Yield Guild Games (YGG) has launched its own publishing division named YGG Play to develop and distribute games directly under its own brand.

The first release under this new initiative is LOL Land, a browser-based board game that went live this week on Abstract Chain, with over 100,000 users pre-registered ahead of launch. The game incorporates token rewards and features characters from the Pudgy Penguins community.

The shift in strategy follows years of volatility in the blockchain gaming sector, with many projects struggling to retain long-term users. YGG’s new approach is focused on targeting existing crypto users, rather than attempting to appeal to broader gaming audiences.

What is YGG Play?

YGG Play is the new publishing arm of Yield Guild Games but unlike YGG’s previous model, which centred on asset delegation and game investment, this division focuses on producing and distributing games internally.

The goal, according to YGG, is to design games that reflect the behaviours and interests of people already active in cryptocurrency, NFT trading, and blockchain-based platforms.

Co-founder Gabby Dizon said the move reflects lessons learned since YGG’s founding in 2020. The company believes its experience in both traditional and blockchain gaming has informed a more targeted strategy that focuses on simpler, shorter-form games.

What games are on the platform?

The first title to launch on YGG Play is LOL Land, a web-based board game with four themed maps: YGG City, Beach Day, Carnival, and Ice World Wonderland. In the game, players can choose between a free mode, which allows unlimited rolls, or a premium mode that includes token rewards. Points earned in premium mode are tied to a $10 million pool of YGG tokens, which can be used within the broader YGG ecosystem.

YGG has not yet announced additional titles under the YGG Play label, but it has indicated that future projects will continue to prioritise crypto-native users over conventional gaming audiences. The company is not positioning itself to compete with large-scale game studios, but rather to provide lightweight, blockchain-based games for a niche but active user base.

Dizon noted that whilst developing games on emerging technologies is challenging, YGG sees continued potential in the space. Future releases from YGG Play are expected to build on the lessons of LOL Land and further explore how blockchain mechanics can be integrated into simple, accessible game formats.

Immutable, the blockchain gaming giant, recently partnered with Yield Guild Games (YGG), and they have committed to reward players with $1 million through questing incentives. The aim is to make Web3 gaming more accessible and rewarding for players, developers and gaming guilds.

YGG leads as a top blockchain-based gaming guild protocol, and the partnership combines Immutable’s technology with YGG’s player-focused community model to create more opportunities in the Web3 gaming ecosystem. At the heart of this partnership is YGG’s integration of Immutable’s Passport, a user-friendly self-custody wallet, and its zkEVM scaling solution, which will roll out in early 2025.

The partnership also sees Immutable sponsoring the YGG Play Summit, which began November 19th and includes the first-ever in-person GAM3 Awards, held in Manila on November 22.

Guild Games with Immutable

Immutable is a blockchain solution using Zero-Knowledge Rollups technology that powers secure, fast and low-cost transactions for Web3 games. Efficient and scalable, Immutable is the go-to platform for popular games like Immortal Rising 2, Pixelmon and Arena of Faith.

One of the titles is Guild of Guardians, a mobile RPG designed for teamplay. Guild of Guardians had over one million pre-registered players, making it one of the most promising games in Web3 and is available on Android and iOS.

In the Philippines, YGG Pilipinas is a key driver of GOG’s growth and actively promotes the game through video tutorials, referral codes and leaderboards.

Web3 Gaming in the Philippines

The Philippines has emerged as a global leader in Web3 gaming, supported by a strong gaming culture and widespread interest in Web3 gaming tech. Play-to-earn (P2E) games like Axie Infinity introduced many Filipinos to blockchain gaming during the COVID-19 pandemic.

P2E games have faced challenges like the Axie Infinity hack in 2022, but they have shown the economic potential of blockchain gaming. This momentum is driven forward by communities like YGG Pilipinas, which is still promoting Web3 gaming through events and initiatives.

YGG Pilipinas, a community of over 95,000 gamers, has also been building local industry relationships by organizing summits that bring together developers, creators and even government representatives.

Player Engagement

Yield Guild Games is aiming to redefine player engagement with its Guild Advancement Program, which allows gamers to progress, earn rewards and be active participants in the Web3 ecosystem. The program is designed so players have clear paths to success, and YGG tokens incentivize participation and loyalty.

Web3 gaming guilds are communities where players team up to share resources and earn rewards in blockchain games. They provide access to in-game assets and support, making it easier for members to succeed in play-to-earn environments.

Events like the YGG Play Summit, which Immutable, among others, sponsors, show new games and bring together developers, gamers, and blockchain enthusiasts. The summit offers a packed agenda, including a three-day expo highlighting the latest Web3 games, a one-day conference featuring insights from over 50 thought leaders, esports tournaments with impressive prize pools, and fun side events like cosplay competitions and community meet-ups.

Immutable and YGG’s Future

Developers now have Immutable’s tech, and YGG has the community support to introduce new games and retain players. Meanwhile, the $1 million questing rewards will keep players at the centre of this evolving ecosystem.

The partnership also empowers game ambassadors who advocate for new games within their communities. This will not only increase engagement but could set the foundation for long-term success in Web3 gaming.

Editor’s note: Written with the assistance of AI – Edited and fact-checked by Jason Newey.