Synereo Ltd., a Tel-Aviv based blockchain startup that was recently included in Gartner’s “Cool Blockchain Vendor”, has announced it is rebranding its flagship product Qrator to ‘WildSpark.’

The move to rebrand comes alongside the launch of WildSpark.me, where individuals can register for the platform’s Beta version to be launched on June 30. WildSpark is Synereo’s first publicly available product and the upcoming product release marks a major step forward for the startup.

“WildSpark is the first publicly available product that makes use of the ‘AMP’, Synereo’s digital currency,” said Co-Founder and Chief Marketing Officer Anderson McCutcheon. “WildSpark addresses the fact that content and its creators are bound by the monetization methods and strict guidelines mandated by a few large mega-corporations.”

Synereo has added an “attention economy” layer on top of existing platforms. Users can show their appreciation for content by sending AMPs directly to content creators via WildSpark.

“Following the investment of AMPs in the content, the curator gets a unique link that they can share with their followers and friends,” said McCutcheon. “If more people use the link and ‘Amplify’ the content, the curator responsible for content discovery gets a share of the contribution.”

The Alpha version of Qrator had been available to select community members. WildSpark provides content creators and curators with control over the value and monetization of their online content, bringing added functionality to the Synereo experience.

“Our goal is to build novel, fairer tools and solutions for content creators, curators and all participants in the content-based value creation chain,” said Dor Konforty, Founder and CEO of Synereo. “WildSpark is the first solution that allows direct compensation for value creation, and transfer of digital currency, on top of existing platforms and without being bound by them.”

Registration is now open for the beta version of WildSpark. Those interested can register to experience the benefits of the new content distribution paradigm.

“We aren’t competing with YouTube for hosting the content — we are introducing a way for curators and creators to monetize their existing activity, outside of the platform itself,” Konforty added.