Ubisoft to EA — Major Studios Are Embracing NFT Gaming, But Will Gamers?

Altura Team
3 min readAug 10, 2023

NFT and blockchain gaming has become one of the hottest buzzwords in the video game industry recently. Major studios like Ubisoft, EA, Square Enix and more have announced plans to incorporate NFTs and crypto-related features into upcoming titles. But are mainstream gamers ready to embrace a blockchain future?

Ubisoft Leads the Charge

French gaming giant Ubisoft has been at the forefront of embracing web3 gaming. They recently launched their NFT platform Quartz, allowing players to acquire cosmetic NFT items called “Digits” in Ghost Recon Breakpoint.

Ubisoft views NFT integration as the next evolution of digital ownership and empowering players. According to Ubisoft’s blockchain technical director, “The vision is that content is resold and (players) are actually profiting from the content they’ve acquired.”

However, Quartz immediately faced backlash from gamers who cited concerns around sustainability, accessibility for non-crypto users, and whether NFT features provide actual value and utility to players.

Undeterred, Ubisoft just announced their first ever blockchain game Champions Tactics: Grimoria Chronicles, developed for the Oasys gaming blockchain. While details are scarce, Ubisoft describes it as a “PvP tactical RPG experimental game.”

EA Also Announces NFT Plans

Not deterred by mixed reactions, other major publishers are forging ahead into blockchain gaming. Electronic Arts CEO Andrew Wilson recently announced they are also exploring NFTs and cryptocurrencies as part of a wider web3 push.

“We’re very focused on the future of our industry…there will be more digital goods and digital services in our industry, and the transaction of those goods will happen in a variety of ways including new forms of cryptocurrency and non-fungible tokens,” Wilson stated.

Square Enix Also Joins In

Similarly, Japanese RPG giant Square Enix just established a blockchain gaming division and has plans to roll out NFT games soon. They aim to be a leading developer embracing play-to-earn models.

But Will Gamers Bite?

However, the biggest question remains whether mainstream gamers are actually interested in NFT integration.

The core gaming community has largely rejected Quartz, citing lack of real value add and slammed it as a cash grab. Detractors also argue NFTs could enable predatory monetization schemes that publishers already get accused of.

With major backlash over Diablo Immortal’s pay-to-win mechanics, gamers are wary of features that disrupt gameplay balance and accessibility.

Navigating the skepticism of users will require education and communicating concrete benefits of blockchain gaming. Simply plastering on an NFT layer without enhancing the player experience will likely get rejected.

Major studios are clearly eager to capitalize on crypto buzz and new revenue streams. But converting their existing user base to the web3 vision will be the real challenge. For NFT gaming to gain traction in the mainstream, publishers must focus on fun first, not just money-making.

So while the big players charge ahead into crypto, average gamers remain hesitant. We’ll soon see if studios can turn initial opposition into NFT adoption.

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