Many companies that want to use the blockchain and pay for cryptocurrency find their partners among wallets or exchanges. I think this is a positive collaboration. Then the game world receives unique collectible items or cards that are tokens, which allows you to enjoy the game and receive a valuable asset that can be exchanged on the exchange.
KuCoin is a great exchange from China, so if they expand their shares for Splinterlands, the game can be well received in a crypto-community. And given that card games are gaining wild popularity lately, with such a combo with tokenized items, this is a great way to encourage players and keep their attention for a long time.