YGG的演变：从游戏公会到“公会即协议”

在这个播客中，Blockchain Gamer World 的主编 Jon Jordan 与 Yield Guild Games 联合创始人 Gabby Dizon 和 LongHash Ventures 的战略投资者 Shi Khai Wei 谈论了游戏公会的未来。他们讨论了公会模式从奖学金模式到 YGG 公会协议的演变。 Dizon 解释了这种转变如何能够在链上创建团体身份，并允许行会作为一个集体执行行动和任务。 LongHash 对 YGG 的投资归因于其模型的可扩展性和适应性，使他们能够加入多样化的社区并与各种游戏和生态系统集成。

In the latest episode of his Blockchain Gaming World podcast, editor-in-chief Jon Jordan talks to Yield Guild Games’ co-founder Gabby Dizon and its recent strategic investor Shi Khai Wei from LongHash Ventures about the future of the gaming guild model.

在区块链游戏世界播客的最新一集中，主编 Jon Jordan 与 Yield Guild Games 联合创始人 Gabby Dizon 及其最近来自 LongHash Ventures 的战略投资者 Shi Khai Wei 讨论了游戏公会模式的未来。

From the scholarship model at the height of the Axie Infinity play-to-earn movement, YGG has now evolved into what Dizon calls a Guild as Protocol model; something also cited by LongHash in its investment thesis.

从 Axie Infinity Play-to-earn 运动鼎盛时期的奖学金模式，YGG 现在已经演变成 Dizon 所说的 Guild as Protocol 模式； LongHash 在其投资论文中也引用了这一点。

This interview has been edited for length and clarity.

为了篇幅和清晰度，本次采访经过编辑。

You can also listen to the podcast via the Fountain app and earn Bitcoin.

您还可以通过 Fountain 应用收听播客并赚取比特币。

BlockchainGamer.biz: Shi Kai, can you give us some background on yourself and LongHash?

BlockchainGamer.biz：石凯，您能给我们介绍一下您自己和LongHash的背景吗？

Shi Khai: LongHash started in 2017, as an accelerator. Now we run two funds. We specialize in bootstrapping ecosystems. Over the years, our thesis has been adapting based on what we feel that the space needs to push forward. So we started with the application wave and then looking at DeFi Summer, and throughout the bear market, we looked at a lot of infrastructure that’s needed to adapt, to scale, to improve user experience. Now the focus has now shifted back to consumer and user adoption and what is going to bring forth the next wave. And, of course, that’s why we’re here to discuss games and guilds.

施凯：LongHash 始于 2017 年，作为加速器。现在我们运营两只基金。我们专注于引导生态系统。多年来，我们的论文一直在根据我们认为该领域需要推动的方向进行调整。因此，我们从应用程序浪潮开始，然后关注 DeFi Summer，在整个熊市中，我们研究了许多需要适应、扩展和改善用户体验的基础设施。现在，焦点已经转移回消费者和用户的采用以及将带来下一波浪潮的因素。当然，这就是我们在这里讨论游戏和公会的原因。

Why did you invest in YGG?

为什么投资YGG？

Shi Khai: So when we start to move from infrastructure back to consumer adoption, one of the first questions is, where are the users going to come from? And what are they going to do onchain? What’s going to bring them into the ecosystem? And if we look at the breakout applications over the last year or so, I think it’s very clearly gaming and social. 

Shi Khai：因此，当我们开始从基础设施转向消费者采用时，首要问题之一是，用户将从哪里来？他们将在链上做什么？什么会将它们带入生态系统？如果我们看看过去一年左右的突破性应用程序，我认为很明显是游戏和社交应用程序。

How do you invest in this trend if you believe that these two verticals will bring on board a lot of users? Sure, you can go to specific game studios and titles. You can go to various social apps. But it’s actually much harder to invest in those if you are not deep in the weeds. I myself am a hardcore gamer, be it from casual all the way to PC and console, but it is still very difficult for us to pick out those individual titles, while we have some very high conviction bets there. 

