Jack Dorsey’s fintech company Block gave 1 bitcoin to an attendee at ComplexCon in Los Angeles, worth about $85,000 at the time. According to ChainCatcher, the company said it joined the annual Complex Networks event to introduce bitcoin to new users through culture, shopping, and entertainment.

Block’s Cash App set up a fishing-game booth called Lightning Lake, where participants could win small amounts of bitcoin. One player caught the full bitcoin prize. Block bitcoin marketing head Maria Pesce said the goal was to make bitcoin approachable, tangible, and fun, and to help people move from never using bitcoin to paying with it during a lap around the lake.

Block has long used its products to promote bitcoin adoption. Cash App lets users send, receive, and buy bitcoin, while Square point-of-sale terminals accept bitcoin payments through the Lightning Network. The New York-listed company also launched an ad campaign this month to encourage bitcoin as a medium of exchange. Dorsey left Twitter in 2021 to focus on payments and bitcoin adoption, and has repeatedly said he wants bitcoin to become a global and everyday currency.