The most noteworthy direction next year is to comprehensively sort out the organizational structure of the game trade union.

Original title: "Conservation Painting in Game Guild: Variation of Ecosystem Behind Similar Projects"

Author: Aiko

Original compilation: Kxp, rhythmic BlockBeats

Recently, a large number of so-called "game guilds" have sprung up like mushrooms after rain and are considered to be comparable to YGG, but although they are all called guilds, their respective management and operation modes are quite different.

This paper will make a detailed analysis of YGG's internal operation mode, sort out the differences among various guilds, and predict the future market positioning of guilds. I hope this paper can bring some thoughts to Web 3 developers and investors.

First, the internal organizational structure of YGG.

(YGG vault +ygg supao)

1. 1 community management

Ygdao consists of apprentices, ambassadors and community operators.

Guild apprentices are generally composed of ordinary members of the community, but with the development of guild activities and game arenas, some advanced players will form special e-sports teams (I will introduce them in detail below), and ordinary players will learn game operation and mobile mining under the guidance of coaches. Ambassadors are mainly responsible for recruiting and training players in various regions, and club managers are mainly responsible for managing clubs according to rules and regulations, organizing various club activities and voting.

Different from the centralized management system, the Taoist Church requires its members to make positive contributions. Therefore, Tao generally has a clear reward system, which is called "upgrade system". Members can get rewards in the process of participating in four positions, namely: class leader, guild activities, tournaments and voting. Guild activities include regular competitions in the game and daily activities in the community, while tournaments refer to non-traditional large-scale competitions, and their reward targets include e-sports players, event organizers, hosts and so on.

Tao members who hold tokens not only enjoy the right of governance, but also benefit from commercial activities such as pledge and lease of game assets. If a member has joined the sub-track, he still needs to participate in the construction of the track, so he can enjoy the privilege of obtaining the sub-track token.

1.2 subchannel

Although Crypto has improved the accessibility of users around the world, due to language barriers, guild management cannot completely span multiple regions, which has given birth to the organizational form of sub-roads.

Sub-track belongs to YGD track, which is a branch of YGD track in some areas or large-scale game projects. Among them, YGGSEA is a sub-Dao focusing on the P2E game community in Southeast Asia. In addition to organizing community activities like the main road, SEA will also devote itself to the localization of trade unions and cross geographical and language barriers, thus creating value for the main road.

Each sub-channel is responsible for in-depth field recruitment and training of players, localization of games, and recruitment of talents to join the channel organization. Their work includes:

Organize activities in specific areas.

Operation and management of small teams

Adapt to the management methods in different regions and adjust the strategies in time.

Recruit and retain local talents (mainly those "ambitious and energetic young people")

Manage according to rules and regulations

Keep the income of members stable.

Encourage members to become "masters"

Contribute to the issuance of sub-Dao tokens in a specific area.

In order to ensure the player's game experience and collect constructive user feedback, each sub-channel will also do the following work:

A) Exchange popular game resources and information in different regions.

B) Quickly collect player information and feedback, and build a bridge between players and developers.

C) By holding local e-sports competitions, providing insurance or loans, etc., the players can get extra income.

1.3 YGG vault

The asset management department in Daodao is the Ministry of Finance, which is responsible for purchasing game assets, arranging asset allocation and publishing asset usage. Ygdao's assets include not only the funds raised in the early stage, but also the value-added benefits generated by interactive activities such as pledge and lease of game assets.

They will not only participate in the study of each game, but also teach ordinary players how to make money, and also evaluate the value of the game project in the early stage of seed investment.

1.4 YGG coin

YGG token is an index of all sub-channel tokens, which summarizes the usage of each sub-channel asset, the value and income of all NFT assets, and the increasing number of users. With the development of NFT game economy, NFT assets are continuously used for leasing and selling, and other forms of income (such as incubation or acquisition of airdrops) and e-sports income are obtained, which will have a multiplier effect on YGG value.

