Koin Games is taking a new approach to digital card gaming with Project O, a title that blends accessible gameplay, collectible depth, and subtle web3 integration. Led by Kevin Lambert, a veteran game designer with 30 years in the games industry, the studio aims to create a trading card game (TCG) that feels familiar to players while introducing new ideas about digital ownership.
Exclusive Interview with Project O
From Concept to Creation
The idea for Project O traces back to 2017, when Lambert began exploring how ownership could have real value in gaming beyond profit or speculation. After years of refining the concept and building a team of industry veterans, Koin Games officially launched in 2022.
The studio’s first project wasn’t Project O as it exists today. It began as a mass-market auto-battler designed to compete with top-tier mobile titles. But after a year of development, the team realized it wasn’t delivering on one of their key goals: being fun to watch. That realization led Lambert to rethink the concept entirely. A new idea struck him unexpectedly, leading to the creation of Project O.
Early internal prototypes quickly proved promising. In December 2023, the team hosted an internal tournament using placeholder art, and the response was overwhelmingly positive. What started as a pivot became the foundation for Koin Games’ flagship title.
“We built a paper prototype and ran a handful of the team through demos of it. We'd use dice and counters, and everyone said, ‘Hey, this is pretty cool’ - so we built a demo in our game engine, and in December of 2023, we had an internal tournament with MidJourney art on all the cards and placeholder developer art, and the game was actually fun. We were kind of blown away, to be honest. That rallied the team enough that we kicked off full-scale development after a year-long detour we would’ve loved to avoid, but it was ultimately necessary to get where we wanted to be.”
Exclusive Interview with Project O
A Fantasy World Reimagined
The creative direction of Project O centers on myths, legends, and fairy tales, reinterpreted with a modern edge. The idea came from Koin Games’ CEO, Tim, who pushed for the theme even when others were skeptical. The decision paid off. Players responded positively to the mix of familiar folklore and fresh visual storytelling, allowing the team to build a colorful and flexible world that fits both casual and competitive play.
“Credit for the theme goes squarely to our CEO, Tim. Even in the face of some of the leadership team saying, ‘Fairy tale characters? Really? Aren’t we a little worried people will see this as a kid’s game’ - he continued to sell us the vision, and after seeing people’s reactions during the product pitches of ‘Characters from Myths, Legends, and Fairy Tales with a twist’ - it became clear it was an awesome call.”
Exclusive Interview with Project O
Balancing Accessibility and Depth
One of Project O’s main goals is to create a TCG that’s easy to learn but rewarding to master. Traditional card games often intimidate new players with complex rules and lengthy matches. Koin Games approached this challenge by designing a system built around simultaneous turns, keeping matches fast-paced and engaging for both players and viewers.
Lambert explains that the design choice came from lessons learned during their earlier auto-battler prototype. Matches in Project O average around seven to nine minutes - short enough for mobile play but long enough to deliver meaningful strategic depth. The result is a game that works for both casual players looking for quick matches and competitive players chasing high-level strategy.
“Most good TCGs are extremely complex and hardcore. If you don’t already love them, they can be quite intimidating to pick up and learn. With our goal of making a mass market TCG that your grandma could learn in 2 minutes but that highly competitive players could also sink their teeth into, the diverse backgrounds of the team were critical. We have people who worked on some of the sweatiest games ever made, all the way to literally designing games for your grandma. It gave us the tools we needed to properly aim for the massively wide audience we are attempting to capture.”
Exclusive Interview with Project O
Collecting in the Digital Age
Beyond gameplay, Project O explores how digital collecting can replicate the excitement of physical card games. The team introduced a digital grading system inspired by the thrill of opening, collecting, and grading physical cards. Lambert describes this as the “light side” of web3 - an approach centered on genuine value and the joy of ownership, not speculation.
Koin Games also aims to maintain a fair economy. Core functionality will never be locked behind rarity or price, ensuring the game avoids pay-to-win pitfalls. Scarcity will instead focus on cosmetic features, alternate artwork, and special limited edition collectibles - similar to how games like Pokémon and Magic: The Gathering handle their card ecosystems.
The studio is also experimenting with digital pack-opening experiences that capture the excitement of pulling a rare card. Lambert suggests the digital version could offer new kinds of excitement only possible in a virtual space.
“I’m hoping we can nail everything about this other than the smell of fresh card stock. We’re currently considering two types of packs, one aimed at players primarily looking for card function and another for collectors primarily chasing flex and rare additions for their collection. We haven’t built the pack opening experience in the game yet, but in the digital world, you can do a lot of things you can’t do in physical, and I have some ideas on how to make our collector pack opening experience very juicy.”
