B3, an open gaming ecosystem constructed by Coinbase veterans, has partnered with Chris DeWolfe’s startup Attain Labs to deploy a consumer acquisition (UA) platform.
B3’s Layer 3 blockchain platform harnesses social community results and monetary incentives to drive customers to find experiences.
Attain Labs may also publish first-party and third-party sport titles by itself customized GameChain. Based by leaders from acclaimed sport publishers Jam Metropolis, Ubisoft, and Gameloft, Attain Labs is the most recent flagship associate to launch inside B3’s Open Gaming framework, giving builders entry to development instruments beforehand unavailable within the onchain gaming house.
Attain Labs is helmed by a staff with deep expertise throughout video games, client tech, and digital leisure. Chris DeWolfe, former CEO of MySpace and cofounder of Jam Metropolis, and Jeremy Horn, former vice chairman of technique at Jam Metropolis, lead the Attain Labs staff.
“We’re really excited about this partnership with B3,” mentioned DeWolfe, in an interview with GamesBeat. “Our fundamental thesis right now is that game discovery and user acquisition is is broken. We’re building a platform with Reach to solve that problem in two different ways.”
Chris DeWolfe is head of Attain Labs.
One in all them is thru Attain Labs, which merged with Jeremy Horn’s firm Overworld. The thought is to supply rewards to individuals who unfold the phrase a few sport on social networks.
“We’re creating this social networking master referral program. And said in a more simple way, it’s allowing players to bring other players into their game and become an army of marketers or gaming companies,” DeWolfe mentioned. “This can help the promise of Web3 games, where players would have a huge input on the direction of the game creatively, but you also have a big direction on user acquisition, marketing, community, all those kinds of things. So we’re creating that.”
That’s a mixture of social networks with instruments the place Attain Labs onboards social networks that folks can construct with movies round their very own video games, gameplay, and so forth. Once they push these movies out to their socials, they get rewards.
“So instead of a gaming company, Google or Facebook, getting $20 for a new player, the player will be getting that money for introducing their network of friends into the game so they pay revenue streams for themselves,” DeWolfe mentioned. “Those transactions will be on the B3 ledger. We think that this is really the next level of user acquisition, and it’s going to fundamentally change user acquisition for all games on both Web2 and Web3.”
B3 and Attain Labs are tackling sport discovery and consumer acquisition.
DeWolfe mentioned his firm has about 100 video games signed up on Web2 proper now. And it’s a pure evolution from Web2 video games to Web3 video games, as a result of gamers are going to be paid out, in the event that they so select, in Attain’s token. They will additionally receives a commission out in USDC.
Attain Labs is designed to offer builders with end-to-end consumer acquisition help, together with performance-based advertising and attribution instruments; full-stack social community and advertising layer; onchain referral and reward mechanics; and developer dashboards with deep engagement analytics.
“This is what open gaming looks like in action,” mentioned Daryl Xu, core contributor to B3 and CEO of NPC Labs, in a press release. “We’re building a developer-first ecosystem at B3 and the Reach Labs team brings deep expertise and distribution infrastructure that’s purpose-built for the challenges of onchain and offchain growth. We believe our partnership will be a game changer in how developers approach game-building.”
Attain Labs’ devoted GameChain on B3 shall be used to host the UA platform in addition to video games. By launching each a platform and a GameChain, Attain turns into a key infrastructure associate within the Open Gaming motion, connecting builders, tooling, and GameChains right into a composable, interoperable community. By launching on B3, Attain Labs positive factors entry to scalable, gaming-focused infrastructure whereas offering network-wide development advantages to the ecosystem.
“Distribution is the biggest challenge for software, who increasingly battle high acquisition costs and market saturation,” mentioned Chris DeWolfe, cofounder of Attain Labs, in a press release. “With B3, we saw an opportunity to build the next-gen user acquisition layer — one that gives brands and developers full control, full transparency, and real economic alignment with their users.”
DeWolfe added, “Building onchain allows us to offer true transparency to users and developers and prevent the significant amount of fraud that the user acquisition space has faced – such as fake installs that skew performance and waste spend. With Reach’s custom GameChain, software on B3 will have access to a comprehensive solution that pairs them with likely participants. Studios are equipped with the insights and technology needed to identify, engage, and retain players in today’s dynamic environment.”
