The 2025 YGG Play Summit is underway in Manila, running November 19 to 22 at SM Aura in Bonifacio Global City. Day one featured a panel with Pixels CEO Luke Barwikowski, where he spoke openly about how the team is approaching product development and market growth.
Barwikowski said managing earnings in play-to-earn games is a balancing act. Most players push for higher rewards, but that has to be weighed against long-term business goals. He said Pixels has leaned on its community to find that balance and that feedback has played a big role in the team’s decisions.
When asked what trends he’s watching, Barwikowski said he’s paying more attention to Web2 models than other Web3 games. He referenced a traditional game company as one doing user engagement well. Pixels is working on something similar, with a new app coming that offers missions tied to games within its ecosystem. The goal is to give users targeted tasks and a reason to try other games.
To bring in more players, Barwikowski said they avoid mentioning crypto until users reach the point of cashing out. He said the crypto-native market is too small to support large-scale products. “We have to expand with normal Web2 UA strategies and bring that to Web3 to keep the industry alive,” he said.
Pixels Neon Zone Draws a Full Crowd
Pixels kicked off the summit with an official side event called Neon Zone on November 19. Held at Clubhouse at The Palace in Taguig, the party ran from 8 PM into the early morning. The event featured in-world games, exclusive merch, an open bar, and local DJ sets.
The party was styled after the Neon Zone area in Pixels and served as an IRL hangout for players and the community. Attendees were told to arrive early, and by nightfall, the space was full.