Immutable Play Opens to Web2 Titles with Ubisoft

Immutable has confirmed that its growth and rewards platform, Immutable Play, is now open to web2 studios. Ubisoft is the first AAA partner to integrate, anchoring the expansion with Might & Magic Fates and signaling a wider push to bring onchain-powered rewards to traditional game launches.

About Immutable Play

Immutable Play is a growth platform that layers quests, leaderboards, attribution and rewards on top of games to help studios build audiences before launch, then keep them engaged after day one. It has logged more than five million sign-ups across web3 titles and sits within Immutable’s stack alongside Passport and zkEVM.

Web2 Access Now Open

Immutable said web2 games that meet its quality bar can now integrate Immutable Play. The company framed the move as a response to recurring launch pitfalls it sees across the industry. “We consistently found that 70% of games fail to launch successfully,” said Robbie Ferguson, Immutable’s co-founder and president. Ferguson added that Play packages a repeatable growth playbook studios can adopt without committing to broader onchain features.

The platform promises a branded hub for each title, lifecycle engagement tools, cross-platform attribution and transparent audience data. Immutable also highlighted the scale of its ecosystem, noting 5 million plus sign-ups and hundreds of live or in-development games using its infrastructure.

Main Quest and Perpetual Rewards

Immutable began priming this system last year through The Main Quest initiative, which lets players complete daily and campaign-style tasks to earn gems and periodic drops. In April 2025, the company switched on Perpetual Rewards, a weekly draw that distributes IMX to eligible players who redeem their Gems. Specialist trackers reported weekly prize pools and ongoing participation across the program.

As the expansion rolls out, Immutable says any game can now be featured on the Play site, not only titles launching on Immutable zkEVM. Trade outlets also note that the program has already distributed more than $1 million worth of IMX since launch, reflecting steady uptake of the quest-to-rewards loop.

Immutable Play Opens to Web2 Titles with Ubisoft

Ubisoft Pilot for Immutable Play

Ubisoft’s adoption provides a stress test for Play at AAA scale. Might & Magic Fates is positioned as the first major web2 game to onboard, with Immutable pointing to clear links between Passport, Play and Ubisoft Connect. “Partnering with Ubisoft is a defining landmark for Immutable,” said Justin Hulog, the company’s chief studio officer, who highlighted the connective tissue between the two ecosystems.

Immutable Play Opens to Web2 Titles with Ubisoft

For reach context, Ubisoft’s most recent annual filing cited 134 million unique active players and 36 million monthly active users across console and PC during FY2024-25. That scale, combined with Play’s pre-launch tooling, sets a meaningful test case for whether onchain-powered rewards can measurably reduce user-acquisition costs for big releases.

Final thoughts

Opening Immutable Play to web2 is a practical escalation of what Immutable has been iterating since 2024. The Ubisoft integration gives the model credibility and a large sandbox to prove whether quests, Gems and weekly IMX rewards can translate to durable day-one retention without bloated ad spend. The core questions now are operational. Can Play’s attribution outperform standard web2 channels at scale, and will publishers use the rewards layer without pushing into asset ownership on day one. If the answer to both is yes, expect more AAA and mid-market studios to test the same rails over the next two quarters.