如果您相信这两个垂直领域会吸引大量用户，您将如何投资这一趋势？当然，您可以去特定的游戏工作室和游戏。你可以去各种社交应用。但如果你不深陷其中，投资这些实际上要困难得多。我本人是一名铁杆游戏玩家，从休闲游戏一直到 PC 和游戏机，但我们仍然很难挑选出那些单独的游戏，尽管我们在那里有一些非常高的信念赌注。

It is much easier to actually work with a player that is almost like the social layer, almost like the index of the entire vertical of gaming social. So when we started looking into YGG, we realized that, hey, we’re not just talking about a gaming guild, we’re talking about the social layer for consumer crypto. And YGG has been one of the few players that has persisted through the bear market and continued to nurture community, build out quests, integrate directly into games, platforms, and that has laid a very strong foundation to capture this explosive growth, which we predict will come this year.

与几乎就像社交层、几乎就像整个游戏社交垂直领域的索引的玩家一起实际工作要容易得多。因此，当我们开始研究 YGG 时，我们意识到，嘿，我们不仅仅是在谈论游戏公会，我们还在谈论消费者加密货币的社交层。 YGG 是少数几个在熊市中坚持下来并继续培育社区、构建任务、直接融入游戏、平台的玩家之一，这为捕捉这种爆炸性增长奠定了坚实的基础，我们预测这一点今年会来。

For you Gabby, how much has your thesis changed since 2021?

Gabby，你的论文自 2021 年以来发生了多少变化？

Gabby Dizon: To go back to the original thesis, we wanted to aggregate communities to be able to play together and have ownerships in these crypto networks. If you look at a lot of these games that have ownership represented in either tokens or NFTs, the idea is that you could bootstrap and grow these networks via tokens. And what we do, aggregating people, helping them play together, helping them to own these tokens, has still very much remained the same. 

Gabby Dizon：回到最初的论文，我们希望聚合社区，以便能够一起玩并拥有这些加密网络的所有权。如果您查看许多以代币或 NFT 表示所有权的游戏，您会发现您可以通过代币引导和发展这些网络。我们所做的，聚集人们，帮助他们一起玩，帮助他们拥有这些代币，仍然基本上保持不变。

So what’s changed? One of the things that the market has missed especially in the last two years was that they conflated the guild model with the scholarship model which was very popular and explosive back then. But even in 2021 we were moving into the next phase of our vision. We released the first soulbound token for YGG in July 2021, even before we released the YGG token. We had started working on our questing system, the Guild Advancement Program. The idea was that you wanted people to build reputation by doing things in different games, in different crypto networks. And that reputation could be represented in non-tradable soulbound tokens. So that as someone contributes to a network, whether you’re doing it in a game, in a DAO, in a guild like YGG, people could note what your contributions are and your value to the network. And you would be able to get an opportunity accordingly whether it’s early access to a game or being able to earn better or maybe a game offering you more rewards because you’re a top player in a certain genre right.

那么发生了什么变化呢？尤其是近两年市场忽略的一件事是，他们将行会模式与当时非常流行和爆炸性的奖学金模式混为一谈。但即使在 2021 年，我们也正在进入愿景的下一阶段。我们于 2021 年 7 月发布了 YGG 的第一个 Soulbound 代币，甚至在我们发布 YGG 代币之前。我们已经开始开发我们的任务系统，即公会进步计划。这个想法是，你希望人们通过在不同的游戏、不同的加密网络中做事来建立声誉。这种声誉可以用不可交易的灵魂绑定代币来表示。因此，当有人为网络做出贡献时，无论你是在游戏中、在 DAO 中、还是在 YGG 这样的公会中，人们都可以注意到你的贡献是什么以及你对网络的价值。你将能够获得相应的机会，无论是抢先体验游戏还是能够赚取更好的收入，或者可能是因为你是某种类型的顶级玩家而为你提供更多奖励的游戏。

And this is what you mean by ‘guild as a protocol’?

