A sustainable framework for Web3 games: insights from AppsFlyer’s Brian Murphy

Welcome to The Business of Games Podcast, brought to you by Xsolla.In this Extended Cut, host Lia Ballentine talks with Brian Murphy, Head of Gaming and GTM at AppsFlyer, about how the first wave of Web3 games went from hype to hard lessons and what a more practical, sustainable future might look like.A long-time gamer and early crypto adopter, Brian reflects on his journey from the early days of Ethereum to today’s more measured view of blockchain’s role in gaming. He explains how speculation and complexity slowed progress, and why the next generation of developers is focusing on making games fun first, with ownership and transparency built in.Across the discussion, Brian and Lia explore:Why early Web3 games struggled to retain playersHow “Web 2.5” models combine traditional and blockchain economiesLessons from Upland and Mythical GamesWhy having an in-game economist mattersThe challenges of measuring engagement in a decentralized worldHow simpler systems and interoperability could speed adoptionWhy major publishers may acquire Web3 studios to expand their reachWhether you’re curious about blockchain or already experimenting with it, this episode unpacks what’s real, what’s next, and how Web3 can find its footing in the business of games.For more insights and resources, visit xsolla.com/podcast. Want to join the conversation? Follow and comment on our LinkedIn page at The Business of Games Podcast. That’s where we’ll be sharing updates, highlights, and continuing the discussion. And don’t forget to subscribe, rate, review, and share the podcast with friends who want to learn more about the business of games.