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Blockchain gaming company Immutable is taking its player engagement tool, Immutable Play, beyond web3 and into the $300 billion web2 gaming market. The first major studio to come on board is Ubisoft, the publisher behind Assassin’s Creed, Far Cry, and other global franchises.
The expansion aims to blend blockchain-powered quests and rewards with traditional game launches—helping studios keep players excited before release and encouraging them to stick around after.
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Robbie Ferguson, president of Immutable, says the tool was born from a pressing industry challenge. “We created Immutable Play to solve this problem, and have seen tremendous results across games building on Immutable’s chain and wallet,” he explained, pointing to the fact that 70% of games fail to attract enough players at launch. He also noted that many web2 marketing tools still struggle with weak tracking and attribution, leading to wasted spend.
With Immutable Play, players can log in through Immutable Passport—a crypto wallet and ID system that doesn’t require them to already be familiar with blockchain tech. From there, they can take on quests like watching promotional videos, daily check-ins, or hitting specific milestones in-game.
These tasks earn Gems, and every 500 Gems can be traded for a Key. Keys unlock entry into weekly prize draws that can include IMX tokens, extra Gems, and high-value rewards. For bigger prizes, identity verification is required.
Immutable reports that its platform has already drawn over five million users. With mainstream interest in crypto gaming at its highest level since 2021, moving Immutable Play into the web2 space could help speed up adoption of onchain engagement systems across traditional gaming. Ubisoft’s involvement signals that big-name publishers see potential in mixing blockchain rewards with established game worlds—and players might be ready for it, too.