots and parks submitted by skaters, with AI-personalized content so every skater sees the best spots, sessions, competitions clips, news, and brands that matter to them. For brands, Loke provides direct access to an authentically engaged audience with measurable ROI through challenges, shop commissions, and ROI analytics. The Lucra integration amplifies both sides of that ecosystem: skaters gain real-money matchups, free-to-play tournaments with brand-backed rewards, and expanded prize pools powered by Lucra's compliance and payments infrastructure, while brands gain a richer competitive activation layer that drives deeper participation and purchase intent.

"Skateboarding has always been about progressing, pushing each other, and earning respect through what you can do on a board," said Terry Newman, co-founder of Loke. "Loke was built to reward that. Skateboarding has always had an economy of recognition. We're making it something you can actually earn from, wherever you are and whatever part of the culture you contribute to. We already have the challenges and the rewards ecosystem in place, and Lucra gives us the infrastructure to take both to a completely different scale. When someone lands a trick in a Loke challenge and wins cash or converts their earnings into gear from the brands they actually ride, that closes the loop in a way that no other platform can offer. Together we're building what skateboarding has needed for a long time."

For Loke's current 30+ brand partners, the integration unlocks a more powerful activation toolkit. Brands can now power sponsored tournaments with real prize pools, offer free-to-play competitive incentives that drive purchase through Loke's integrated shop, and reach skaters at the exact moment of peak engagement — mid-challenge, mid-session, mid-competition — with rewards that convert to real spend. Lucra handles all payments, compliance, fraud prevention, and settlement, meaning Loke and its brand partners can focus entirely on the experience.

As Loke executes its roadmap from skateboarding into all action sports — targeting urban, snow, surf, and beyond across a 490 million participant addressable market — the Lucra partnership scales with it. Every new sport vertical and brand partner that comes onto the Loke platform inherits a fully built competition and rewards economy from day one.

The partnership rolls out alongside Loke's next-generation platform later this year.

About Lucra

Lucra is a plug-and-play SDK that integrates into apps or websites, enabling peer-to-peer competitions with real-money or rewards. It handles compliance, payments, fraud prevention, and settlement out of the box, so partners can instantly offer gamified experiences without building or managing complex infrastructure themselves. Top entertainment, hospitality, and consumer brands, including Five Iron Golf, Puttshack, Backyard Sports, ChessKings, TouchTunes, and more, use Lucra's white-label technology to power tournaments and challenges, build loyalty, and drive new revenue. Learn more at www.playlucra.com. 

About Loke

Loke is the gamified social commerce platform for skateboarding, merging real-world activity with online participation and rewards across a global community of 96,000+ skaters in 106 countries. With 28,000+ skate spots and parks submitted by skaters, 100+ brand challenges, and 30+ global and local brand partners, Loke connects skaters authentically with the best spots, sessions, competitions, clips, news, and that matter to them. Learn more at www.getloke.com.

Media Contact

Lindsay Linhart
Brand Strategist, Lucra
lindsay@playlucra.com

###

SOURCE: Lucra

For questions regarding this release or its content, contact hello@eznewswire.com for immediate assistance.