Sydney, July 23, 2025 – Immutable, the leading crypto gaming platform, today announced the expansion of Immutable Play into the broader Web2 gaming market, with Ubisoft as the first major studio to go live on the platform. This marks a major milestone not just for Immutable, but for the future of gaming, bringing Immutable Play, the most powerful growth engine in Web3 gaming, to the broader gaming market.
At the heart of this expansion is Immutable Play, a rewards platform for game builders. Immutable Play is a battle-tested meta game for game studios, taking games through a successful pre-launch to launch. The platform built to solve three problems for games:
- Activate high intent Immutable gamers to solve your prelaunch cold start problem
- Use rewards to drive quality engagement across socials, in-game and assets
- Understand when you are ready to launch, with transparent insights on audience value
Immutable Play achieves this through enabling games to build, engage and then activate an audience. Immutable Play combines a premium Immutable Play hub, leaderboard and quests, cross-platform attribution and insight, and lifecycle player re-engagement to prepare games to hit their key milestones.
Immutable Play has proven itself in crypto gaming with over 5 million signups. Now Immutable Audience Builder, our B2B offering, will be available to all games.
“We have seen hundreds of games go through their entire lifecycle. We consistently found that 70% of games fail to launch successfully as they do not build an audience pre-launch. We created Immutable Play to solve this problem, and have seen tremendous results across games building on Immutable’s chain and wallet,” said Robbie Ferguson, Co-founder and President at Immutable.
“Current Web2 UA, loyalty and rewards systems are broken, with poor attribution and tracking. This is resulting in games spending hundreds of thousands on misdirected, unattributable spend. Immutable Play, leveraging innovation from Web3, is now bringing this growth playbook to all games.”
This expansion comes off the back of increasing regulatory certainty on cryptocurrency in the United States following “Crypto Week”. In particular, the proposed CLARITY Act gives gaming studios a clear legal pathway to launching a token.
“Our focus at Immutable is to meet games where they are. Every Web2 game that uses Immutable Play is one step closer to adopting our best-in market gaming wallet Passport, and launching tokens and in-game items on Immutable chain. The pathway to onboarding the next 10,000 Web2 games into Web3 is by solving their number 1 problem through Immutable Play.”
Ubisoft’s launch on Immutable Play represents a watershed moment – the first of many major publishers leveraging Web3 tooling to solve core business problems. And as more games come in through Immutable Play, they naturally graduate to deeper Web3 integration: Immutable Passport, on-chain assets and tokens.
About Immutable
Immutable is a global leader in Web3 gaming, on a mission to bring digital ownership to every player. Founded in 2018 by brothers James and Robbie Ferguson, along with Alex Connolly, Immutable is building the infrastructure, platform, and growth solutions that empower developers to successfully launch and scale games. Immutable offers a full-stack gaming platform that includes Immutable Chain (a scalable Ethereum Layer 2 network), Immutable Passport (a gaming wallet and identity solution with over 5 million sign-ups), and Immutable Play (a growth and engagement platform designed to help games acquire and retain players).
Immutable supports some of the most successful Web3 games and is actively developing a title in partnership with one of the world’s leading video game companies, Ubisoft. With more than 650 well-funded games — the largest share in the market — and major backing from investors such as Bitkraft and King River Capital, Immutable is pioneering the future of player-owned economies and composable game assets.
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