Yield Guild Games Launches Publishing Arm With First Title ‘LOL Land’ on Pudgy Penguins’ Abstract Chain

Yield Guild Games (YGG), one of the earliest pioneers in Web3 gaming, has officially launched its own game publishing division, YGG Play, marking a significant shift from investor to developer. The guild’s debut title, LOL Land, went live this week on Pudgy Penguins’ Abstract Chain, targeting a niche audience it defines as “Casual Degens.”

The release signals a move away from chasing mass-market gamers, instead leaning into the crypto-native subculture of users who trade meme coins, mint NFTs, and live onchain.

“If you look at people who are trading meme coins, minting NFTs, or trading on exchanges, these are people that you can consider to be possible players under the ‘Casual Degen’ label,” said YGG co-founder Gabby Dizon.

LOL Land, a browser-based board game, is designed for lighthearted, chaotic fun while offering token-based incentives. According to YGG, the game has already attracted over 100,000 pre-registrations ahead of its launch.

From Guild to Game Publisher

YGG Play represents a strategic evolution for Yield Guild Games, which rose to prominence during the early “play-to-earn” era. Over the past four years, YGG has supported dozens of Web3 titles but struggled, like much of the sector, to crack mainstream success. The new approach puts the guild directly in the development seat, guided by lessons learned from years of community engagement.

“Through our years working in the space, we’ve developed strong opinions about what works,” said Dizon. “We’ve decided to lean fully into the kind of gameplay and culture that resonate with crypto natives.”

The move also draws from Dizon’s two-decade career in traditional game development.

“Before getting into crypto and founding YGG, I was a game developer for over 20 years,” he said. “I was making casual games for much of my career.”

What Is LOL Land?

LOL Land features four themed boards—YGG City, Beach Day, Carnival, and Ice World Wonderland—and incorporates familiar Pudgy Penguins characters from its vibrant community. Players can choose between two modes: a free mode with unlimited rolls and no rewards, or a premium mode that allows users to earn points redeemable for YGG tokens from a $10 million prize pool.

“It’s a simple format, but one that aligns with how people actually play games during their downtime,” Dizon said. “And now we’ve layered it with token incentives.”

YGG is banking on Abstract Chain, the newly launched layer-2 blockchain developed by Pudgy Penguins, to provide seamless game deployment and a user base already immersed in Web3 culture.

Betting on Web3’s Core Users

Unlike previous Web3 gaming efforts that attempted to attract traditional gamers, YGG Play is focused on crypto-first players.

“We’re not trying to onboard the next billion gamers,” Dizon said. “We’re trying to build something meaningful for the million or so who are already here.”

With more titles planned under the “Casual Degen” label, YGG Play aims to carve out a new category of crypto-native entertainment—light, rewarding, and deeply embedded in Web3 subculture.

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Editorial Note: This news article has been written with assistance from AI. Edited & fact-checked by the Editorial Team.

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