Immutable

Release: 2019
Industry: Web3 Games & Tools
Customer Audience:

• Multiplayer gamers
  
• P2P game asset traders
• Studios seeking solutions

Immutable develops games in-house as part of the Elderym Decentralized studio, as well as a fully-featured platform for other web3 games to facilitate integrations.

Game studios who are keen to include web3 elements in their multiplayer experiences can choose from a variety of tools and services, including player-friendly wallets, e-commerce, audience-building services, and economy design consultation.  The games developed internally showcase the best examples of each in practice.

Founded in 2018 (and recognized as one of LinkedIn's Top Startups), Immutable targeted player-to-player game-asset economies (already common in multiplayer communities), and offered blockchain technology to facilitate trading, securely.

As the first UX/Product person on the team, my initial contribution to the small team was to set in place practices and processes that would enable us to work efficiently and accountably, allowing us to prioritize and iterate on key features in a constantly-evolving landscape.

As the business scaled up, I applied my knowledge of the games industry to guide the growing Platform division, identifying key functionality that would enable any studio to integrate web3 features into their game, regardless of their internal blockchain acumen.

I carried my learnings about the Platform side of things back to the Studio division as a department manager, building out the Design team to a total of twelve Designers, across a variety of specializations and experience levels.

Currently, my role sees me functioning largely as a Product Manager and Design Lead, exploring creative areas in which we can experiment, measure, and iterate to grow our games' audiences and engagement.

Here are a few case studies of my work at Immutable

Guild of Guardians: Eri's Store

As the core driver of web3 revenue, the point of sale and delivery experience are key to creating satisfied customers.

This ecosystem blends multiple products into a seamless experience to be approachable to players of any level.

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Guild of Guardians: Altar of Sacrifice

As the lootbox-opening experience, the Altar is the follow-on counterpart to the Storefront, offering moments of excitement and delight for players, validating and rewarding their decision to participate in the experience.

Immutable X Marketplace

In early 2020, Immutable made a bold choice to migrate its assets from the Mainnet Ethereum blockchain to a more-efficient solution we were building in-house.

To demonstrate the value and security of this new home, a key priority for launch was a lean Marketplace, where players could manage their assets and continue trading as usual on Day 1.  This is the story of its six-week delivery.

Gods Unchained: Augmented Reality Game

To build hype for the release of the Band of the Wolf card set, we took a novel approach to marketing, driving community engagement through the gradual unveiling of hidden puzzles, mysteries, and player-driven story moments.

TikTok Auction Collaboration

As interest in the web3 asset space grew, new partners emerged, keen to use the technology in new and interesting ways.

TikTok approached us with a project to auction off interactive experiences with some of their key influencers.  This required fast innovation and iteration between multiple parties, with snappy turnaround.