这就是你所说的“公会作为协议”的意思吗？

Gabby Dizon: A guild protocol specifically for what we’re doing is that we’re aggregating people, players, and putting their group identity onchain, allowing them to have group treasury, group reputation, and allowing them to do actions or go on quests together as a group, and then be recognized or get rewards from our group level. So if you think about having a World of Warcraft guild and then putting that structure onchain, that is where we’re headed with everything that we’re building for the last few years.

Gabby Dizon：专门针对我们正在做的事情的公会协议是，我们聚集人员、玩家，并将他们的团体身份放在链上，允许他们拥有团体金库、团体声誉，并允许他们采取行动或继续任务作为一个团队在一起，然后得到我们团队层面的认可或奖励。因此，如果你考虑建立一个《魔兽世界》公会，然后将该结构放到链上，那么这就是我们过去几年所构建的一切的目标。

Does ‘guild as a protocol’ mean YGG launches its own blockchain?

“公会作为协议”是否意味着 YGG 推出自己的区块链？

Gabby Dizon: Honestly, I think it’s really stupid that everyone is looking to pivot to their own L2 or L3. Everyone is trying to sell their own block space. We’re not selling any block space. We’re looking to fill up block space with people and with actions going onchain. So no, we’re not making our own game and no, we don’t have our own blockchain. What we do is we bring the human layer, the social, the group layer onchain. We get people to form groups together and then do things, do actions together, play games together onchain.

Gabby Dizon：老实说，我认为每个人都希望转向自己的 L2 或 L3，这真的很愚蠢。每个人都在试图出售自己的区块空间。我们不出售任何区块空间。我们希望用人和行动来填充区块空间。所以，不，我们不是在制作自己的游戏，也不，我们没有自己的区块链。我们所做的是将人类层、社交层、群体层带到链上。我们让人们聚集在一起，然后在链上一起做事、一起行动、一起玩游戏。

As an investor, how does LongHash see YGG’s growth in the coming years?

作为投资者，LongHash如何看待YGG未来几年的增长？

Shi Khai: First I’ll talk about the positioning and how that sets us up to scale and then paint a longer term vision of where we might be headed. So the first thing on the positioning, it is very difficult if you are trying to form your own social group. I think the traditional concept of I bring all these friends together and we play games together inside our own little community, it’s very hard to scale that social connection, right? Just because of things like Dunbar’s number, needing to have these relationships with everybody. That’s why I think every single guild is trying to figure out how do we move down the stack or expand the scope?

Shi Khai：首先，我将讨论定位以及如何让我们扩大规模，然后描绘我们可能走向何方的长期愿景。所以首先在定位上，如果你想形成自己的社交群体，那是非常困难的。我认为传统的概念是我把所有这些朋友聚集在一起，我们在自己的小社区里一起玩游戏，很难扩展这种社交联系，对吗？只是因为像邓巴号码这样的事情，需要与每个人建立这些关系。这就是为什么我认为每个公会都在试图弄清楚我们如何向下移动或扩大范围？

Of course, many of them have transitioned to become L2s, L3s. I think where YGG is going is really interesting with the guild protocol. It’s not a guild, it’s the guild of guilds. We want to onboard each regional localized community to come and build on the YGG guild protocol. That already unlocks the skill potential. And secondly, this interesting strategic choice to not have our own chain keeps us agnostic to all of the games and to all of the chains.

当然，其中许多已经转变为L2、L3。我认为 YGG 的公会协议发展方向非常有趣。这不是公会，这是公会的公会。我们希望每个区域的本地化社区都加入进来，并在 YGG 行会协议的基础上进行构建。这已经释放了技能潜力。其次，这种不拥有自己的链的有趣的战略选择使我们对所有游戏和所有链都是不可知的。

The moment you launch your own chain, sure, there’s a repricing or a markup in terms of your valuation, but there’s also the trade-off that you’re locking in your own ecosystem. Your token will likely need to live on your chain as well. As we see with YGG, we can be on Ethereum and then we have a very good relationship with Ronin and we can be on Ronin too. And if there’s a good chain that comes on, then we can go ahead and expand there. If there’s a good gamewe can go there as well and we can activate the local communities, be it like the more hardcore players, let’s say in the very competitive games or more mass adoption for a casual game. We can form localized or specialized guilds for those games and for those regions. 

