YGG Launches ‘LOL Land’ as First Title Under New Web3 Game Publishing Arm

In Brief:

Yield Guild Games debuts YGG Play, a publishing arm focused on casual, crypto-native Web3 games.

Its first title, LOL Land, targets “casual degen” gamers with meme culture and NFT rewards.

‍

Yield Guild Games (YGG) is doubling down on crypto-native gaming with the launch of its new publishing division, YGG Play, and its first original title, LOL Land. The move marks a shift in YGG’s strategy—from investing in Web3 games to building and publishing them directly for its core audience of degen gamers.

According to YGG co-founder Gabby Dizon, the goal is not to chase mainstream adoption, but to cater specifically to users who already mint NFTs, trade meme coins, and embrace the chaos of speculative digital economies. “People play casual games while commuting, waiting in line, or taking a break,” Dizon told Decrypt. “They do it for fun as well as rewards.”

LOL Land is a browser-based board game featuring four maps: YGG City, Beach Day, Carnival, and Ice World Wonderland—the latter incorporating playable characters inspired by Pudgy Penguins IP and community members. The game launched exclusively on Abstract Chain and reportedly surpassed 100,000 pre-registrations.

Players earn YGG tokens, which can be used to claim in-game NFTs, adding a familiar crypto-native layer of incentives. This reward system draws from Dizon’s background in casual games and the lessons learned from YGG’s years in the Web3 space.

YGG’s pivot to publishing is driven by the belief that traditional Web2 gamer conversion is slow and expensive. Instead, Dizon sees a clear opportunity to serve the already-crypto-engaged. “If you look at people who are trading memecoins, minting NFTs, or trading on exchanges, these are people that you can consider to be possible players under the ‘Casual Degen’ label,” he explained.

While Dizon personally enjoys narrative-rich single-player RPGs, he remains bullish on the long-term potential of crypto-infused casual gaming. “It’s hard to make games,” he said, “but Web3 games can have a lasting impact if built with the right audience and incentives in mind.”

‍