Taking Web3 Games MAINSTREAM (ft. Adjust, Immutable, Eyeball Games) – Games Growth with Upptic

The gaming industry is undergoing a transformative shift as Web3 technologies begin to integrate with traditional gaming experiences. In this episode of Games Growth with Upptic, we are republishing a recent webinar Upptic did in partnership with Adjust – which brought together leading voices in the field, including Adjust Partnerships Manager Ben Bowen, Eyeball Games’ Marketing Head Francois Daoud, Immutable Marketing Lead Stefano Cantù, and Upptic’s own CGO, Warren Woodward. Together with these experts, explore how Web3 gaming is evolving, its challenges, and its potential.

Many thanks to Adjust for allowing us to republish this webinar!

The Evolution of Web3 Gaming: Bridging Traditional and Blockchain Worlds

Web3 gaming, once a niche dominated by crypto enthusiasts, is now venturing into mainstream gaming territory. This new phase, termed “Web 2.5,” merges the accessibility of Web2 games with the ownership and decentralized features of Web3. The panelists emphasized how this convergence is attracting both traditional gaming audiences and blockchain users.

What Is Web 2.5 Gaming?

Web 2.5 represents a hybrid approach where blockchain features are incorporated into traditional gaming without overwhelming the user with technicalities. It allows developers to build engaging games where blockchain functionalities, such as asset ownership, are seamlessly integrated and often invisible to the average user.

Key Drivers of Web 3 Integration in Games

1. Enhanced User Engagement and Monetization
   Francois Daoud highlighted how Web3 adds new tools for improving emotional connections between players and games. Ownership and trading opportunities create deeper engagement, extending user lifetime value and boosting monetization.
2. Improved User Experience
   Stefano Cantù explained how advancements like Immutable’s stack eliminate many of the UX hurdles from earlier Web3 gaming iterations. Games like Guild of Guardians offer seamless onboarding, mimicking the simplicity of traditional games.
3. Cross-Channel Marketing and Analytics
   Ben Bowen discussed how platforms like Adjust empower Web3 game developers to track and optimize user acquisition across channels. This data-driven approach ensures campaigns target high-value users effectively.

Tactics for Scaling Web 3 Games

Traditional Channels Are Still Key

While Web3 games often market themselves differently, leveraging traditional user acquisition (UA) strategies remains essential. Stefano noted that platforms like Meta, Google, and TikTok remain powerful tools when used with messaging that focuses on gameplay, not blockchain features.

Native Web3 Marketing

Reaching blockchain-native users requires different tactics, including partnerships with decentralized autonomous organizations (DAOs), content creators, and Web3-focused communities. However, Francois and Warren cautioned against over-relying on these channels due to their limited scalability.

Overcoming Challenges in Web 3 Gaming

Building Trust and Reducing Friction

Both Francois and Stefano emphasized the importance of creating games that stand on their own as fun and engaging. Blockchain features should be secondary, introduced in ways that feel natural and unobtrusive to the player.

Addressing Fraud and Bad Behavior

The panelists agreed that fraud prevention is critical in Web3 gaming. Ben outlined how tools like Adjust detect and block fraudulent activity in real-time, ensuring marketing budgets target genuine users.

Measuring Success

Robust measurement frameworks are vital for scaling Web3 games. Tracking user behavior across both blockchain and traditional environments provides insights into what drives engagement and monetization.

Sage Advice for New Entrants

The panelists offered these key takeaways for developers exploring the Web3 gaming space:

• Focus on the Game First: A great game is non-negotiable. Web3 features should enhance, not define, the experience.
• Leverage Existing Technologies: Use established tools for tracking, fraud prevention, and analytics to simplify development and marketing efforts.
• Embrace Seamlessness: Blockchain components should operate in the background, offering players tangible benefits without additional complexity.

The Future of Web3 Gaming

As Stefano provocatively suggested, the future may see traditional games quietly transitioning to blockchain backends without players even realizing it. Web3 elements like asset ownership and decentralized data management will become just another part of a developer’s toolkit.

The gaming industry is at a pivotal moment. By merging the best of Web2 and Web3, developers have the opportunity to create experiences that not only entertain but also empower players in entirely new ways.