MySpace Co-Founders Launch New Social Gaming Venture, Plai Labs

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

MySpace Co-Founders Launch New Social Gaming Venture, Plai Labs
Plai Labs

Two leaders of Culver City-based mobile gaming outfit Jam City recently defected to start their own venture, a metaverse gaming studio by the name of Plai Labs.

Pronounced “play,” the Web3 gaming company is led by Jam City’s co-founders Chris DeWolfe and Aber Whitcomb.


DeWolfe previously held the role of CEO at Jam City, and Whitcomb was CTO. The two were responsible for kickstarting the rise of social networking when they launched MySpace together back in 2003, and ran the company for about six years before selling it to News Corp. for $580 million. Now, their latest venture is bringing together all the buzzwords the tech investing community loves to hear – Web3, generative AI, blockchain, gaming and NFTs.

The parting of ways with Jam City was amicable, both sides said. “As standalone businesses, each company is better positioned with enhanced flexibility to pursue avenues of growth,” Jam City’s new CEO Josh Yguado said in an email. “Chris is a serial entrepreneur who has been at the forefront of every evolution of the web, and I look forward to seeing how he and Aber shape Web3 with Plai Labs.”

In an interview with dot.LA, CEO DeWolfe said Plai Labs is the fourth startup he’s founded with Whitcomb, but the first that’s focused exclusively on Web3.

The company’s first product is a metaverse called Massina, which is home to its first blockchain game, “Champions Ascension.” The game, currently being built by a team of 50 people, is a massively multiplayer online role-playing game (MMORPG). With elements that remind of Activision Blizzard’s hit “World of Warcraft,” the game allows players to choose a variety of character classes and the ability to battle it out in a large-scale colosseum arena, go on quests, build and compete in custom dungeons and trade digital items.

What makes “Champions Ascension'' unique is that players can choose to own their characters in the form of an NFT. Plai Labs sold its first NFT batch in February 2022, and early adopters who bought the NFTs were granted access to a beta version of the game last September.

Referred to as “Champions,” the NFTs are currently selling on Opensea for as much as 55 ETH (over $90,000), but on average they mint for around .7 ETH (around $1,150). There’s also an NFT collection of pets for your Champion, which are cute alien-looking creatures that have their own unique skills and traits.

Right now, you have to own an NFT to participate in the game. Plai plans to offer more Champions in an auction next week with additional plans to open the platform up to players who are interested in experiencing the world without owning an NFT, spokesman Josh Brooks told dot.LA.

In addition, DeWolfe told dot.LA that the plan is for Plai to build out an artificial intelligence backed by generative AI (like ChatGPT or Midjourney) that allows users to create and upload their own digital assets to the game. “For example, their own dungeon crawling [and] their own characters within the games,” DeWolfe explained. “We kind of see our mission as reinventing social from the ground up… Instead of having this massive group of people creating content every day, it's a bit like MySpace, or like Roblox, where your community is creating content.”

Plai Labs is backed by Andreessen Horowitz (a16z), which led a $32 million seed round that closed Jan. 13. In a blog post, a16z investors Andrew Chen, Robin Guo and Arianna Simpson said they invested in the company because they “believe that the future of social networks begins with games.”

DeWolfe told dot.LA, “the investment from a16z validates our vision and validates everything that we've been working on for the last year and a half.”

Though it’s still early days for Plai and “Champions Ascension,” the Discord set up for early-adopting NFT buyers has over 230 users and the game’s YouTube page has nearly 7,900 subscribers.

“It's a big, audacious project but people are loving it. The retention for the folks that are in the world is off the charts,” DeWolfe said. “The folks that are in the world are also owners and the floor price of all the NFTs has gone up by 30%, versus the rest of the NFT world [where] there wasn't any real utility with those entities.”

DeWolfe drew a distinction between Plai Labs’ NFTs, which have a clear utility, and other NFT projects that have seen their worth wildly fluctuate because they don’t generate value from a specific use case.

That said, the gaming community remains divided on blockchain games, partly because it’s still a developing genre. Attempts by big studios like Square Enix, EA or Ubisoft to create play-to-earn games on the blockchain have been met with derision and dismissed as a cash-grab.

To that end, DeWolfe said he believes that his and Whitcomb’s track record of building quality titles at Jam City like “Cookie Jam” and “Harry Potter: Hogwarts Mystery,” along with their expertise in creating communities online will allow Plai Labs to sprint where others have stumbled. “Along the way we’ve learned a lot about social, gaming and Web3,” DeWolfe said. “It was always our thesis from the very beginning that Web3 had to deliver something that the previous web didn't, which was utility, ownership and portability.”