The value of YGG tokens comes from the ownership income of all its sub-tracks. The vault contains some assets (NFT and tokens) of each game in the sub-track, and the rest is earned by community members and put into the game. The ownership ratio of each tokenized DAO reflected by YGG token is:

A =% Axie child DAO (YGGAXS)+%Lok child Dao (ygglok)+...+%zed child DAO (YGGZED)

Second, the traditional guild VS password guild

2. 1 Relationship among players, guilds and developers

In traditional games, players want to win gold, but this behavior has been attacked by legal professionals, game developers and players.

Legally speaking, the current supervision of virtual assets needs to be strengthened. Gold diggers make large-scale transactions, but they are not subject to taxes. Automated robots produce too many game assets, which not only damages the game economy, but also infringes on the interests and intellectual property rights of game developers.

For game developers, although some mobile game manufacturers will cooperate with the guild to promote projects and increase the number of active users, it is more common for the development team to ban the accounts of plug-in users and gold users, because these people's gold-playing behavior has seriously affected the overall balance of the game, and may even cause damage to the game ecology.

In "diablo 3", gold users occupy all the game gold coins, which are seriously devalued, and ordinary players can no longer obtain game assets. Therefore, developers and manufacturers can only choose to ban accounts and restrict online advertising to reduce the exposure of the online black market.

In the eyes of ordinary players, users who play gold undermine the fairness of the game and experience, so they unite the whole community to launch a "cyber war" against users who play gold, such as interfering with or blocking accounts suspected of playing gold in the game.

2.2 Guild player's remuneration

The traditional game guild is called "sweatshop" because it has a long interest chain from gold diggers to factory owners, from factory owners to middlemen, from middlemen to plug-in producers, and finally to game managers, among which the interests of gold diggers are the most vulnerable to exploitation. In the early days of the development of the black industrial chain, some gold diggers tasted the sweetness of free games. As long as the factory provides accommodation, they don't need any salary.

However, the working environment at that time was actually quite bad. Around 2000, there were only about 3- 10 small gold miners in China, and the gold miners had to work shifts in the morning and evening. Before plug-ins appeared, there were more gold diggers than computers, and it took 24 hours to play games and play gold. Their dormitory is small and messy, with 8 to 10 people crowded together. There is no furniture in the dormitory except the computer.

They need to stare at the electronic screen 12 hours every day in a smoky room, doing extremely boring repetitive work, but the basic salary per month is only a mere 800 yuan RMB.

However, the emergence of YGG will change this situation. Guild members have governance tokens, which can be used to vote, suggest and participate in Taoist activities. Besides gamers, guild members can also play other roles in the community, such as community administrators, trainers and volunteers. Community members include both professional gamers and new players who come in with rewards, and everyone can gain something here.

2.3 Active secondary market

Crypto-related guilds have close cooperation with players and developers. On the one hand, the guild invests in the primary market to help the project make progress, thus increasing its own flow; On the other hand, the guild will also go deep into the game to recruit and train players, hold competitions and publicize the game, thus organically combining the player community with the game project.

The close combination of the interests of the three parties is inseparable from the active secondary market transactions. The pricing power and control of traditional games are in the hands of its officials, while players, as consumers, cannot own the assets in the game. However, when the game is combined with NFT and password, everything becomes different. At this time, anyone can be a buyer or a seller and manage their own assets in the secondary market.

User content generation tools in many games encourage people to use their imagination to create innovative content besides official game content. In the secondary market, players can independently and freely evaluate NFT and give it liquidity.

Early gamers will become core participants, and thus get game rewards and become long-term users of the project, while new gamers can also participate in the game by buying avatars or goods.

Third, the market positioning of guilds.

In the ecosystem, there are three elements directly related to YGG: seed investment, secondary market (purchasing NFT assets) and bounty program (training players and managing player communities). It is better to regard YGG as an investment institution focusing on encryption and NFT games than as a game guild. YGG has a very close relationship with both players and developers. YGG can not only provide financial support for the project, but also help in project guidance and community contribution.

So, what will the future guild look like?

The evaluation standard of the guild changed from the accumulation of personal income to the financial performance of the company's balance sheet.

3. 1 distribution channel

Although web3 allows people to publish their own projects, they also need endorsements to make these projects known, and the guild is definitely one of the means.