As a flagship utility on B3, the deployment of REACH marks a serious milestone for B3’s Open Gaming framework. Since launch, the ecosystem has demonstrated unprecedented traction, having onboarded over six million wallets and processed over 200 million transactions.
B3’s Open Gaming has already attracted main studios who’re constructing B3 GameChains, together with Infinigods and the Echelon Prime Ecosystem. The Open Gaming mannequin creates a unified expertise the place video games can thrive collectively. When gamers uncover and transfer between video games within the ecosystem, each the unique and new GameChains obtain ongoing advantages by a income share.
Be taught extra about B3’s Open Gaming Manifesto right here. B3 has round 15 staff, whereas Attain Labs has about 20.
DeWolfe mentioned the corporate goes to launch its app within the coming months, the place the app can have a social community that recommends favourite video games. Greater than 100 sport corporations are signed as much as be a part of Attain Labs community on the publishing facet. That shall be completed within the coming months and DeWolfe mentioned his firm remains to be searching for new video games which can be out there to signal.
I famous that a few of these options sound much like what Discord has been doing late. DeWolfe thinks Discord is superior, nevertheless it has a hardcore participant focus, whereas DeWolfe is searching for a extra common viewers that likes a greater variety of video games, together with cell video games.
“We wanted to be very video driven. We want people, and we’re going to provide tools for people to be able to create and clip videos that are super interesting,” mentioned DeWolfe.
Getting previous complexity
Xu added that his chain can do transactions with minimal latency and minimal value. However he thinks many Web3 platforms have been constructed with a crypto-native method, with complexities like seed phrases to recuperate a forgotten password. That consumer expertise is just too complicated and never very fascinating, Xu mentioned. Xu thinks that Web3 apps have to be so easy anybody can work out methods to use them.
As for Web3 gaming, DeWolfe mentioned that it’s finally going to penetrate a number of Web3 video games in the long term. Some devs and gamers will use Web3 with out figuring out it, he mentioned.
Xu mentioned, “I think the industry is at a inflection point, especially in Web3. Very quickly here, we’ll see a divergence. We’ll see established game developers like Chris’ team; they’re going to bring on actually fun games, they’re going to scale profitably, and they’re going to take full advantage of the technology,” Xu mentioned. “We could call them crypto indie teams. They built some fun experiments, but they’re going to fail to build a real gaming business.”
Over the long run, Xu believes extra Web3 wallets will debut with simpler options.
And DeWolfe mentioned the second huge factor that the companions will handle is discoverability. With so many video games popping out on all platforms, it’s simple for a developer’s sport to get misplaced within the shuffle.
“We’re creating a game publishing fund because there is less and less money going into earlier stage gaming companies,” DeWolfe mentioned. “We are finding all of those folks and looking for those with promising games, and we’re going to be publishing those games. And what that means is we’re going to be giving them a cash infusion to use the Reach platform to get them players into the game. They can jumpstart the game and get the flywheel growing for them.”
He mentioned that Attain will give them fundamental instruments like analytics, platform and localization — all of the issues that publishers do to function a sport. Attain Labs is within the midst of elevating cash for the Attain platform. All the pieces will use the B3 chain, Xu mentioned in an interview with GamesBeat.
“In some cases, the cost of acquiring users this way is about a fifth of the cost per transaction versus some other solutions that we looked at,” DeWolfe mentioned. “They have six million wallets, which is huge.”
“We believe similarly, that distribution is absolutely the biggest problem, not only in crypto but in gaming overall. I think the Reach platform is perfectly built to solve the distribution problem,” Xu mentioned. “The B3 community is actually very eager to not only play games, but to post achievements of those games and talk to their friends about what crypto games they’re playing.”
“If I think about the crypto industry more broadly, there aren’t that many applications that have found product-market fit today,” Xu mentioned.
Many platforms have thousands and thousands of customers, however the issue is they’re low-quality customers who could or could not make purchases in video games.
“With the platform that Chris and team have built, it’s it’s actually going to solve all those issues,” Xu mentioned. “I think the scale is just going to be tremendous, right. Chris has obviously built one of the largest social networks of all time. And so I think this is one of those few bets, shots on goal that will help us get beyond just six million users.”