当然，当你推出自己的区块链时，你的估值就会重新定价或加价，但你也需要在自己的生态系统中进行权衡。您的代币可能也需要存在于您的链上。正如我们在 YGG 看到的，我们可以在以太坊上，然后我们与 Ronin 有很好的关系，我们也可以在 Ronin 上。如果有一个好的连锁店出现，那么我们就可以继续在那里扩张。如果有好的游戏，我们也可以去那里，我们可以激活当地社区，无论是像更铁杆的玩家一样，比如说在竞争激烈的游戏中，还是在休闲游戏中更广泛采用。我们可以为这些游戏和这些地区组建本地化或专门的公会。

I think that sets us up to scale across the entire ecosystem and also expand into web2 as well. What’s the scale for that? If you think one blockchain, maybe you’re thinking of 100,000s, millions of users. But if you can think about a social layer that spans across all of the chains and all of the games, that’s when I can start to imagine tens of millions, hundreds of millions, maybe a billion users because you’re not constrained by things like block space and what kind of applications are on there.

我认为这使我们能够在整个生态系统中进行扩展，并扩展到 web2。其规模有多大？如果你想到一个区块链，也许你想到的是十万个、数百万个用户。但如果你能想象一个跨越所有链和所有游戏的社交层，那么我就可以开始想象数千万、数亿甚至十亿用户，因为你不会受到诸如块空间以及那里有什么类型的应用程序。

Gabby Dizon: To add to what Shi Khai said, it’s always been one of our principles that we want to bring players to where the best games are, no matter what chain. We’ve been on Ronin for a long time. There are games on Base; Parallel for example, something that we’ve supported heavily. We’re starting to work with games on Immutable like Guild of Guardians. So we have the ability to match players’ interests with the games that interest them and then create the incentive structure for groups to come together, do quests, tournaments and just play with the games that they like. 

Gabby Dizon：补充一下 Shi Khai 所说的，我们的原则之一就是希望将玩家带到最好的游戏所在，无论是哪条链。我们关注 Ronin 已经很长时间了。 Base上有游戏；例如，我们大力支持的并行。我们开始在 Immutable 上开发游戏，比如《Guild of Guardians》。因此，我们有能力将玩家的兴趣与他们感兴趣的游戏相匹配，然后为团体创建激励结构，让他们聚集在一起，做任务，参加锦标赛，然后玩他们喜欢的游戏。

Lots of guilds are very active in Pixels, which we’ve been working with very closely. We have the number one guild in Axie Infinity with YGG Esports, and YGG Esports is also very active in Parallel. So there is definitely a matching between what players like and what games they’re playing.

许多公会在 Pixels 中非常活跃，我们一直与它们密切合作。我们和YGG Esports有Axie Infinity第一公会，YGG Esports在Parallel也很活跃。所以玩家的喜好和他们玩的游戏之间肯定是匹配的。

YGG’s regional subDAOs were a big thing in 2022. Have you moved away from that now?

YGG 的区域 subDAO 是 2022 年的一件大事。你现在放弃了吗？

Gabby Dizon: When we did the SubDAO model, rather than create country versions of YGG, we thought that we would invest in founders who were local and then figure out what the best way to evolve the YGG model was. That turned out to be a good approach because the bear market was really hard and everyone had to find a way to survive and evolve the model.  So YGG Southeast Asia has now evolved to WeGG, IndiGG is now KGen (Kratos Generation), OlaGG is still very strong with a very strong esports focus in Latam so it was us saying we didn’t really know what the best way to approach those markets was and investing in strong local founders with high alignment to YGG’s mission was the best way for us to do it. I think it’s still a very early innings. They’re still around. They’re still bringing players to these games with maybe a different kind of focus in terms of which games or how they’re going to market or how they’re reaching local communities. But the thesis still stands strong, although of course we’ve really yet to see what they can do at scale.