YGG will follow these three criteria when choosing games: NFT assets on the game land, tokens issued in the game, P2E mechanism such as PVP, and token pledge reward mechanism in the game. In other words, the game invested by YGG has an ecosystem design that can be applied to P2E mode and can also compete with the core gameplay. It can be predicted that when the guild evaluates the investment value and playability of the promoted games reliably and publicizes them on social platforms, it will become a distribution channel.

3.2 Organizers of e-sports tournaments

The guild will play the role of sponsor in the global e-sports competition, responsible for planning, organizing and spreading, and establishing the connection between social platforms, players and arenas. The competition of password games is still in the regular season, and the commercial value of e-sports games has not been fully exerted, because there is no strong competitor of password games so far. Once FPS and MOBA are developed, the sub-channel will be popularized all over the world, and the guild will become the best organization of the e-sports game team and launch the global e-sports championship.

3.3 Dispute Mediator

In the process of game operation, the modification of state points or mechanisms will often bring different experiences to players. Because specific sub-channels in the guild can establish formal communication with developers, the situation that players can only vent their dissatisfaction on official questionnaires and social media in traditional games will soon be improved.

Some restrictions set by the government to protect the balance of the ecosystem in the game have also affected a large number of innocent players, so the guild can organize voting and negotiate with the game office to resolve conflicts. Guild can also appropriately restrict some game behaviors of players. Players must abide by certain rules when using guild assets to play games, so that they will not be banned because of excessive production of gold coins and abuse of accounts.

3.4 Professional Game Family

With the continuous refinement of game props, players can form different families according to their game preferences and skills, and can also form different sub-channels in the guild. For example, YGG is a comprehensive venture capital institution with multi-type game investment, while Guild B focuses on professional video games, and Guild C is committed to providing guidance for the transformation of traditional players.

Fourth, other encrypted game associations.

Most password game guilds will provide game guidance and reward services for players, and some of them exist in the form of DAO or distribution platform. However, few guilds can completely copy the internal operation mode of YGG. Therefore, due to the short development time and insufficient resources, most guilds will only specialize in one direction.

4. 1 Guild with mature organizational structure: merit circle

The internal structure of merit circle is basically the same as YGG, which is divided into main knife and auxiliary knife. There are two mature game auxiliary knives, A Xie and Vulcan Forging. Their asset ownership and income distribution are even more detailed than YGG's announcement.

Referring to the reward distribution method of the vault, the merit circle customized different pools of funds for different game mechanisms, and took the mature Axie Infinity as an example. In addition, Gongde Circle also participated in various game projects, acquired the plot of "Big Times" (the future operation plan has not yet been announced), and invested in it in the early days of Cyball, forming a strategic cooperative relationship.

Merit circle handbook

4.2 incubator: GuildFi

GuildFi has an internal organizational structure similar to YGG's treasury and road governance. They invested in some games in the early stage and turned themselves into a game incubator and game startup company.

More notably, they intend to establish a closer relationship between players and games by recruiting sub-guilds and introducing game proof mechanism.

Instead of monitoring players, they choose to include informal local guilds by providing members and organizational support, thus effectively expanding their influence and the reserve force of players. In addition, the game certification and reward system has also inspired some individual players or asset owners. They may have been too busy before, and they didn't have time to participate in Taoist activities or volunteer work. They just occasionally played games to collect some game items. But now with this reward system, the game will give them more rights and experience. Even individual players without any reward plan can get extra rewards by upgrading their levels.

Even for those players who don't need to make money through the game, the sense of accomplishment brought by this lifelong player certification can make them want to continue playing.

Gilfies White Paper

4.3 Lease Agreement: Meta Game Association

The description of MGG token usage in the white paper is very limited, because the introduction of Axie Infinity and YGG takes up too much space. Although it is strange to promote yourself with other successful projects, Metagame Guild's lease agreement is really impressive.

In addition to purchasing a large number of NFT game assets in various projects, MGG Road also encourages contributors to lend their idle assets to the vault to ensure the sustainability and steady growth of the vault, and contributors or lenders will receive corresponding deposit income. Through this loan agreement, MGG is more like a lending platform, and its target users are those who own game assets but are too busy or unable to maximize their NFT income.

