SYDNEY, Aug. 12, 2025 /PRNewswire/ -- Immutable, the leading Web3 gaming platform, today announced the expansion of Immutable Play into the broader Web2 gaming market, with Might & Magic Fates, a new title from Ubisoft, as the first major game to adopt the platform. This marks a key milestone for Immutable and signals a new phase of growth, bringing its powerful engagement tools to a wider audience of game developers.
At the heart of this expansion is Immutable Play, a rewards platform for game builders. Immutable Play is a battle-tested meta game for game studios, taking games through a successful pre-launch to launch. The platform built to solve three problems for games:
- Activate high-intent players from Immutable's ecosystem to overcome early-stage cold start issues
- Drive quality engagement across social platforms, in-game activity, and digital assets through tailored rewards
- Provide actionable insights to help studios understand when they're ready to launch, based on transparent audience data
Immutable Play offers a complete suite of tools, including a branded hub, leaderboards, quests, cross-platform attribution, and lifecycle engagement systems, to help studios build, engage, and activate their communities effectively.
With over 5 million sign-ups across existing Web3 titles, Immutable Play has already demonstrated strong results. Its B2B version, Immutable Audience Builder, is now being made available to all games - regardless of whether they use Web3 technology.
"We have seen hundreds of games go through their entire lifecycle. We consistently found that 70% of games fail to launch successfully as they struggle to build an audience pre-launch and spend a lot of misdirected money towards UA and marketing," said Robbie Ferguson, Co-founder and President at Immutable. "We created Immutable Play to solve this problem and have seen tremendous results across games building on Immutable's chain and wallet. Now we're excited to be bringing this playbook to all games."
Immutable's expansion reflects its commitment to providing practical, optional tools that support teams at every stage, while offering flexibility for those who want to explore additional features in the future.
"Our mission is to meet developers where they are. By using Immutable Play, studios can tap into a proven player base and best-in-market engagement framework and explore our additional features like Immutable Passport or on-chain assets," added Ferguson.
The adoption of Immutable Play by Might & Magic Fates, developed by Ubisoft, represents a notable moment in the evolution of game growth strategies, showcasing how large-scale titles can leverage new technologies to address specific launch and engagement challenges. Other studios using Immutable Play will also have the option to integrate deeper features depending on their goals and their players' preferences.
For games and studios interested in Immutable Play, express interest at https://f7ag7v8goyy.typeform.com/to/IrERJpTT
Media contact:
Aileen Hou
Aileen.hou@immutable.com
About Immutable
Immutable is a global leader in Web3 gaming, committed to bringing digital ownership to every player. Founded in 2018 by James and Robbie Ferguson and Alex Connolly, Immutable offers the infrastructure, tools, and services that help developers launch and scale games successfully.
Immutable's full-stack platform includes:
- Immutable Chain - a scalable Ethereum Layer 2 network designed for games
- Immutable Passport - a secure identity and wallet solution with over 5 million sign-ups
- Immutable Play - a complete growth and engagement platform supporting developers at every stage.
With the largest portfolio of over 625 well-funded Web3 games and strategic partnerships with top-tier studios, Immutable is driving the next evolution of game publishing - combining performance, ownership, and optional innovation.
Join the Immutable community on Discord, Reddit, Twitter, Instagram, Telegram and YouTube
About Might & Magic Fates
Might & Magic Fates is a new free-to-play strategy card game developed by Ubisoft and set in the legendary Might & Magic universe beloved by millions of fans. Players build decks, summon iconic creatures, cast powerful spells, and engage in fast-paced tactical duels. Designed for PC and mobile, the game combines accessible gameplay with strategic depth and features a rich multiverse where heroes from all timelines clash for dominance.
Learn more at MightAndMagicFates.com
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SOURCE Immutable