Gabby Dizon：当我们做 SubDAO 模型时，我们认为我们应该投资于本地创始人，然后找出发展 YGG 模型的最佳方式，而不是创建国家版本的 YGG。事实证明这是一个很好的方法，因为熊市真的很艰难，每个人都必须找到一种生存和发展模型的方法。因此，YGG 东南亚现在已经发展为 WeGG，IndiGG 现在是 KGen（Kratos Generation），OlaGG 仍然非常强大，在拉丁美洲非常关注电子竞技，所以我们说我们真的不知道解决这些问题的最佳方法是什么市场是这样的，投资于与 YGG 使命高度契合的强大本地创始人是我们做到这一点的最佳方式。我认为这还处于早期阶段。他们还在附近。他们仍然以不同的方式吸引玩家来玩这些游戏，比如哪些游戏、如何营销或如何接触当地社区。但这个论点仍然站得住脚，尽管我们当然还没有看到他们能大规模做什么。

Can YGG itself go global?

YGG本身能否走向全球？

Gabby Dizon: I absolutely have massive confidence in the growth of not only guilds, but web3 gaming as well. What I look at is how free-to-play grew first in Asia. The model was invented in Korea and then extended to southeast Asia. It didn’t really catch on in the west until you started seeing on the PC side League of Legends and then on the mobile side, more western native free-to-play titles like Clash of Clans and Candy Crush. 

Gabby Dizon：我不仅对公会的发展充满信心，对 web3 游戏的发展也充满信心。我关注的是免费游戏如何在亚洲首先发展。该模式起源于韩国，随后推广到东南亚。它并没有真正在西方流行起来，直到你开始在 PC 端看到《英雄联盟》，然后在移动端看到更多西方本土的免费游戏，例如《部落冲突》和《糖果粉碎传奇》。

I think the same thing is going to happen. Some of the best web3 games right now are being created in places like South Korea and Vietnam, though we do have very strong game developers from the west as well, right? Like some of them, like Gabe Leydon, one of the pioneers of free-to-play. Some of them are coming from a more crypto native background like Pixels. So I do think it will catch on maybe later in the west because western gamers are more resistant to changes in business models and they want to see a game that is attuned for western markets succeed first before accepting it. But I do think that apart from southeast Asia, it’ll grow in the rest of Asia in the next couple of years.

我认为同样的事情也会发生。目前一些最好的 web3 游戏是在韩国和越南等地制作的，尽管我们也有来自西方的非常强大的游戏开发商，对吗？就像他们中的一些人一样，比如免费游戏的先驱之一加布·莱登 (Gabe Leydon)。其中一些来自更加密的原生背景，例如 Pixels。所以我确实认为它可能会在西方流行起来，因为西方游戏玩家更抵制商业模式的变化，他们希望看到一款适合西方市场的游戏在接受之前首先取得成功。但我确实认为，除了东南亚之外，未来几年它将在亚洲其他地区增长。

How is what you’re doing with the Guild Achievement Model different to social farming and engagement activity we’re seeing from the likes of Mon Protocol, Mocaverse, Forge, Carv etc?

你们使用公会成就模型所做的事情与我们从 Mon Protocol、Mocaverse、Forge、Carv 等公司看到的社会农业和参与活动有何不同？

Shi Khai: I know Gabby has a lot of thoughts here, but I’ll start off. We have been seeing more and more people trying to tackle the problem of distribution. There are many kinds of ways to spin it, so firstly, that’s great validation that this problem is a huge pain point. And we definitely need people to come and address it.  What YYG has done, and this is from the culture that Gabby has set, is one that’s inclusive and welcoming and generous. I see sometimes that certain founders can be quite competitive and they’d be like, no, no, we’re the best. But from what I can see with YGG and Gabby, it’s let’s work together and find a way to grow the pie. Web3 has a certain culture of this composability and openness, right? It is the players who build the strongest goodwill, reputation, branding that will succeed in the space.

