The video game industry is undergoing a transformation. Traditional monetization models are crumbling, giving way to new ecosystems driven by technology, creativity, and community participation. At the heart of this shift is Ultra, a pioneering platform that connects Web2 and Web3 without causing division. Gus van Rijckevorsel, CEO of Ultra, shares his vision in an exclusive interview with Cointribune. He discusses the launch of EMPIRES, the evolving role of players, and an economy where everyone can become a value creator. Here is how Ultra lays the foundation for a Web3 that is finally accessible, practical, and sustainable.
In Brief
- Ultra creates a smooth bridge between Web2 and Web3 without sacrificing user experience.
- Players become producers of value through AI, digital ownership, and a collaborative economy.
- With EMPIRES and Citadels, Ultra offers an ecosystem where playing, creating, and earning are interconnected.
An Industry in Transition: From Blockbusters to Micro-Studios
Gus van Rijckevorsel immediately draws a parallel between the film and video game industries. Large productions costing several hundred million coexist today with a boom in micro-studios. Like Danish series on Netflix, small innovative games are emerging alongside giants like GTA VI. The mid-range is disappearing: a game either aims for global blockbuster status or bets on agility, targeted quality, and rapid deployment.
Ultra does not position itself as the Netflix of Gaming in format, but in its ability to reinvent distribution and value creation. The goal: to give developers more freedom and offer players new ways to engage.
Player 3.0: Play, Watch, Create
The player is no longer just a gamer. Today, users play, watch, and create content. Each of these activities generates value. Viewers represent an economic pillar through advertising. Content creators leverage videos, comments, and mods. The player becomes a component of a new trinity shaping the gaming economy.
This change forces platforms and studios to rethink their models. You can no longer design a game without including the creators who enrich it, the viewers who amplify it, and the communities who adopt it.
The Mirage of Pure Web3 Gaming
Pure Web3 gaming still does not attract real gamers. As Gus says in the interview: “If you find a Web3 gamer, tell them to call me“. Web3 remains obsessed with monetization, while the majority of players seek fun, competition, or social interaction. Result: a small speculative bubble, self-referential, without a true gaming culture.
Ultra proposes a hybrid path. Web3 should not replace Web2 but augment it. It becomes an invisible layer that strengthens the experience without disrupting it.
Ultra, EMPIRES & Citadels: The Web2/Web3 Integration Model
The interconnection between Ultra, EMPIRES, and Citadels embodies this vision. Citadels is an ultra-realistic FPS meeting Web2 standards. Its economy relies on a deeply integrated Web3 layer: EMPIRES, where players produce resources (ore, weapons, land) then used by Citadels players, thus influencing the Web2 game economy. Meanwhile, Ultra orchestrates transactions, takes a commission, and ensures smooth operation of the whole.
For example: when a Citadels player dies and needs new equipment, they buy it through a traditional in-game shop, but this item was produced by an EMPIRES player.
One plays, the other profits.
A New Revenue Sharing Model
Traditionally, publishers captured most of the profits. Ultra reverses this logic. Web3 players, as owners or producers of digital assets, can now generate income. This opens the way to a participatory economy where studios no longer control the entire value chain.
Users can create weapons, develop environments, or extend gameplay. DevOps becomes collaborative, shared between developers and players. Welcome to the era of Open Source, community-driven, and economically virtuous gaming.
Artificial Intelligence: A Creative Catalyst
In this ecosystem, AI plays a key role. It lowers entry barriers, empowers non-technical creators, and accelerates content production. A player can now create a skin, write a story, or build an environment without mastering modeling or coding.
According to Gus, AI doesn’t provide solutions, it creates bridges between problems and ideas. With simple tools, anyone can bring complex concepts to life. Combined with Web3, AI becomes a powerful force to democratize creativity.
A Cultural and Generational Evolution
Video gaming is no longer a niche. Today, a father and son can play the same game, each in their own way. From Candy Crush to Counter-Strike, all genres are part of a shared cultural space. This democratization also transforms marketing. Brands can no longer ignore it.
Strategic partnerships, like those planned with Red Bull, illustrate this evolution. By combining emotion, storytelling, and gameplay mechanics, brands reach a wide, engaged, and multi-generational audience. Games become media, players targets, and the gaming economy extends to all sectors.
With EMPIRES, Ultra launches more than a game: a new way to conceive, produce, and experience gaming. By merging the power of Web2 and the potential of Web3, the platform offers a practical, inclusive, and sustainable model. Players are no longer mere participants: they become economic drivers. Thanks to AI and a participatory vision, Ultra redraws the sector’s boundaries. To be part of this revolution, visit Ultra.io, try EMPIRES, and discover what “playing together” means in the age of decentralized gaming. You can also follow @Ultra_io on X and listen to the full interview in French on Spotify, Deezer, Apple Podcast, Amazon Podcast… or in English with auto-generated subtitles on YouTube.
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