Avalanche made waves at the Game Developers Conference in March with their gaming booth titled: "Web3 Gaming Sucks." In a move that raised eyebrows and sparked conversations, Ava Labs (the company behind the well-known and widely popular Avalanche blockchain) took center stage with provocative branding that clashed with the flashy AAA games they showcased.

“We didn't do it last year because, truthfully, we didn't feel strong enough,” Ava Labs Senior Marketing Manager Andrew “Coop” Cooper said in an interview. “We didn't feel like we had enough support and the great games, and so it had another year to develop. This year felt right because we've come a long way both in game development and our community.”

In this article, we will cover how Avalanche bravely shook up sentiments about web3 gaming among traditional gamers at the Game Developers Conference. Read on to discover how their bold branding challenged perceptions of web3 gaming, as well as the promising games they showcased.

Web3 Gaming Sucks

At the recent Game Developers Conference, Ava Labs, the team behind the prominent blockchain network Avalanche, took an unexpected approach by prominently displaying the phrase "Web3 Gaming Sucks" throughout their booth. This bold branding choice sparked conversations and drew attention from attendees, both crypto enthusiasts and skeptics alike.

Despite the tongue-in-cheek nature of the branding, the Avalanche Gaming booth attracted a steady stream of visitors who engaged with prominent Avalanche games, networked, and enjoyed the atmosphere. Feedback from web3 builders across various blockchain networks was overwhelmingly positive. The booth also saw several iconic web3 KOLs and influencers playtest some of the games, including Sam Steffanina, Dub, and many more. 

According to the much loved and respected Andrew "Coop" Cooper, Ava Labs' Senior Marketing Manager, the idea was conceived before last year's GDC but was held back due to a lack of confidence. This year, however, with significant progress in game development and community support, they felt it was the right time to make a statement.

“I think we really are getting closer to games that maybe other people will want to play just because it's a great game,” said Coop. “In terms of risk/reward, we felt really confident about [the campaign] this year because we had noodled on it for a year and felt good. Of course, there was a risk that it flopped,” he added.

AAA Titles Showcased

At the booth, Ava Labs showcased upcoming games like the first-person extraction shooter Shrapnel, the Overwatch-inspired hero shooter BloodLoop, and the survival game Providence. These titles boast AAA-level experiences, with Shrapnel massively impressing attendees with its early access build available on the Epic Games Store.

During the event, each game received dedicated attention, allowing players to experience them firsthand on gaming PCs at the booth. Developers from each team were present to interact with players, discuss their games, and promote them.

Challenging Perceptions

Perceptions of crypto gaming have been shaped largely by the games available in 2021, particularly with the explosion of the NFT market and the emergence of the play-to-earn phenomenon exemplified by Axie Infinity. Early games tended to be simplistic and repetitive, resembling DeFi applications disguised as video games.

However, quality games require significant development time. Titles announced and funded in 2021 and 2022 are now starting to materialize as more cohesive and engaging experiences. Including the aforementioned triple A Shrapnel on Avalanche, along with titles like the card-battler Parallel on Ethereum and the farming game Pixels on Ethereum's scaling solution Ronin, exemplify this shift towards more sophisticated and compelling gameplay experiences.

Breakdown of Event

The Avalanche Gaming booth captivated attendees with a diverse array of gaming showcases and networking opportunities. Hosted over several days, the event featured both mainstage presentations and a vibrant mini BEAM booth, drawing attention to promising titles and fostering connections within the gaming community.

Kicking off the event on Day 1, BloodLoop made a notable appearance on the main stage, showcasing its immersive gameplay and captivating narrative. With its blend of adrenaline-fueled action and strategic depth, BloodLoop left a lasting impression on attendees, garnering interest from both players and industry professionals alike.

Day 2 brought forth Shrapnel, another standout title that captured the imagination of the audience. Offering a unique gameplay experience, Shrapnel wowed attendees with its innovative mechanics and stunning visuals, signaling its potential to make waves in the gaming landscape.

On Day 3, the final day of the event, Providence took center stage, enchanting spectators with its rich storytelling and atmospheric world-building. As attendees immersed themselves in Providence's intricate universe, anticipation grew for its eventual release, promising an unforgettable gaming experience.

Meanwhile, the mini BEAM booth provided a platform for smaller-scale projects to shine, offering a glimpse into the creative endeavors of up-and-coming developers. Among the showcased titles were Raini, Forgotten Playlands, Crystals of Naramunz, and Megaweapon, each presenting unique gameplay mechanics and artistic visions.

Adding to the event's excitement was a lively party on the first night, where attendees had the opportunity to mingle and network with fellow web3 gaming enthusiasts. Again boldly named: "Web3 Gaming Sucks," the party served as a celebration of innovation and collaboration within the burgeoning realm of web3 gaming.

Final Thoughts

Despite the risk of backlash, Ava Labs embraced the skepticism surrounding web3 gaming and aimed to change perceptions by showcasing entertaining and high-quality games. Coop emphasized the importance of fun and excitement in marketing, especially in an industry often dominated by technical discussions.

“We knew the main audience at GDC was not open to web3. They think the games suck and it's all a Ponzi Scheme. The goal of the booth was to attack that issue head-on. Tell them we know what it has looked like and where they are coming from, but we have come a long way. So we had the big "Web3 Gaming Sucks" headline that led directly into playing some great games that utilize Avalanche to hopefully open their mind. We also knew this would catch the attention of web3 games. It's funny and aggressive, and they'll remember it. Most people seemed to enjoy it.”

As the gaming industry navigates through challenging times, with layoffs in traditional studios, Ava Labs' approach at the Game Developers Conference offers a glimpse into the potential for web3 gaming. By focusing on delivering enjoyable experiences, they aim to bridge the gap between technology and entertainment, setting a new standard for web3 gaming.