Perspectives in Play: Insights from Web3 Gaming Leaders at YGG Play Summit 2024

With the 2025 YGG Play Summit on the horizon, it’s worth reflecting on a pivotal milestone from last year’s edition: the very first series of “Leaders Roundtables.” Designed to prompt unfiltered conversation, these structured, no-holds-barred sessions exposed real tensions, challenged assumptions, and surfaced the hard-earned lessons shaping the next wave of Web3 gaming — from design pitfalls to player retention breakthroughs.

The resulting Perspectives in Play report distills those discussions and gets to the heart of two vital topics: the value of key opinion leaders (KOLs) and trends in user acquisition (UA). It captures the most candid takes that defined the conversation in 2024, unlocking insights to drive better decision-making for leaders.

Read the full report here.

Overview of Leaders Roundtables

Held during the 2024 YGG Play Summit, the Leaders Roundtables brought together a wide cross-section of the industry — including startup founders, game developers, content creators, esports professionals, investors, economists, journalists, lawyers, community leaders, and more — spanning various levels of seniority.

Participants came from across Asia, North America, Europe, and beyond, representing companies from early-stage blockchain startups to major gaming publishers, venture capital firms, and guilds that have played a critical role in onboarding players into Web3.

This mix of perspectives sparked honest dialogue and provided a rare opportunity to step outside industry silos and gain a broader perspective on Web3 gaming. To avoid familiar echo chambers, seating was intentionally arranged to separate colleagues and close contacts, sparking fresh perspectives by pairing attendees with those they hadn’t previously met or hadn’t spoken with in depth.

Key Takeaways

The following insights were distilled from in-depth discussions at the Leaders Roundtables, where industry experts examined the role of Key Opinion Leaders (KOLs) and user acquisition (UA) in Web3 gaming.

The Value of Key Opinion Leaders (KOLs)

• Vet your KOLs rigorously. Don’t just partner with influencers based on their reach or size of audience — analyze the quality of their engagement, past partnerships, and overall reputation.
• Require transparency and set clear disclosure expectations. Onchain data may show what a KOL holds but not how or why. KOLs should be upfront about their financial interests and clarify where they are personal investments or paid collaborations.
• Invest in organic evangelists. Even if they don’t see themselves as KOLs, some of the most powerful advocates emerge from within the community. Supporting them can turn enthusiasm into impact.
• Balance hype with long-term alignment. Short-term KOL campaigns can drive big spikes in engagement, but sustainable partnerships need to align with true community-building efforts.
• Recognize that KOLs are business owners too. While Web3 values ownership and token-based incentives, KOLs need reliable cash flow too. Compensation should balance long-term alignment with payments that allow them to satisfy their immediate expenses.
• Rethink influencer partnerships beyond speculation cycles. Move away from hype-driven campaigns and focus on long-term collaborations that reward influencers for genuine engagement and lasting contributions.

Trends in User Acquisition (UA)

• Prioritize fun first, Web3 features second. Web3 features should enhance the experience — not define it. Games succeed when the gameplay is compelling enough to attract players on its own, rather than relying on blockchain as the selling point.
• Web3 games are competing in an oversaturated digital landscape. Fighting for relevance against everything from Steam and PlayStation to DeFi and memecoins means that success depends on proving player value beyond speculation.
• Make true ownership a benefit, not a requirement. Web3 features should be optional, integrated so players uncover their benefits over time. They should enhance gameplay, progression, and social dynamics without being mandatory or intrusive.
• Leverage tokens wisely. Tokens can drive UA but overuse of financial incentives without retention mechanisms leads to extractive users rather than loyal players.
• Offer seamless onboarding — ditch Web3 jargon. Reduce sign-up friction by integrating wallet-less onboarding, email-based logins, and Web2 payment options.
• Guilds can be a strong UA channel. Guild leaders are like KOLs, with the influence to bring entire communities into a game with deeply personalized onboarding support and mentorship — making them a cost-effective marketing partner.

Unfiltered Dialogue, Strategic Insights

The Perspectives in Play report surfaces hard-hitting insights from founders, creators, investors, and leaders deep in the work of building the Web3 gaming industry. These perspectives were drawn from working sessions that challenged dominant narratives, exposed points of friction, and highlighted areas of alignment.

Read the full Perspectives in Play report.

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