Immutable, a leading player in the blockchain-gaming sector, announced a significant expansion of its growth product, Immutable Play, to include traditional “Web2” game studios. The company disclosed that Ubisoft will be the first major partner to leverage this opportunity.
In a recent update, Immutable stated that Immutable Play is now accessible to all games, with Ubisoft being the pioneer Web2 studio to join forces. This move marks a pivotal step towards integrating mainstream gaming with crypto incentives. Immutable highlighted the substantial growth of its platform over the past year, boasting 5.6 million wallets and approximately 660 games onboarded, representing a significant portion of the current Web3 gaming market.
Immutable and Ubisoft have previously collaborated on projects related to the Might & Magic franchise. The official expansion of Immutable Play to Web2 studios signifies a strategic initiative to provide crypto-native engagement tools like token rewards, Passport wallet integration, and NFT-based items to mainstream titles. The first Ubisoft game to adopt Immutable Play will be Might & Magic Fates.
The decision to open up Immutable Play to Web2 studios aligns with various industry and regulatory shifts that have made these studios more amenable to blockchain-based incentives. Recent legal pressures on dominant app stores have led to the relaxation of restrictions on alternate payment methods and external marketplaces. Additionally, legislative developments have clarified the status of certain in-game items in digital asset definitions, while advancements in stablecoin and onboarding infrastructure have streamlined crypto payments for non-crypto users.
Immutable underscored the potential of Web3 incentives as a viable user-acquisition strategy for studios, especially considering the evolving regulatory landscape. Legal rulings, like the recent Federal Court decision in Australia favoring Epic Games against Apple and Google, have set precedents that could facilitate the adoption of external payment options and crypto payment rails by developers. Legislation such as the CLARITY Act in Washington further supports the differentiation of “video game assets” in digital commodities definitions, potentially reducing regulatory barriers for in-game tokens and collectibles.
The company sees immense market opportunities in bringing mainstream audiences into crypto-enabled experiences, leveraging the massive reach of top Web2 studios with over a billion monthly active users combined. Immutable is actively engaging with multi-billion-dollar studios for token launches and inviting any Web2 studio meeting its quality standards to integrate with Immutable Play.
Immutable Play serves as a stepping stone for studios to experiment with crypto rewards and wallet-based features before delving into more complex tokenomics or NFT strategies. If successful, this initiative could catalyze a new era of mainstream game publishers exploring blockchain-enabled economies and revolutionize player acquisition and retention strategies.
As the blockchain-gaming landscape continues to evolve, Immutable’s expansion of Immutable Play to Web2 studios marks a significant milestone in bridging traditional gaming with crypto incentives, paving the way for a more immersive and rewarding gaming experience.