Playnance has made its first public disclosure after several years of operating what it describes as a live Web2-to-Web3 gaming ecosystem at scale. The Tel Aviv–based company reported that it has been running on-chain consumer infrastructure designed to bring mainstream users into blockchain-powered gaming without requiring them to confront the technical complexity typically associated with Web3.
Founded in 2020, Playnance chose to focus on building and operating its technology before introducing itself publicly. The company indicated that its platforms currently process about 1.5 million on-chain transactions each day and support more than 10,000 daily active users. It also noted that most of these users come from non-crypto backgrounds, underscoring its emphasis on accessibility rather than crypto-native engagement.
This announcement arrives as the broader blockchain industry increasingly prioritizes practical adoption over experimental use cases, especially in consumer-facing sectors such as gaming.
Web2 Simplicity With Web3 Execution
At its core, Playnance positions itself as an infrastructure layer that enables traditional games to operate on blockchain rails. The platform integrates with more than 30 game studios and allows conventional games to be converted into on-chain experiences. Gameplay actions are executed and recorded directly on blockchain systems, even though users interact through familiar interfaces.
Unlike many Web3 gaming projects that require users to manage wallets, sign transactions, or handle private keys, Playnance was designed to hide those elements from the user experience. Players onboard through standard Web2-style account creation and login processes, while blockchain execution takes place in the background. The company explained that this approach was intentional and based on the assumption that most consumers are unwilling to learn new tools solely to access digital products.
According to Playnance, all user activity across its platforms is executed on-chain and remains non-custodial. A shared wallet infrastructure allows users to move between different products within the ecosystem without repeating onboarding steps, reinforcing continuity across applications.
Why Operating Quietly Was Strategic
Playnance’s decision to avoid early publicity contrasts with common Web3 strategies, where visibility often precedes product maturity. The company said it deliberately prioritized live operations, real user behavior, and system stability instead of early marketing or token-driven growth.
By operating quietly, Playnance was able to iterate based on actual usage rather than speculative demand. The company reported that most active users onboard without external wallets or manual key management, yet still generate consistent on-chain activity. This outcome differs from earlier Web3 consumer projects that struggled with retention once incentives declined or complexity discouraged continued use.
Leadership at Playnance indicated that the company delayed public announcements until it reached what it considered meaningful operational scale, framing the current disclosure as a milestone rather than a launch.
Products, Throughput, and Infrastructure Focus
Playnance currently operates several consumer-facing products that act as proving grounds for its infrastructure, including PlayW3 and Up vs Down. These platforms run on shared on-chain systems that allow user identities and activity to persist across applications.
The company also confirmed that an ecosystem associated with G Coin is in a pre-sale phase and available through its official channels, though it emphasized that the announcement is not centered on token issuance. Instead, Playnance has highlighted throughput as its primary metric of progress. Processing 1.5 million on-chain transactions per day places it among higher-volume consumer-focused blockchain platforms, particularly given its reliance on non-crypto-native users.
Implications for Web3 Adoption
Playnance’s emergence reflects a broader shift in how Web3 adoption is being measured. As infrastructure matures, successful platforms are increasingly defined by how little users need to think about blockchain rather than how visible it is. The company indicated that its roadmap will continue to be shaped by observed user behavior and platform performance, suggesting a preference for incremental expansion over rapid, incentive-driven growth.
Whether this infrastructure-first model can scale beyond gaming remains uncertain. However, it aligns with a growing industry view that Web3 must feel indistinguishable from Web2 at the point of use to reach mainstream audiences. With live systems already in operation, Playnance now faces the challenge of sustaining momentum as public attention and expectations increase.