施凯：我知道Gabby在这里有很多想法，但我先开始吧。我们看到越来越多的人试图解决分配问题。有很多种方法可以解决这个问题，所以首先，这很好地证明了这个问题是一个巨大的痛点。我们绝对需要人们来解决这个问题。 YYG 所做的一切源于 Gabby 所建立的文化，是一种包容、热情和慷慨的文化。我有时发现某些创始人可能非常有竞争力，他们会说，不，不，我们是最好的。但从我对 YGG 和 Gabby 的看法来看，我们应该共同努力，找到做大蛋糕的方法。 Web3 具有一定的可组合性和开放性文化，对吧？只有那些建立了最强商誉、声誉和品牌的参与者才能在该领域取得成功。

There’s also a certain kind of Lindy effect for founders who have persisted through the cycles. Whereas hey, there’s this new distribution platform, you can farm these many points, get this many airdrops. How sustainable is that? How do you know what the motives of these founders are? Whereas you can see that YYG has persisted, has been working alongside the games, the communities, and will continue to build throughout the years, so there’s a certain kind of comfort and stability there. 

对于坚持完成周期的创始人来说，还有某种林迪效应。然而，嘿，有这个新的分发平台，你可以耕种这么多积分，获得这么多空投。这有多可持续？你怎么知道这些创始人的动机是什么？然而你可以看到，YYG 一直坚持不懈，一直与游戏、社区一起工作，并将在这些年里继续建设，所以那里有一定的舒适和稳定。

Gabby Dizon: I can talk about this all day. First of all, I’m an investor in Forge, in Mocaverse, and Mon Protocol, and a few others like that, so I have a lot of thoughts on these. One of the core principles that I’ve been tracking is that quests are web3-native ad networks. That’s a very basic thesis, which you can see not just in the YGG, not just in these three protocols that you mentioned, but a lot of other kinds of engagement networks as well.

Gabby Dizon：我可以整天谈论这个。首先，我是 Forge、Mocaverse、Mon Protocol 以及其他类似公司的投资者，所以我对这些有很多想法。我一直在追踪的核心原则之一是任务是 web3 原生的广告网络。这是一个非常基本的论点，你不仅可以在 YGG 中看到，不仅可以在你提到的这三个协议中看到，还可以在许多其他类型的参与网络中看到。

If you think about what the core web2 ads are, you have the display ad. You have the Facebook install ad or a search ad is basically a blurb or an image and then click something and then get to install. In crypto, the native ad unit is you do something and you get a reward – you do X, get Y.  That means everyone has to do some kind of engagement network to get distribution. 

如果您考虑一下核心 web2 广告是什么，您就会想到展示广告。 Facebook 安装广告或搜索广告基本上是一个简介或图像，然后单击某些内容，然后开始安装。在加密货币中，原生广告单元是你做某事并获得奖励 - 你做了 X，得到 Y。这意味着每个人都必须建立某种参与网络来获得分发。

There’s going to be different ways in which these networks will do distribution. For example, YGG wants to aggregate groups and then bring them to games together and then specialize in different types of work or tasks and then note that into reputation. Someone like Forge is trying to aggregate what your web2 gamer data looks like and then try to match that with web3 games. So there’s a different approach and the beauty of what all of these do in aggregate and what Shi Khai was saying is the interoperability. This is why we’re a big believer of soulbound tokens. 

这些网络将采用不同的方式进行分发。例如，YGG 希望聚集群体，然后将他们聚集在一起参加游戏，然后专门从事不同类型的工作或任务，然后将其记入声誉。像 Forge 这样的人正在尝试聚合您的 web2 玩家数据，然后尝试将其与 web3 游戏进行匹配。因此，有一种不同的方法，所有这些方法的优点在于综合起来，Shi Khai 所说的就是互操作性。这就是为什么我们坚信灵魂绑定代币。

We think of soulbound tokens as the web3 cookies. It’s players putting their things that they’ve done onchain, in a wallet that they own and showing the reputation they want to show. It’s not just your reputation with YGG that matters. You can take a look at the reputation from different games. You can take a look at reputation in DAOs in different protocols. That gives a very good overview of what kind of player you are in the web3 space. That also gives other protocols, whether it’s games or others a picture of who you are. Do we want to acquire you as a user? What do we want to offer you to go into our protocol? 

