Ginger Joy, the Web3 spinoff of U.K.-based mobile developer Matchingham Games, has raised £1 million ($1.26 million). The company plans to develop an ecosystem of interoperable blockchain-based mobile games with these funds.
Rather than export browser-based games onto mobile platforms, Ginger Joy plans to build interconnected Web3 games native to mobile. The studio hopes that their titles will grow into a mass-market Web3 mobile gaming ecosystem.
“To be at the forefront of integrating sophisticated blockchain technologies into mobile gaming requires exceptional technical expertise and creative prowess. The spin-off, a collaborative effort, is strategically designed to address these needs, expanding the team to incorporate new expertise and critical skills, ensuring Ginger Joy upholds and exceeds the high standards we’re committed to,” said Russell Brown, CBDO at Matchingham Games. “[Ginger Joy] are adeptly harnessing it to build an interoperable ecosystem across their diverse gaming platforms. This interoperability is not merely a technical feat; it’s a strategic move, reflecting and expanding our vision for the future of gaming and allowing Ginger Joy to seamlessly integrate both the economic and experiential aspects of their products.”
Users will be able to transfer, use and unlock items across titles in the Ginger Joy ecosystem. The studio will also use the underlying blockchain technology to reward user generated content makers and precision marketing based on in-game credentials.
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In addition to incentivizing UGC, Ginger Joy is also supporting rapid content development through AI. For example, the studio is using AI and player behavior data to generate race tracks and game modes. This reduces development costs while also tailoring content to user preferences.
Emphasizing play, not just Web3
While the interoperability and Web3 architecture of Ginger Joy’s budding ecosystem is a selling point, the studio wants their titles to stand as games on their own merits. Accordingly, the studio plans to make its blockchain integrations optional rather than a requirement.
“At Ginger Joy, we’re not just integrating blockchain tech; we’re redefining its role in gaming. Our aim is to make the shift to blockchain so smooth for gamers that it feels natural,” said Ibrahim Over, CEO at Ginger Joy Games. “We know there’s a lot of hype around it but we’re not focused on that — we want real, tangible benefits for our customers. We want to elevate the gaming experience, with technology that enhances rather than dominates.”
In addition to support from Matchingham Games, the new startup’s management team features veteran talent from top companies in games and entertainment. This includes Subway Surfers developer Sybo, Royal Match developer Dream Games, Epic/Tonic, Pixar and Netflix. The company plans to leverage this cross-sector experience to build compelling content that seamlessly integrates with the technology.
“Through my experience with industry giants like Gram Games, Tonic, SYBO, EA and Jam City, I know what makes mobile gaming captivating,” said Jeremy Stein, production development manager at Ginger Joy. “Everyone at Ginger Joy shares the same passion for mobile gaming. We aim to craft the best product to ensure users have the most enjoyable experiences possible. While the technology is crucial, it is ultimately a means to the same end for all game developers — to create fun, fair, and exciting games. This is the fundamental philosophy that underlies everything we do at Ginger Joy — to create a genuine sense of joy.”
Ginger Joy launched its first title, party racing game Fundora, on Android in October 2023.
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