Immutable, a leading web3 gaming platform, has announced the expansion of its growth tool, Immutable Play, into the $300 billion web2 gaming market, starting with Ubisoft as its first major partner.
The move aims to bring blockchain-powered engagement and reward systems to traditional gaming, helping studios strengthen their player communities before launch.
Ubisoft Joins the Program
Ubisoft, known for blockbuster titles like Assassin’s Creed and Far Cry, will be the first web2 studio to use Immutable Play. The platform’s quest-and-rewards system will allow Ubisoft to offer onchain-powered incentives to players, designed to build excitement ahead of game releases and maintain engagement over time.
Immutable President Robbie Ferguson said the tool was developed after observing that 70% of games fail to attract enough players at launch. “We created Immutable Play to solve this problem, and have seen tremendous results across games building on Immutable’s chain and wallet,” he explained. Ferguson also highlighted shortcomings in current web2 marketing tools, noting issues like weak tracking and poor attribution, which lead to wasted spending.
How Immutable Play Works
Immutable Play integrates directly with the Immutable Passport, a gaming wallet and ID system that supports sign-ins via Apple, Google, and other platforms. This lowers the barrier for players unfamiliar with crypto. Once logged in, players can complete quests such as watching videos, checking in daily, or reaching gameplay milestones.
These activities reward Gems, the platform’s point system. Every 500 Gems can be exchanged for a Key, which allows entry into weekly prize draws. Prizes range from IMX tokens to bonus Gems and higher-tier rewards, with large prizes requiring identity verification.
Immutable says over five million users have already signed up to the platform. With global interest in crypto gaming now at its highest since 2021, the company’s entry into the web2 space could accelerate adoption of onchain engagement systems in mainstream gaming.