Exclusive Interview with Project O
The Web2.5 Approach
Rather than requiring blockchain interaction, Project O takes what Lambert calls a “web2.5” approach. Players can dive into the game without ever touching blockchain systems, and only engage with ownership features if they choose to. Lambert’s philosophy is that web3 should be invisible to the player. There’s no wallet connection screen, no token prompts, and no complicated onboarding process.
Players can download the game from the app store and start playing immediately, unaware of the technology running behind the scenes. This separation creates two parallel experiences - one for players focused on gameplay, and another for collectors interested in trading and ownership. The approach mirrors physical TCG ecosystems, where players and collectors coexist without interfering with each other’s experiences.
“I’m a hyper-competitive person in the games I love, and I’m even more competitive in my career. Am I delusional enough to claim that we’re going to be the TCG that finally unseats those games that have held the crown for over a decade? Absolutely not. But if I didn’t feel like we could take a truly legitimate shot at them, I would be building something else instead. To me, people have been craving a new mass market card game experience for FAR too long, and it’s time someone gave it to them. And I couldn’t be more excited and proud to be taking a shot on that goal.”
Exclusive Interview with Project O
Building Through Community
Community involvement is already shaping Project O’s development. Early players have helped refine design decisions, and some have even created tools to enhance gameplay. During the first draft tournament, a community member developed a custom drafting website using the game’s card data, highlighting the enthusiasm surrounding the project even in its alpha stage.
Koin Games plans to support both casual and competitive communities. The team is building a PvP ladder system designed to reward different types of players - from those seeking friendly competition to those aiming for professional-level play. While Lambert acknowledges the challenges of establishing an esports presence, the goal is to validate the competitive balance before pursuing large-scale tournaments.
“One of my favorite things about our development process is that we’re building the game transparently and collaboratively with our community. We have an internal game council and several tiers of community involvement that range from people who advise us closely on game design decisions, all the way down to people who just play the game once in a while and tell us what they like and don’t like. Our Discord community is going to be a critical resource to help us validate our design and user experience is working the way we want before we launch.”
Exclusive Interview with Project O
The Road Ahead
Looking forward, Koin Games envisions Project O becoming a standout example of how web3 can be integrated seamlessly into gaming. The team hopes that in two years, the game will be recognized not just for its technology, but for its gameplay and presentation.
Lambert describes Project O as “the first mobile TCG that’s as fun to watch as it is to play,” aiming to compete directly with major titles like Hearthstone and Marvel Snap. It’s an ambitious goal, but one that aligns with Koin Games’ broader mission - to make ownership meaningful and gameplay universally accessible. If you want to learn more you can contact Kevin on X or LinkedIn.
“A game that really inspired me recently was Hi-Fi Rush. It’s dripping with style and humor, but what impressed me most was how polished and intentional every element felt. From the UI transitions to the way feedback syncs to the music, you can tell it was built by a studio with UX in its DNA. Everything in that game serves the player experience, and the attention to detail was excellent. That kind of cohesive design thinking is what I love, and what we’re chasing with Project O.”
Frequently Asked Quetions (FAQs)
What is Project O? Project O is a mobile-first trading card game developed by Koin Games. It combines strategic card gameplay with a modern approach to digital collecting, built on a foundation of myths, legends, and fairy tales with a twist.
Who is developing Project O? The game is being developed by Koin Games, a studio co-founded by Kevin Lambert and game industry veterans with experience in franchises like Apex Legends, Candy Crush, Deer Hunter, and Microsoft Solitaire.
Is Project O a web3 game? Project O uses a “web2.5” approach, meaning players can enjoy the full game without any blockchain interaction. Ownership and trading features are available for those interested, but remain optional and invisible to others.
Will Project O be pay-to-win? No. The developers have explicitly stated that all gameplay functionality will remain accessible to everyone. Rarity and scarcity apply only to collectible or cosmetic features, not gameplay advantages.
What platforms will Project O be available on? Koin Games has designed Project O as a mobile-first experience, with plans to launch on PC either simultaneously or shortly after the mobile release.
When is Project O expected to release? Project O is currently in Alpha, and the team mentioned they plan to enter Beta at the end of this year or early next year. A final worldwide release date is currently planned for 2026.
Can players trade cards in Project O? Yes. Players will be able to collect and trade cards digitally, including rare and graded versions, similar to physical TCGs.