我们将 Soulbound 代币视为 web3 cookie。玩家将他们所做的事情放在链上，放在他们拥有的钱包中，并展示他们想要展示的声誉。重要的不仅仅是您在 YGG 的声誉。您可以查看不同游戏的声誉。您可以查看不同协议中 DAO 的声誉。这很好地概述了您在 web3 领域属于哪种类型的玩家。这也为其他协议提供了你是谁的图片，无论是游戏还是其他协议。我们想获得您作为用户吗？我们想为您提供什么来加入我们的协议？

I think this is where the space is heading, reputation starts to matter more, especially if you’ve seen different types of airdrop campaigns with different quality, different success rates. What’s been lacking is reputation. Now you can see airdrops being targeted towards certain communities. I think you’ll be seeing them targeted towards more specific actions, more specific reputation.

我认为这就是这个领域的发展方向，声誉开始变得更加重要，特别是如果您看到不同类型的空投活动具有不同的质量、不同的成功率。所缺少的是声誉。现在您可以看到空投针对某些社区。我想你会看到他们针对更具体的行动、更具体的声誉。

If I put my VC hat on, don’t I then say YGG is an ad network pretending to be a guild, so maybe we should get rid of some of the guild stuff and just become a social ad network?

如果我戴上 VC 的帽子，我不是会说 YGG 是一个冒充公会的广告网络，所以也许我们应该摆脱一些公会的东西，直接成为一个社交广告网络？

Gabby Dizon: There’s something you touch upon there – an ad network pretending to be a guild. I would like to think of ourselves as a very human-centric ad network, someone who values individuals and cares about them not as a faceless daily active user, but someone who has a reputation, who’s part of a group, who likes something, who has certain skills. I think that’s what the future of ad networks should be, is valuing people for who they are and what they’ve done. Maybe the term ad network is the incorrect one and all ad networks will want to become guilds because guilds are the self-owned decentralized ad network, the future of ad networks.

Gabby Dizon：你提到了一些东西——一个假装是公会的广告网络。我想把我们自己想象成一个非常以人为本的广告网络，一个重视个人并关心他们的人，而不是一个不知名的日常活跃用户，而是一个有声誉的人，一个群体的一部分，一个喜欢某事的人，一个具有一定的技能。我认为广告网络的未来应该是这样的，即根据人们的身份和所做的事情来评价他们。也许“广告网络”这个词是不正确的，所有广告网络都希望成为公会，因为公会是自有的去中心化广告网络，是广告网络的未来。

Isn’t that the problem with web2 in particular, that they’ve reduced humans to faceless metrics? If you’re thinking about Facebook or Google, you’re only thinking about cohorts or even whole countries as an aggregate. A person is reduced to what’s your retention? What’s your LTV? What’s your car? In web3, what we’d like to do is bring back some of that face by asking what have you done? What have you accomplished? What skills do you have? And then matching that to your interests. 

难道这不是 web2 的问题吗？他们将人类简化为不露面的指标？如果你想到 Facebook 或 Google，那么你只会考虑群体甚至整个国家的总体。一个人沦落到什么程度你的挽留？您的生命周期价值是多少？你的车是什么？在 web3 中，我们想做的是通过询问你做了什么来带回一些面孔。你取得了什么成就？你有什么技能？然后将其与您的兴趣相匹配。

The value exchange is still the same business model as an ad network. An ad network is basically matching someone who wants to do something and someone who wants to pay for it. And that’s the guild’s business model as well. But now we’re grouping people into interests, into skills, into reputation sets, and then bringing that into places where they can use it because people are willing to pay for it.

价值交换仍然是与广告网络相同的商业模式。广告网络基本上是匹配想要做某事的人和想要为此付费的人。这也是公会的商业模式。但现在我们将人们按照兴趣、技能、声誉进行分组，然后将其带到他们可以使用的地方，因为人们愿意为此付费。

Can you talk a bit about how YGG has worked with Pixels?

