Quick Take
- Immutable logged 46 Web2 publisher meetings at Gamescom, over 100 in 60 days total
- Audience Builder tool gained traction with studios seeking pre-launch activation solutions
- Ubisoft joins Immutable Play as first major Web2 partner, marking new adoption phase
Immutable used Gamescom 2025 to accelerate its push into traditional gaming, holding 46 meetings with Web2 publishers during the conference and more than 100 in the last two months. The company said the conversations underscored its positioning as the only growth product in market built to address prelaunch engagement challenges.
According to Immutable, more than 75 percent of studios it engaged with recognized the problem of weak wishlist activation and the value of tools designed to boost ROI. Feedback at Gamescom reflected a shift in tone, with developers and industry veterans expressing renewed interest in blockchain solutions framed around publisher and player benefits rather than technical jargon.
Immutable shared that one publisher on a competing chain began their meeting convinced it would be a “waste of time,” only to admit afterward they were “actually mildly interested.” Another veteran of the industry said Gamescom marked the first time blockchain use cases had been presented in language that focused on benefits for publishers and players, calling it the moment their confidence in the technology was reignited.
Immutable said the key learning from Gamescom was the convergence of Web2 and Web3 offers. Many Web3 games are “moonlighting” as Web2 titles, and the proposition of enhancing ROI and activation support for Web2 publishers resonated most strongly.
From Web3 to Web2 Growth
Immutable has more than 600 games signed to its platform, expanding from the 380 titles it had highlighted at Gamescom a year earlier. The company’s growth tools, Immutable Play and Audience Builder, were positioned as bridges for both Web3-native and Web2 studios.
Immutable Play is pitched as a prelaunch engine that helps developers build, engage, and activate audiences through quests, rewards, leaderboards, and attribution data. The tool has already seen over 5 million signups within the Web3 gaming ecosystem. Immutable said that 70 percent of games typically fail to launch successfully due to lack of audience preparation, and its platform is designed to address that gap.
At Gamescom, this focus on audience and ROI resonated with traditional publishers exploring ways to reach players more effectively. The company said its blend of Web2 user acquisition with Web3 engagement tools was well received across conversations, signaling a broader convergence between the two markets.
Ubisoft Partnership Marks First Step
In July, Immutable announced that Ubisoft would become the first major publisher to adopt Immutable Play, bringing the platform into the wider $300 billion Web2 gaming market. The deal follows new regulatory clarity in the United States, including the proposed CLARITY Act, which gives studios a defined pathway to launch tokens.
Immutable’s co-founder Robbie Ferguson described Web2 rewards and user acquisition systems as broken, with large portions of spend wasted on poor attribution. By using blockchain infrastructure to track engagement, Immutable aims to give publishers more transparent audience insights while creating a natural ramp into Web3 tools such as Immutable Passport and on-chain assets.
The Ubisoft partnership represents the first major step in that strategy, offering a proof point that Immutable’s products can address mainstream gaming problems while creating a pipeline toward Web3 integration.
