Yield Guild Games (YGG) has launched its own publishing division named YGG Play to develop and distribute games directly under its own brand.

The first release under this new initiative is LOL Land, a browser-based board game that went live this week on Abstract Chain, with over 100,000 users pre-registered ahead of launch. The game incorporates token rewards and features characters from the Pudgy Penguins community.

The shift in strategy follows years of volatility in the blockchain gaming sector, with many projects struggling to retain long-term users. YGG’s new approach is focused on targeting existing crypto users, rather than attempting to appeal to broader gaming audiences.

What is YGG Play?

YGG Play is the new publishing arm of Yield Guild Games but unlike YGG’s previous model, which centred on asset delegation and game investment, this division focuses on producing and distributing games internally.

The goal, according to YGG, is to design games that reflect the behaviours and interests of people already active in cryptocurrency, NFT trading, and blockchain-based platforms.

Co-founder Gabby Dizon said the move reflects lessons learned since YGG’s founding in 2020. The company believes its experience in both traditional and blockchain gaming has informed a more targeted strategy that focuses on simpler, shorter-form games.

What games are on the platform?

The first title to launch on YGG Play is LOL Land, a web-based board game with four themed maps: YGG City, Beach Day, Carnival, and Ice World Wonderland. In the game, players can choose between a free mode, which allows unlimited rolls, or a premium mode that includes token rewards. Points earned in premium mode are tied to a $10 million pool of YGG tokens, which can be used within the broader YGG ecosystem.

YGG has not yet announced additional titles under the YGG Play label, but it has indicated that future projects will continue to prioritise crypto-native users over conventional gaming audiences. The company is not positioning itself to compete with large-scale game studios, but rather to provide lightweight, blockchain-based games for a niche but active user base.

Dizon noted that whilst developing games on emerging technologies is challenging, YGG sees continued potential in the space. Future releases from YGG Play are expected to build on the lessons of LOL Land and further explore how blockchain mechanics can be integrated into simple, accessible game formats.