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Immutable has opened its growth platform, Immutable Play, to the web2 gaming market. Ubisoft is the first AAA studio to go live, using onchain-powered rewards to boost pre-launch success. This shift comes as crypto gaming interest spikes to its highest level since 2021. Immutable, the leading web3 gaming platform, has just made a big move.
On August 12, the company confirmed that its Immutable Play platform is now open to web2 game developers, starting with Ubisoft as its first major partner. This marks a new chapter for the $300B+ gaming market as onchain tools start to help solve long-standing problems in traditional gaming. The launch could reshape the way studios prepare and release games. With it, Immutable brings its proven model from web3 and gives it to web2 teams looking to grow strong player communities.
It also comes as global interest in crypto gaming rises sharply, with search data on Google Trends showing the strongest levels since 2021. Ubisoft, best known for series like Assassin’s Creed and Far Cry, is the first web2 studio to join Immutable Play. The company’s involvement suggests that larger publishers are looking more closely at onchain-powered tools, not just for asset ownership, but also for game marketing and launch support.
According to Immutable, the platform was created to help games prepare for a successful release. The team says that many projects fail to build strong user bases before launch, which can lead to weak player numbers and high costs. “We have seen hundreds of games go through their entire lifecycle. We consistently found that 70% of games fail to launch successfully as they do not build an audience pre-launch,” said Robbie Ferguson, Co-founder and President at Immutable.
“We created Immutable Play to solve this problem, and have seen tremendous results across games building on Immutable’s chain and wallet.” Ferguson also pointed to problems in current web2 marketing tools. He described traditional systems as offering weak tracking and poor attribution, which he says leads to wasteful spending.
“Immutable Play, leveraging innovation from web3, is now bringing this growth playbook to all games,” he said. Immutable Play is a growth tool built on top of Immutable’s web3 platform. It acts as a quest and rewards system, where players can take part in small tasks, earn points, and unlock prizes. The platform is designed to help studios drive interest during pre-launch stages and re-engage players throughout a game’s lifecycle.
You can access this platform using the Immutable Passport, a gaming wallet and ID system. It supports logins through Apple, Google, and other major platforms, which makes it easier for users who may not be familiar with crypto. Once logged in, players complete quests tied to games or platform activities. These may include watching videos, checking in daily, or reaching milestones in gameplay. Each task gives users Gems, which act as platform points.
Every 500 Gems can be swapped for a Key. Keys are used to enter a weekly prize draw that includes IMX tokens, bonus Gems, and upgrades to higher reward tiers. Winners have 30 days to claim their prizes, and large rewards may require identity checks. Immutable Play currently supports games across the Immutable ecosystem, and according to the team, more than 5 million users have already signed up.
