Remember YGG in 2021? It was the face of “play-to-earn.” One could hear the stories of 19-year-olds in Manila who were grinding Axie Infinity for $300 a month (a life-changing amount of money) by using NFTs that were “loaned” by the guild. Everything was token hype dependent, which made it a mess of disorder, but also an exciting time. If that's all you remember about YGG, you are going to be surprised.
The guild which was once making news because of "scholar programs" and NFT rentals, has quietly refreshed itself. It is no longer just a middleman for game assets; rather, it is creating a self-sustaining economy in which games generate money, creators get financed, and players convert their skills into real, portable value. Mores flash giveaways or token pump-and-dumps; this is YGG's "adult phase" - and it's way more interesting.
The Big Mindset Shift: From “Hold Assets” to “Run a Business”
YGG’s old playbook was straightforward: Collect NFTs and tokens, and then rent them out to scholars in exchange for a percentage of their earnings. It was fine during the bull run, but it was a delicate one - if Axie were to die or the token price to fall, the entire system would falter. The new YGG? It's behaving like a startup, not a crypto treasury.
Here is the major difference: The YGG DAO decided to keep a very large portion of its money as "operating capital" - not to keep but to put in ventures. Therefore, it is the first mover in crypto games, the financer of creator projects, and the backer of local community initiatives. Instead of being a pile of ETH waiting for the prices to go up, YGG is issuing the cheques to construct the money-making entities. It is the act of being a "venture capitalist for GameFi" rather than a "crypto hoarder".
Real Games, Real Money — No Hype Required
Talk is cheap; YGG is showing its new model by means of actual products. Consider YGG Play, its game publishing and discovery platform — it is more than just a "crypto game store." It is a launchpad that provides small games with the users and traction they need for survival. LOL Land is the best example.
Most probably, you have never heard of LOL Land - it is not a AAA blockbuster. But this is the reason it is important: It is a ridiculous and fun party game that actually generates revenue. Players purchased in-game items, and YGG (as the publisher) took a portion of the revenue. Following that, YGG did the real money token buyback on-chain. There were no "new tokens printing for incentives" - just game profits flowing into the ecosystem. That is the type of feedback loop that you can find in traditional game studios and not in crypto guilds.
This is YGG's secret weapon at present: It is not after viral hits, but sustainable ones. A game does not need a million players - just enough committed fans to cover the costs and then some. Those tiny victories accumulate, turning YGG from a "token project" into a "profit-generating business."
Local Teams, Global Rules — Decentralization That Actually Works
One of the major issues with large crypto DAOs? They are not efficient. For instance, a team in Brazil cannot be waiting for a 10,000-token-holder vote to solve a local community problem. YGG resolved this problem by using SubDAOs - small local guilds that manage everyday tasks, while the big YGG DAO sets the standards.
The Indonesian SubDAO conducts player training locally, brings in new games for Southeast Asia, and resolves scholar disputes.
The Mexican SubDAO is dedicated to Spanish-speaking creators and collaborates with local streamers.
The main YGG DAO provides the money, shared resources (like analytics or NFT management software), and good practice.
It's decentralization with control mechanisms - local teams take rapid and intelligent decisions and the entire network profits from them.
This is not "decentralization for the sake of it." A team in Manila is definitely better at understanding the needs of Filipino players than a team in San Francisco. By giving the local leaders the responsibility, YGG is able to scale at a faster rate and develop more loyal communities - quietly and effectively.
From “Gamer” to “Professional” — YGG’s Credential Superpower
YGG’s most undervalued step? It is transforming "I played Axie for 6 months" into a professional profile. Its Guild Advancement programs, builder tracks, and local training courses do not merely instruct players in gaming skills - they provide them with on-chain credentials which certify their abilities.
A 20-year-old in Jakarta who completes YGG’s “Community Management” course obtains a digital badge on the blockchain: “Mentored 100 New Players” and “Ran 5 In-Game Tournaments.” This badge is proof that he/she is capable of the job- not just a trophy.
The developers who are testing 20 games for YGG can use that on-chain experience to apply for Web3 studio roles.
It is YGG’s long game: building a talent pool for GameFi. Players will not only be able to make money today, but also develop the skills they need for tomorrow which converts YGG from a "grind hub" into a "launchpad for digital careers."
The Risks: YGG Isn’t Perfect (And It Knows It)
Let's be honest - YGG is still facing challenges. Among them are: The slow GameFi adoption, difficult onboarding of mainstream players, and token unlocking schedules that can influence price.
However, the main difference is YGG no longer depends only on token hype. YGG is taking real money from games like LOL Land, investing in different opportunities, and building a community of players focused on skill development and contribution. Even a market crash will not be able to wipe out its value- as its core is in games, creators, and talent, not tokens only.
The End Game: YGG as GameFi Infrastructure
YGG is not looking for the largest guild title. What it is doing is laying down the foundation of GameFi:
Players through YGG’s community
Funding from the DAO
Publishing support via YGG Play
Talent from credential programs
YGG is no longer a short-term gambit. It is a real economy where players can build careers, creators get funded, and studios are able to develop sustainable games.
Bottom Line: Slow and Steady Wins the Game
YGG’s second act is not flashy. There are no viral tweets or pump-and-dump moves. What it is doing instead is quietly building a sustainable business - by funding games, reinvesting profits, and growing through its actions.
In GameFi, it is not the loudest headlines that win. The real winners are those who are laying down the foundation of lasting value - one game, one creator, one player at a time.
YGG is not just maturing. It is silently shaping the future of GameFi - which is built to last.
