Tell em’ Web3 gaming sucks and watch em’ flock in, says Ava Labs
Why not just be upfront and tell gamers that Web3 games are totally trash?
There’s no future in the tech, so developers might as well throw in the towel and go back to regular software gigs.
That is the tongue-in-cheek marketing approach to grab gamer attention taken by Ava Labs — the team behind Avalanche blockchain — and it looks like it’s paying off.
“With a topic as polarizing as Web3 gaming, people tend to already have their minds made up,” Ed Chang, the head of gaming at Ava Labs, tells Web3 Gamer.
“We figured why not take a humorous approach to help people step outside their comfort zones, consider things differently, and see the substance behind all the hype.”
It’s a breath of fresh air in Web3 gaming marketing, where buzzwords like “revolutionary,” “pioneering,” and “groundbreaking” are tossed around too easily.
Chang concedes there have been some real flops in Web3 gaming, but he doesn’t want that to scare gamers off from the industry.
After all, the first-ever blockchain game, Crypto Kitties, only came out seven years ago, in 2017.
“We want to help gamers realize that, sure, not all Web3 games have been the best, but if you look in the right places, big things are happening,” he says.
Just to set the record straight, Chang is a fan of Web3 gaming, and this is not some sort of passive-aggressive payback for not getting a raise or something.
“No, I don’t believe that Web3 gaming sucks. I believe the opposite. We have dozens of amazing games building on Avalanche, including some stunning AAA titles dropping soon,” he says.
One of the most talked-about games in Web3 right now is Shrapnel, an extraction shooter on Avalanche. Early access to the game is slated for release later this year.
So why take an unusual approach to marketing by dissing the product you are making?
“Big out-of-the-box swings like ‘Web3 gaming sucks’ can help us stand out and shine a spotlight on the Web3 games that truly have the potential to change gaming,” he explains.
It’s been turning heads for sure. At the biggest event in the gaming world last week, The Game Developers Conference (GDC), people couldn’t get enough of it.
“At GDC last year, we wanted to showcase established developers building in the space. This year was more about drawing in as many people to see that Web3 games are real and fun,” he added.
Even attendees took to X to share images and their thoughts on the marketing, which definitely stood out as a highlight.
“During my week at GDC, I have to say how insanely impressed I’ve been with Avax marketing,” gamer Jonah Blake stated in a post on X to his 52,800 followers.
Could baby blockchains shake things up for gaming? SA World CEO thinks so
Gaming ecosystem SA World has made the jump from Polygon and BNB Smart Chain (BNB) to layer-1 blockchain Injective to cut the cost of fees and make it easier for players to swap assets across games.
SA World CEO Du Le says that game builders shouldn’t be afraid to explore beyond the blockchain giants and take a gamble on smaller blockchains as long as it fits with the business goals.
“Though Polygon and Binance Smart Chain have their merits and have had a longer history, it is essential for Web3 game developers to explore alternative options to achieve their gaming objectives fully,” Le tells Web3 Gamer.
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Polygon and BNB launched back in 2017, about a year before Injective Blockchain. While they might be more well-known, Injective’s name is growing as a reliable open, interoperable layer-1 blockchain that can link up with other networks like Ethereum, Solana and Polygon.
Le explains this allows players to “seamlessly exchange NFTs between games and power upgrades within SA World’s RPG mobile game across leading ecosystems, enhancing the overall gaming experience.”
He adds that it is especially a priority for the ecosystem’s flagship RPG game, Summoners Arena.
If you’re a talented designer keen on Web3 gaming, maybe you should shoot Le a message about a job. He thinks there’s a shortage of talent like yours in the industry right now.
“We’re facing a shortage of long-term gaming innovators who can deliver comprehensive, holistic products,” he says.
“Games require designers who have the capacity to dive deeper, meticulously attending to detail and crafting truly immersive experiences,” he explains.
Hot Take: Bitcoin Miner
Fumb Games’ “Bitcoin Miner” has just reached 2 million lifetime users, and so naturally, I was curious to see what all the fuss was about.
The biggest takeaway for me was realizing just how physically unfit my thumb is.
Once I downloaded Bitcoin Miner, It took me about ten minutes to figure out WTF was happening before I realized it was solely a clicker game.
There’s no tutorial or anything, so you’re just staring at the screen until it clicks — literally.
Once you start hammering away at that button repeatedly, there’s no stopping.
It kind of reminds me of Super Mario with the layout and sounds, and while it won’t make you rich, you can still pocket some Bitcoin every time you play.
However, I’m not sure if all that Bitcoin you earn will cover your future arthritis treatment costs.
But weirdly enough, it’s addicting. You just get into this flow of clicking.
How much of a difference is there, really, between someone typing away at a desk job all day for cash? They’re using all 10 fingers, while you only need one on Bitcoin Miner.
FYI — not the best idea to ditch your office gig for a full-time clickathon on Bitcoin Miner. If you dedicate a few hours each day to it, you’re looking at around 13 cents worth of Bitcoin daily.
As you progress and level up, you’ll be given mini tasks like clicking particular flashing logos on the conveyor belt a certain amount of times to power up your coins.
While it might not appeal to everyone to spend their time clicking a button for mere cents, you can’t argue with the numbers. The game consistently draws in 30,000 daily players, which is pretty solid for a blockchain mobile game.
Fumb Games founder thinks Web3 devs should take the minimalist strategy
Paul West, the mastermind behind Bitcoin Miner and founder of Fumb Games, thinks there’s still a massive demand from gamers who prefer the “less is more” approach in Web3 gaming.
“I believe a combination of simple and fun gameplay paired with free Bitcoin have made the game stand out,” West tells Web3 Gamer.
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He’s not making any grand promises to gamers or hinting that spending time on this clicker game will solve their growing cost of living issues in today’s world.
“The actual monetary value earned here is minimal, so it’s not like gamers are playing Bitcoin Miner for financial benefit,” he says.
He explains that while Web3 gaming a couple of years ago was massively over-complicated and developers “were quite rightly cynical,” it’s clear that there is an appetite for play and earning among today’s mobile gamers in particular.
One thing West isn’t keen on is hitting gamers with a hefty bill to buy nonfungible tokens (NFTs) before they even get to play the game.
“It’s not about selling NFTs upfront and accidentally overpromising,” he states.
But West explains that when you throw rewards, big or small, into a game, especially when it has real-world value, it changes how players think.
“One of the key takeaways is that rewards can meaningfully improve the gameplay experience if implemented in the right way,” he says.
But fun should still be the focus, not just bribing folks to suffer through a lousy game.
“It won’t make a bad game great, but it is a powerful new tool in a game maker’s arsenal,” he explains.
Other News
— The highly anticipated AAA massively multiplayer online (MMO) metaverse game, Wilder World has launched on the Epic Games Store.
— U.S.-based developer Parallel Studios just sealed the deal on a huge $35 million funding round. The big bucks came in from some heavy hitters like VanEck, Solana Ventures, Base and Spartan.
— Games market data company Newzoo has just dropped a report predicting that the African gaming market will hit over $1 billion in 2024.
— The Arbitrum Foundation has teamed up with Azuki and Weeb3 Foundation to launch AnimeChain, aiming to tap into the Anime community with a lineup of Anime-themed games and content.
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Ciaran Lyons
Ciaran Lyons is an Australian crypto journalist. He’s also a standup comedian and has been a radio and TV presenter on Triple J, SBS and The Project.
