Robbie Ferguson | Immutable

Co-founder @immutable, thiel fellow. Bringing a billion people to web3 with games.

[Robbie Ferguson | Immutable @0xferg]

Videogames' treasuries will be A LOT more efficient under the CLARITY Act:

+$25 billion a year on 30% mobile store fees --> ~1% on stablecoins

+$60 billion a year on ads with broken attribution --> universal onchain player IDs

[Yeesha🧡 @unique_yeesha]

Trying to launch your game on every platform is probably why it’s not growing.

In this conversation,

@0xferg…. co-founder of @Immutable breaks this down using @Zynga’s playbook alongside @jtwald who scaled to 300M+ users. 🧵

[Robbie Ferguson | Immutable @0xferg]

gm to everybody playing games today on @Immutable

[Robbie Ferguson | Immutable @0xferg]

Big month

[Robbie Ferguson | Immutable @0xferg]

this is a real list of features the @Immutable team shipped last month:

- automated lifecycle emails based on launch milestones, new game seasons, etc
- Engage UI for campaign journeys, stats and upcoming sends
- self-serve Audience signup for studios
- automatic game page creation during onboarding
- real-time audience capture inside Hub
- live audience table for connected players
- unified player profiles across email, wallet, Steam and social accounts
- onboarding email previews during studio setup
- custom email domains for each title
- player source attribution inside audience profiles
- device and platform context for audience records
- Steam profile enrichment
- paid ads dashboards inside Hub for Meta + Tiktok + Google ads
- ad campaign-level performance breakdowns
- added organic social analytics inside Hub
- pre-launch attribution modelling for Steam wishlists
- Steam marketing data ingestion
- Steam wishlist tracking
- UTM tracking for studio marketing links
- click and conversion tracking by channel
- demo mode for attribution onboarding
- post-launch attribution matching from ad click to gameplay event
- conversion postbacks for ad platform optimisation
- added the Immutable Audience Unity SDK
- native in-game event tracking for Unity titles
- auto-tracked launch, session and device events
- custom gameplay event tracking for progression, economy and purchases
- added the Immutable Audience Web SDK
- typed web event tracking for game sites
- sign-up, wishlist and link-click tracking on game pages
- Passport identity stitching on login
- added the Audience REST API for server-side integrations
- Immutable Tracking Pixel
- async page, session, UTM and outbound-link tracking
- consent detection for existing cookie-banner setups
- GDPR deletion support across the tracking stack
- added custom domain game pages for studios
- canonical studio-owned URLs for game pages
- added Surface Analytics inside Hub
- game page view, email capture and conversion metrics
- per-channel UTM links for Discord, TikTok, Instagram and X
- redirect links for tracking outbound clicks to Steam and Epic
- added social performance dashboards for studio channels
- new Community page variant for social growth, sentiment and topic insights
- Daily Streaks + analytics for games re streak completion rates, etc
- Amplify creator outreach program, with a curated Web2 creator network by genre and region

I may have missed a few but you get the idea

[Robbie Ferguson | Immutable @0xferg]

Last year mobile games leaked ~$68 million *every day* in store fees.

And you still think studios won’t move to web3 payments once the CLARITY Act is in?

[Robbie Ferguson | Immutable @0xferg]

this is a real list of features the @Immutable team shipped last month:

