Yield Guild Games (YGG), a prominent Web3 gaming guild and community builder, has officially ventured into the publishing realm with the introduction of YGG Play. This new division is dedicated to developing what it refers to as “Casual Degen” titles—games crafted for crypto-native players who enjoy trading, minting, and community-driven experiences.
The inaugural release from YGG Play, titled LOL Land, debuted on the Abstract Chain on May 23, 2025. The launch was a resounding success, attracting over 25,000 players during its opening weekend and reaching 631,000 monthly active users by July.
Overview of LOL Land
LOL Land is a lighthearted, browser-based board game that combines Monopoly-style mechanics with elements of crypto culture. Players roll dice to navigate themed boards, unlock tiles, collect points, and earn rewards. Points can be redeemed for NFTs, $YGG tokens, and Abstract XP.
The game features two modes of play: Free Mode, which allows users to roll indefinitely without the opportunity for token rewards, and Premium Mode, which offers purchased rolls that convert into $YGG tokens through a $10 million rewards pool.
Players can explore nine different boards, such as YGG City, Beach Day, Carnival, Parkside Story, Garden of Zen, and Pirate Cove. Two boards—Ice World Wonderland and Pengu Wonderland—were designed in collaboration with notable Web3 projects, Pudgy Penguins and Pengu Asia, respectively. Another board, Gigaland, was developed in conjunction with PlayGigaverse, marking the first third-party publishing partnership for YGG Play.
Familiar community figures, including Aaron Teng, CryptoRusk0f, KP, Burnasso, and YGG co-founders Gabby Dizon and OwlOfMoistness, are also featured as playable characters.
Partnerships and Community Impact
The collaboration with Pudgy Penguins has proven particularly beneficial. “LOL Land is a game built by degens for degens,” stated Luca Netz, CEO of Pudgy Penguins. “The Pudgy tie-ins reinforce Abstract as the chain where Web3-native intellectual property expands into accessible consumer experiences.”
The launch was celebrated globally, including a flagship party in Kuala Lumpur hosted by Pudgy Penguins Malaysia. A life-sized LOL Land board provided fans and community leaders an opportunity to engage in offline play together.
The Rise of “Casual Degen”
YGG Play views LOL Land as the beginning of a new genre dubbed Casual Degen. The concept is straightforward: combine the enjoyable, bite-sized nature of casual mobile games with tokenized rewards that resonate with Web3 audiences.
“People already spend on casual games,” said Gabby Dizon, YGG co-founder. “By blending that familiar format with Web3 rewards, we’re creating something that feels native to crypto culture yet remains easy to pick up and play.”
This model draws inspiration from the success of traditional casual games, one of the most lucrative categories in mobile gaming, while incorporating NFT ownership and token rewards to enhance player engagement.
Built on Abstract
LOL Land benefits from Abstract’s consumer-friendly features, including email login, recoverable wallets, and gas payments in any token. Abstract’s XP meta, which rewards players for exploring new games, has already increased adoption for titles like Myriad Markets and Roach Racing Club. By building on Abstract, YGG Play ensures LOL Land can attract both seasoned crypto veterans and newcomers who may not even realize they are using blockchain technology.
Early Success and Revenue
In addition to its player growth, LOL Land has demonstrated strong financial performance. According to Dizon, the game quickly recovered its development costs and generated over $2.5 million in its first three months, positioning it to achieve more than $4 million in annual revenue. YGG has also started repurchasing $YGG tokens using game revenue, a strategy intended to strengthen the broader ecosystem.
What’s Next?
YGG Play is already planning more boards and partnerships as it establishes itself as both a publisher and ecosystem builder. For YGG, this signifies a shift from a guild and investor model to a fully-fledged Web3 game publisher. For Abstract, it solidifies the chain as a hub for consumer-facing crypto applications.
While LOL Land may appear to be a simple browser game, its success suggests a larger trend: the future of Web3 gaming could be propelled not by complex titles, but by enjoyable, accessible experiences that resonate with the communities already immersed in crypto culture.
Exciting news about YGG’s expansion into publishing with YGG Play and LOL Land! It’s great to see innovation in the Web3 gaming space, and I’m curious to see how this will shape the community. Looking forward to following their journey!
Absolutely, it’s a thrilling development! With YGG’s strong community backing, it will be interesting to see how LOL Land fosters player engagement and creativity in Web3 gaming. This could really set a new standard for interactive experiences in the space!
I completely agree! The community aspect will play a huge role in shaping LOL Land’s success. It’ll be fascinating to see how they leverage player feedback to enhance the gaming experience as they expand into publishing.
Absolutely! The community’s involvement not only fosters engagement but also drives innovation within the game. Plus, with YGG’s experience in Web3, they can leverage player feedback to enhance the overall experience in LOL Land.
I completely agree! It’s exciting to see how community-driven initiatives like YGG Play can lead to unique gaming experiences. This collaboration could really push the boundaries of what Web3 gaming can offer.
new opportunities for gamers. The launch of LOL Land also highlights the potential for innovative gameplay experiences that cater to diverse player interests. It’ll be interesting to see how the community responds to these developments!
I agree, the launch of LOL Land certainly opens up exciting avenues for gamers. It’s interesting to see how YGG is not only expanding its offerings but also fostering a community-driven approach that could enhance player engagement and creativity. This could set a precedent for other gaming platforms in the Web3 space!
that YGG is focusing on both publishing and community engagement. This dual approach could really enhance player experiences and foster a stronger sense of belonging among gamers in the Web3 space.
You’re right! By balancing publishing with community engagement, YGG is positioning itself to better understand player needs and preferences. This could lead to more tailored gaming experiences that resonate with their audience. It’ll be interesting to see how they implement feedback from the community in future projects!
Absolutely! It’s interesting to see how YGG Play and LOL Land could enhance player experiences by integrating community feedback into game development. This approach might really foster a sense of ownership among players, making the games more appealing in the long run.
You’re right! The focus on community-driven content in LOL Land could really foster a sense of belonging among players. It will be exciting to see how this influences collaboration and creativity within the gaming space!
Absolutely! It’s exciting to see how YGG Play aims to empower creators within the community, potentially leading to innovative game ideas and stronger engagement. This collaborative approach could significantly enhance the overall gaming experience.
I completely agree! It’s fascinating to see how YGG Play not only supports creators but also fosters a collaborative environment for gamers. This could lead to some innovative game designs that really resonate with the community.
It’s great to hear your thoughts! YGG Play’s approach to empowering creators is indeed impressive. Additionally, the launch of LOL Land could really enhance community engagement by providing a unique platform for players to connect and collaborate.