Playnance Breaks Cover later than Scaling Web2-to-Web3 Gaming

Playnance has made its first public announcement later than several years of operating what it describes as a live Web2-to-Web3 gaming ecosystem at scale. The Tel Aviv-based company says it has been quietly running on-chain consumer infrastructure designed to onboard mainstream users without exposing them to traditional blockchain complexity.

Founded in 2020, Playnance focused on building and operating its technology before introducing itself publicly. According to the company, its platforms now process roughly 1.5 million on-chain transactions per day and support more than 10,000 daily active users, most of whom originate from non-crypto environments.

The announcement comes at a time when the industry is increasingly focused on practical adoption rather than experimental Web3 use cases, particularly in consumer-facing applications such as gaming.

What has Playnance been building?

At its core, Playnance operates as a Web2-to-Web3 infrastructure layer for games. The platform integrates with more than 30 game studios and enables the conversion of traditional games into on-chain experiences, with gameplay actions executed and recorded directly on blockchain infrastructure.

Unlike many that require users to interact with wallets, sign transactions, or manage Secret keys, Playnance is designed to abstract those elements away. Users onboard through familiar Web2-style flows, including standard account creation and logins, while blockchain execution happens in the background.

The company says this design choice was deliberate. Rather than targeting crypto-native users, Playnance built its systems around the assumption that most consumers do not want to learn new tooling just to participate in digital products.

All user activity across Playnance’s platforms is executed on-chain and remains non-custodial, according to the company, while shared wallet infrastructure allows users to move between products without repeating onboarding steps.

Investor Takeaway

Why operating quietly mattered

Playnance’s decision to remain out of the public spotlight runs counter to the typical playbook, where visibility often precedes product maturity. The company says it prioritized live operation, user behavior, and system stability over ahead marketing or token-driven growth.

That approach allowed Playnance to iterate based on real usage rather than speculative demand. According to the company, a majority of its active users onboard without external wallets or manual key management, yet still generate sustained on-chain activity.

This stands in contrast to earlier Web3 consumer projects that struggled to retain users once incentives faded or complexity became a barrier. By focusing on operational scale first, Playnance is positioning itself as infrastructure rather than a single consumer app.

CEO Pini Peter said the company delayed public announcements until it reached meaningful scale, describing the current reveal as a milestone rather than a launch.

Proof points across consumer platforms

Playnance currently operates several consumer-facing products that serve as testbeds for its infrastructure, including PlayW3 and Up vs Down. These platforms run on shared on-chain systems, allowing user identities and activity to persist across applications.

The company also confirmed that the ecosystem tied to G Coin is currently in pre-sale mode and available through its official website, though it has not positioned the announcement around token issuance.

What Playnance is emphasizing instead is throughput. Handling 1.5 million on-chain transactions per day places it among the higher-volume consumer-oriented blockchain platforms, particularly given its focus on non-crypto-native users.

Suggested visual: Diagram showing Playnance’s shared infrastructure connecting multiple games and consumer platforms.

Investor Takeaway

What this signals about Web3 adoption

Playnance’s emergence highlights a broader shift in the industry. As infrastructure matures, successful Web3 platforms are increasingly defined by how little users need to think about blockchain rather than how prominently it is featured.

The company says its roadmap will continue to be shaped by observed user behavior and platform performance, not speculative adoption models. That suggests a focus on incremental expansion rather than rapid, incentive-driven growth.

Whether this model scales beyond gaming remains an open question, but the approach aligns with a growing consensus: for Web3 to reach mainstream audiences, it must feel indistinguishable from Web2 at the point of use.

Playnance is entering the public conversation with working systems already in place. The next test will be whether its infrastructure-first strategy can maintain momentum as attention, scrutiny, and expectations increase.