您能谈谈 YGG 如何与 Pixels 合作吗？

Gabby Dizon: We started engaging with Pixels when they were still on the Polygon network. The way we identified them was because our players constantly mention Pixels as a game that they want to put in our Guild Advancement Program. We worked with them and brought some quests over for two seasons of GAP. Our guilds were already active in Pixels around maybe six to eight months before the move to Ronin. 

Gabby Dizon：当 Pixels 还在 Polygon 网络上时，我们就开始与它们合作。我们识别它们的方式是因为我们的玩家经常提到 Pixels 作为一款游戏，他们希望将其纳入我们的公会进步计划中。我们与他们合作，为 GAP 的两季带来了一些任务。在迁移到 Ronin 之前大约六到八个月，我们的公会已经在 Pixel 中活跃起来。

The guilds that were working with us had an advantage because they were already familiar with the game. They had some built-in reputation and assets and that enabled them to speed up the process once it was on Ronin. A lot of our communities already had Ronin wallets. Once Pixels got on Ronin, the usage really lined up. There’s a high fit between its gameplay and the community base of Ronin, which is strong in emerging markets. The game is highly accessible and easy-to-play. You don’t need any complicated tutorials to get started. Second, you don’t need to download an app. You can play from a mobile browser. It’s also a very social game. Pixels recently released their guilds and YGG is featured, teaching people to join Pixels’ guilds. We collaborated with them to teach people the value of guilds within Pixels. I think it will probably be one of the leading, but not the only game that’s leading web3 adoption in this cycle.

与我们合作的公会有一个优势，因为他们已经熟悉了这个游戏。他们拥有一些内置的声誉和资产，这使他们能够在 Ronin 上加快进程。我们的许多社区已经有了 Ronin 钱包。一旦 Pixels 在 Ronin 上使用，其使用量就真正达到了一致。它的游戏玩法与 Ronin 的社区基础高度契合，而 Ronin 在新兴市场上实力雄厚。该游戏非常容易上手且易于玩。您不需要任何复杂的教程即可开始。其次，您不需要下载应用程序。您可以通过移动浏览器进行游戏。这也是一款社交性很强的游戏。 Pixels最近发布了他们的公会，并以YGG为特色，教人们加入Pixels的公会。我们与他们合作，向人们传授 Pixels 中公会的价值。我认为它可能是本周期中引领 web3 采用的领先游戏之一，但不是唯一一款。

Shi Khai: If I may add to that, I think there’s more to the secret of the success of Pixels. They are one of the most crypto-native and also actively composable games out there. They actively integrated dozens of PFPs, be it on Ronin, outside Ronin, other games like Treeverse, PFPs like CyberKongz. Mocaverse is there as well. You can use meme tokens like PEPE to buy stuff in-game. When other games launch, they have these little side quests, so Mocaverse had their own little side quests, CyberKongz had their own map. Pixels is actively embracing the ecosystem of web3. It’s not like, I’m building my own little game on my own little island. It almost makes Pixels feel like the hangout space of all the other games and crypto and I think we’re missing that kind of casual MMO hangout space. Pixels might start to become that.

施凯：如果我可以补充一点的话，我认为 Pixels 的成功秘诀还有更多。它们是最加密原生且可积极组合的游戏之一。他们积极集成了数十个 PFP，无论是 Ronin 上的、Ronin 之外的、Treeverse 等其他游戏、Cyber​​Kongz 等 PFP 的。 Mocaverse 也在那里。您可以使用 PEPE 等 meme 代币在游戏中购买东西。当其他游戏推出时，他们都有这些小支线任务，所以 Mocaverse 有自己的小支线任务，Cyber​​Kongz 有自己的地图。 Pixels正在积极拥抱web3生态系统。这不像是我在自己的小岛上开发自己的小游戏。它几乎让 Pixels 感觉像是所有其他游戏和加密货币的聚会空间，我认为我们正在错过那种休闲 MMO 聚会空间。像素可能会开始变成那样。

Find out what YGG gets up to via its website.

通过其网站了解 YGG 的动态。