Editor’s note: Jam City and CEO Josh Yguado are investors in dot.LA.

https://twitter.com/samsonamore
samsonamore@dot.la

Subscribe to our newsletter to catch every headline.

The Impact of Authentic Storytelling. LA Latino/a Founders and Funders Tell All

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

The Impact of Authentic Storytelling. LA Latino/a Founders and Funders Tell All
Decerry Donato

As one of the most diverse cities in the world, Los Angeles is home to almost 5 million people who identify as Hispanic or Latinx. Yet, many feel they still lack representation in the city’s tech space.

“I can safely say that last year’s LA tech week hosted all of the events on the west side, and very few were focused on telling Latino and Latina entrepreneurial stories,” said Valeria Martinez, investor at VamosVentures. “We wanted to change that this year.”

Read moreShow less
LA Tech Week Day 3: Social Highlights
Evan Xie

L.A. Tech Week has brought venture capitalists, founders and entrepreneurs from around the world to the California coast. With so many tech nerds in one place, it's easy to laugh, joke and reminisce about the future of tech in SoCal.

Here's what people are saying about day three of L.A. Tech Week on social:

Read moreShow less

LA Tech Week: Female Founders Provide Insights Into Their Startup Journeys

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

LA Tech Week: Female Founders Provide Insights Into Their Startup Journeys
Decerry Donato

Women remain a minority among startup founders. According to Pitchbook, even though women-led startups in the United States received a record $20.8 billion in funding during the first half of 2022, U.S. companies with one or more female founders received less than 20% of total venture funding in 2022. U.S. companies solely led by female founders received less than 2% of the total funding.

The panel, titled Female Founders: Planning, Pivoting, Profiting, was moderated by NYU law professor Shivani Honwad and featured Anjali Kundra, co-founder of bar inventory software Partender; Montré Moore, co-founder of the Black-owned beauty startup AMP Beauty LA; Mia Pokriefka, co-founder and CEO of the interactive social media tool Huxly; and Sunny Wu, founder and CEO of fashion company LE ORA.

The panelists shared their advice and insights on starting and growing a business as a woman. They all acknowledged feeling pressure to not appear weak among peers, especially as a female founder. But this added weight only causes more stress that may lead to burnout.

“The mental health aspect of being a founder should not be overshadowed,” said Kundra, who realized this during the early stages of building her company with her brother..

Growing up in Silicon Valley, Kundra was surrounded by the startup culture where, “everyone is crushing it!” But she said that no one really opened up about the challenges of starting your own company. .

“Once you grow up as a founder in that environment, it's pretty toxic,” Kundra said. “I felt like I really wanted to be open and be able to go to our investors and tell them about challenges because businesses go up and down, markets go up and down and no company is perfect.”

Honwad, who advocates for women’s rights, emphasized the value of aligning yourself with people with similar values in the tech ecosystem. “[Those people] can make your life better not just from an investment and money standpoint, but also a personal standpoint, because life happens,” she said.

Moore, who unexpectedly lost one of her co-founders at AMP Beauty, said that entrepreneurs “really have to learn how to adapt to [their] circumstances.”

“She was young, healthy, vibrant and we've been sorority sisters and friends over the past decade,” she said about her co-founder Phyllicia Phillips, who passed away in February. “So it was just one of those moments where you have to take a pause.”

Moore said this experience forced her to ask for help, which many founders hesitate to do. She encouraged the audience to try and share their issues out loud with their teams because there are always people who will offer help. When Moore shared her concerns with her investors, they jumped in to support her in ways she didn’t think was possible.

Kundra said that while it is important to have a support group and listen to mentors, it is very important for entrepreneurs to follow their own thinking and pick and choose what they want to implement within their strategy. “At the end of the day, you really have to own your own decisions,” she said.

Kundra also said that while it is easy to turn to your colleagues and competitors and do what they are doing, you shouldn’t always follow them because every business is different.

“When I was in the heat of it, I kind of became [a part of] this echo chamber and that was really challenging for us,” Kundra added, “but we were able to move beyond it and figure out what worked for us [as a company] and we're still on a journey. You're always going to be figuring it out, so just know you're not alone.”

RELATEDEDITOR'S PICKS
LA TECH JOBS
interchangeLA
Trending