Yield Guild Games (YGG), a pioneer in the Web3 gaming space, has officially launched YGG Play, its new game publishing arm, alongside its debut title, ‘LOL Land’. This strategic move marks a significant shift for YGG, as it transitions from investing in Web3 games to creating them directly. The focus? A niche but growing audience of crypto-native users who thrive on “casual degen” culture—lighthearted chaos with a touch of speculative fun.
A New Approach: Casual Degen Games
After four years of observing Web3 games struggle to find their footing, YGG concluded that the industry needed a fresh perspective. Instead of chasing broad mainstream adoption, the guild decided to cater to the crypto community’s unique preferences.
“People play casual games on their phones while commuting, waiting in line, or taking a break,” said Gabby Dizon, co-founder of YGG, in an interview with Decrypt.
“They do it for fun as well as rewards like streaks, badges, or collectibles. And they happily spend a lot of real money on those games.”
This insight led to the creation of YGG Play, a publishing unit dedicated to developing games that embrace the “degen” culture—short for degenerate gamblers, traders, and NFT enthusiasts who live and breathe crypto.
Introducing ‘LOL Land’: A Game for Crypto-Native Players
The first title under the YGG Play banner is ‘LOL Land’, a browser-based board game designed explicitly for crypto-native players. Featuring four thematic boards—YGG City, Beach Day, Carnival, and Ice World Wonderland —the game incorporates popular IPs like Pudgy Penguins, with playable characters based on community members such as Aaron Teng and Rusk0f.
Players can enjoy two distinct gameplay modes:
- Free Play: Unlimited rolls without token rewards.
- Premium Mode: Requires purchasing rolls to earn points redeemable for YGG tokens from a $10 million prize pool.
According to YGG, LOL Land surpassed 100,000 pre-registrations before its exclusive launch on Abstract Chain, the blockchain developed by Pudgy Penguins.
“For LOL Land, players can earn YGG tokens and use them to claim NFTs,” Dizon explained.
A Strategic Shift for YGG
The launch of YGG Play represents a bold pivot for YGG. Rather than targeting traditional gamers, the guild is focusing on crypto enthusiasts who trade memecoins, mint NFTs, and engage in speculative activities.
“If you look at people who are trading memecoins, minting NFTs, or trading on exchanges, these are people that you can consider to be possible players under the ‘Casual Degen’ label,” Dizon said.
This approach addresses an underserved market segment—one that is larger than the hardcore Web3 gaming community. By catering to this audience, YGG hopes to create games that resonate deeply with crypto-natives while leveraging its expertise in the “play-to-earn” movement.
Lessons from Decades of Gaming Experience
Dizon’s vision for YGG Play draws heavily from his 20+ years of experience in game development, much of which was spent creating casual games.
“Before getting into crypto and founding YGG, I was a game developer for a little bit over 20 years,” Dizon shared. “I was making casual games for much of my career.”
This background has equipped YGG with a deep understanding of what works—and what doesn’t—in the gaming world. Combined with its learnings from the Web3 space, YGG has developed “some very strong opinions on how to best serve the crypto market,” as Dizon explained in a statement shared with Decrypt.
The Future of Web3 Games
When asked about the longevity of Web3 games, Dizon emphasized perseverance.
“I do think that Web3 games can have a lasting impact on people,” he said. “It’s hard to make games in general. It’s even harder to make games that have new technology and figure out what the right format is for that technology, for people to use it.”
While Dizon personally enjoys single-player RPGs like Clair Obscur: Expedition 33, he believes that LOL Land and similar titles can carve out a sustainable niche in the Web3 gaming ecosystem.
Final Thoughts
With the launch of YGG Play and LOL Land, Yield Guild Games is charting a new course in the Web3 gaming landscape. By focusing on crypto-native users and embracing the “casual degen” culture, YGG is addressing an underserved yet lucrative market segment.
As the Web3 gaming industry continues to evolve, initiatives like LOL Land highlight the potential for blockchain technology to create engaging, rewarding experiences for players. For now, all eyes are on YGG as it pioneers this innovative approach to gaming.