4.4 Family: CGU

Some guilds don't want to develop their power in the game industry or cooperate with game projects. They just want to hire players from all over the world. Cryptographic Game Consortium (CGU) is one of them. They set no standards in choosing games, focusing on Axie Infinity instead of acquiring other game assets.

Although there are now more than 20 sub-communities in different countries and the number of Discord users reaches 90,000, only 5,000 of them can earn income through CGU's bounty.

They also have the structural design of the main road and the sub-road in the white paper, but at present there is no signal that they are operating other game incubators or collecting other assets outside Axie Infinity, so this organizational form of the road will not affect the vault of the sub-road.

CGU website

4.5 platform: GameFi

In my opinion, GameFi is a platform, not a player organization. It is a Steam version of the guild, emphasizing the mutual cooperation and public display of game items, and not deliberately dividing players into different families.

GameFi is a full-service GameFi center for game studios, gamers, projects and investors. It is aimed at games on BSC and polygonal networks, and it is also the first market that allows in-game items and NFT to be traded across games. GameFi's ecosystem consists of Golden Alliance, Game Distribution (IGO), Game Aggregator (exhibition and demonstration portal), asset trading and incubator.

GameFi website

5. As an investor, how to distinguish different guilds?

5. 1 game cognition

At present, some guilds are trying to expand their partnership network, but as long as we carefully observe these projects, we will find that many games are actually played in different ways. From the point of view of gameplay, some of these games are not competitive and playable at all, and are purely digital gambling. Although these projects are very common in GameFi, after several crashes, some players have realized that if a game has no core gameplay to retain core players and attract reinvestment, the liquidity of game tokens will eventually dry up.

Take Splinterlands as an example, its daily user activity is much higher than Axie Infinity's, but in the past month, its NFT transaction volume is less than Axie Infinity's1100. If there are restricted transactions and a large number of wallet login addresses in the game, how to ensure that the players in the game are real people rather than robots?

Although there are still doubts about these user data, there are still some guilds promoting Splinterland.

The number of daily active users of the game on Dappradar in the past 30 days.

NFT transaction data of Axie Infinity in the past 30 days on Dappradar.

NFT transaction data of Axie Infinity in the past 30 days on Dappradar.

5.2 Comparative advantages of user groups

Guild participants have obvious regional cluster effect. For example, YGG Sea occupied the Southeast Asian market during the epidemic, when people lost their jobs, so they had more spare time to learn how to make a living by playing games. Southeast Asia has a large population base, low average wage, relatively popular mobile devices and high user acceptance. Under the comprehensive effect of these factors, YGG succeeded. If you have adaptable game resources and user groups, the same thing can be staged in South America, Africa and parts of East Asia.

Due to the limitation of culture and language, most local game users only play a certain game through the recommendation of local KOL or the introduction of friends, so for the guild, occupying the user market will soon be put on the agenda.

On this basis, most YGG users are concentrated in Southeast Asia (mainly in the Philippines), while GuildFi users are mainly distributed in Thailand, both of which have their own geographical advantages and independent user markets.

The merit circle may not be as accessible to users as the local guilds in developing countries, but it still has the first-Mover advantage and rich experience in sub-channel operation. The founder of CGU is from Australia, but its users are distributed all over the world, so its localization efficiency will be greatly reduced, and it needs the assistance of a large number of localization teams. However, a distribution platform like GameFi is likely to break through geographical and cultural barriers and further expand its online community.

In addition, the guild should constantly enrich its own game resources, because if there is only one game, the diversified development of the player ecosystem will be greatly limited. Therefore, it is unreasonable for the guild not to let most members, even all players, play Axie Infinity.

Abstract of intransitive verbs

The birth of YGG was not accidental. Its co-founder Gabby is a game developer. He founded his own mobile game company Altitude Games in 20 14, and then began to study how to avoid the negative impact of smart contracts and Crypto on the game industry. Such founders who have profound insights into the game industry and password market have become scarce resources for many emerging guilds.