- automated lifecycle emails based on launch milestones, new game seasons, etc
- Engage UI for campaign journeys, stats and upcoming sends
- self-serve Audience signup for studios
- automatic game page creation during onboarding
- real-time audience capture inside Hub
- live audience table for connected players
- unified player profiles across email, wallet, Steam and social accounts
- onboarding email previews during studio setup
- custom email domains for each title
- player source attribution inside audience profiles
- device and platform context for audience records
- Steam profile enrichment
- paid ads dashboards inside Hub for Meta + Tiktok + Google ads
- ad campaign-level performance breakdowns
- added organic social analytics inside Hub
- pre-launch attribution modelling for Steam wishlists
- Steam marketing data ingestion
- Steam wishlist tracking
- UTM tracking for studio marketing links
- click and conversion tracking by channel
- demo mode for attribution onboarding
- post-launch attribution matching from ad click to gameplay event
- conversion postbacks for ad platform optimisation
- added the Immutable Audience Unity SDK
- native in-game event tracking for Unity titles
- auto-tracked launch, session and device events
- custom gameplay event tracking for progression, economy and purchases
- added the Immutable Audience Web SDK
- typed web event tracking for game sites
- sign-up, wishlist and link-click tracking on game pages
- Passport identity stitching on login
- added the Audience REST API for server-side integrations
- Immutable Tracking Pixel
- async page, session, UTM and outbound-link tracking
- consent detection for existing cookie-banner setups
- GDPR deletion support across the tracking stack
- added custom domain game pages for studios
- canonical studio-owned URLs for game pages
- added Surface Analytics inside Hub
- game page view, email capture and conversion metrics
- per-channel UTM links for Discord, TikTok, Instagram and X
- redirect links for tracking outbound clicks to Steam and Epic
- added social performance dashboards for studio channels
- new Community page variant for social growth, sentiment and topic insights
- Daily Streaks + analytics for games re streak completion rates, etc
- Amplify creator outreach program, with a curated Web2 creator network by genre and region

I may have missed a few but you get the idea

[Robbie Ferguson | Immutable @0xferg]

problem:

mobile gaming revenue has massively outpaced console - growing 63% since 2020 (to $103 B), compared to 7% on console...

and yet it's harder than ever for games to actually get a slice of this market:

- less than 20% of players opt in to share data, or consent to marketing
- attribution is effectively broken since Apple’s ATT changes
- re-engagement rates are at all time lows

solution:

@Immutable is building custom tooling to help mobile games:

- gather cross-platform user data
- automate re-engagement
- solve attribution, so they're targeting players who actually care

[Robbie Ferguson | Immutable @0xferg]

A game without multi-channel attribution is a game bleeding money.

[Robbie Ferguson | Immutable @0xferg]

It's no longer an ideological commitment for a multibillion dollar studio to use web3. They're now just doing it because it saves them money.

[Robbie Ferguson | Immutable @0xferg]

A year ago nobody had played a single quest on Immutable Play. The community have now played over 137 million.

[Robbie Ferguson | Immutable @0xferg]

The $150 billion mobile gaming economy is silently leaking $25 billion a year in store fees.

External web3 payments fix this.

[Robbie Ferguson | Immutable @0xferg]

The games are fun.
The AAAs are joining.
The infra is here.
The funnels are working.
The ux is clean.
And now the regs are on the way.

[Robbie Ferguson | Immutable @0xferg]

Videogames have given me more great memories than I can count. Immutable is going to be the invisible magic that helps a million games make these memories for their players.

[Robbie Ferguson | Immutable @0xferg]

CLARITY Act = clear path for AAA studios to use web3

[Robbie Ferguson | Immutable @0xferg]

Who's got the longest daily streak on @Immutable Play?

[Robbie Ferguson | Immutable @0xferg]

The gap between idea and execution in game dev is becoming trivial. The next 10 yrs will reward studios who prioritise:

1) fun - simple, uncluttered, gameplay loops

2) user data - extremely precise attribution in their growth funnels

[How To AI @HowToAI_]

Someone just vibe coded a full 3d flight simulator in a single weekend using Claude Code.

it runs entirely in the browser. real-world terrain. real locations. you can literally fly anywhere on earth.

[Robbie Ferguson | Immutable @0xferg]

gm

hope every one is having a good d(@Immutable Pl)ay

[Robbie Ferguson | Immutable @0xferg]

Sadly, 70% of games already fail.

Now add:

- ↑24% annual Steam releases to +19,000
- rising CAC post-ATT
- 30% app store fees

For most studios this is a bloodbath… until they fix:

- pre-launch audience (Immutable Play)
- attribution (onchain IDs)
- payments (external stablecoin rails)

[Robbie Ferguson | Immutable @0xferg]

The most underrated monetisation lever in gaming is to stop giving 30% of your revenue away in mobile store fees.

[Robbie Ferguson | Immutable @0xferg]

In <1 year so far our community has played over 137 million quests on @Immutable Play.

Keep it up. gm.