Yield Guild Games (YGG), a global Web3 game guild well-known for its philosophy of 'expanding opportunities through games', has now directly entered the Web3 game publishing market by creating its own game. They launched their first title 'LOL Land' and simultaneously announced the establishment of their publishing-dedicated department 'YGG Play'.
LOL Land, a web-based casual board game, promotes a light yet addictive gameplay and represents the *Casual Degen* genre, which cleverly reflects cryptocurrency culture. A distinctive feature of LOL Land is that characters from the Pudgy Penguins community appear as playable characters, and it generated significant anticipation with 116,000 pre-registrations just before its launch.
YGG introduced a reward system where users who play the game and earn points receive Non-Fungible Tokens, and also distribute some rewards from a separate $10 million YGG Token reward pool. This strategy precisely targets not only existing Web3 gamers but also 'degen' users familiar with meme coin trading, Non-Fungible Token minting, and DeFi participation.
Through this project, YGG takes its first step as a 'game publisher' that encapsulates the experience and insights of cryptocurrency-based communities. YGG co-founder Gabby Dizon explained, "Our experience of engaging with and investing in numerous Web3 games for over four years led to the development of LOL Land" and described it as "our first game designed to embed degen culture where players can enjoy and be rewarded".
LOL Land operates on an independent blockchain called Abstract Chain, developed by Igloo Inc, the operating company of Pudgy Penguins. Its strength lies in enabling easy access for users unfamiliar with Web3 through familiar social login and passkey features. LOL Land offers both free unlimited play mode and a paid reward mode, where players can purchase premium dice and receive YGG Tokens based on in-game performance.
Pudgy Penguins CEO Luca Netz stated, "LOL Land is a game by degens, for degens" and predicted it would be "a prime example of a Web3 game that can be quickly accessed and enjoyed without burden".
YGG currently operates over 75 on-chain guilds across 11 global regions and plans to leverage this network to provide multi-faceted support including marketing, community management, content creation, testing, and local events for games in their early publishing stages. Dizon emphasized that YGG is not just a publisher, but uniquely positioned to understand the games communities want and the support needed post-launch.
LOL Land is available on its official website for users aged 18 and above who meet each country's legal requirements. Pre-registration is currently possible through the official site. YGG plans to expand the Casual Degen genre and establish a new publishing model centered on Web3 gamers and communities, starting with this game.
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