The YGG Play platform, the more I look at it, the more I feel it is not just trying to be a 'task board'. At the end of last month (October), it officially launched the 'Launchpad' feature, and shortly after announced a 'creator program' with a monthly pool of $10,000.
With the combination of these two actions, YGG's ambitions cannot be hidden. It does not merely want to be an 'aggregator' of gamers; it wants to be a 'publisher' of gaming projects.
Let's first look at Launchpad. This is already a highly competitive track in Web3, but YGG Play has its natural advantages. YGG's expertise is in 'guilds', and it has the largest Web3 gaming community in the world. When a new game wants to do an IDO on YGG Play, it can obtain not only 'funding', but more importantly, the first batch of 'targeted, organized players'. This is something that other pure Launchpad platforms cannot offer.
YGG means saying to the project party: 'Issue tokens here, I won't just help you sell them, but I'll also help you organize the first batch of core users.'
Now let's look at that 'Creator Program.' $10,000 a month, rewarding those who produce content for the YGG Play ecosystem (especially for new games). What is this doing? This is spending money to build its own 'promotion matrix.'
For a new game to become popular, besides the product itself, what is most needed is 'content.' Review videos, gameplay strategies, community discussions... YGG is basically spending its own money to support a group of KOLs and content creators specifically to promote the games on its platform.
Looking at these two things together: YGG Play helps games 'birth' (issue) through the Launchpad, then helps games 'hype' (promote) through the 'Creator Program,' and finally helps games 'retain' (operate) through 'tasks (Quests)' on the platform and the GAP system.
This is already a fairly complete game issuing business closed loop.
To be honest, this move is very clever. Because merely being a 'task platform' has a low technical threshold, competition is fierce, and it will inevitably fall into a homogenized price war. But 'issuing' is another matter; it deeply binds the interests of the project party, and YGG has transformed from a 'channel party' into a 'partner.'
In this way, the value capture logic of $YGG is clearer. If the games issued by the platform become popular, YGG's treasury, as the 'issuer,' will directly increase its income (for example, obtaining cheaper token shares or revenue sharing). I even found that games like LOL Land have already brought millions of dollars in revenue to YGG's treasury, which are then used to buy back $YGG.
This 'issue - profit - buyback' flywheel, once it starts turning, will be much stronger than simply collecting 'task advertisement fees.' YGG Play is no longer satisfied with just being a game supermarket; it wants to create its own money printing machine.
