At India Blockchain Week (December 2–8, 2024), Indian gaming and esports company Nazara partnered with Singapore-based gaming platform Lysto to unveil The Growth Protocol, a new Layer 1 blockchain built specifically for marketing and growth applications. The blockchain is designed to bring decentralized technology into gaming and marketing, creating new value across both industries.
Lysto and Nazara Announce New L1 Blockchain
The Growth Protocol
The Growth Protocol is a joint venture between Nazara Technologies FZ LLE, a subsidiary of Nazara Technologies Limited, and Lysto. Nazara has established itself as a major force in Indian gaming and esports, consistently pushing to integrate emerging tech into gaming. Lysto operates as a comprehensive gaming platform, providing developers with playtesting, user acquisition, and retention tools.
Lysto's backers include venture capital firms like Hashed, SquarePeg, and Tiger Global, plus high-profile angel investors such as Balaji Srinivasan and Sandeep Nailwal. That kind of support signals serious confidence in leveraging blockchain for gaming innovation.
Nitish Mittersain, CEO and Joint Managing Director of Nazara, said the company is committed to exploring new tech: "We are very happy to innovate on new and upcoming technologies such as web3, VR, and AI, and look forward to integrating our games with relevant web3 technologies that can add value to our players."
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Transparency and growth
The Growth Protocol tackles marketing challenges by leaning into blockchain's core strengths: transparency, equity, and monetary incentivization. Developers and marketers can tap into decentralized tools that power loyalty programs and other growth strategies, driving engagement and creating tangible value.
The team launched a proof-of-concept loyalty application at the event to show what the blockchain can actually do. The demo highlighted practical uses for blockchain in game marketing, illustrating how these systems can improve user retention and participation.
Sadiq Ahamed Shaik, founder and CEO of Lysto, outlined the protocol's potential: "The Growth Protocol is a platform for developers and all marketing roles. Our team is working with developers to launch a series of growth applications on the L1 blockchain, empowering users through decentralization for marketing and growth initiatives."
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A step toward decentralized marketing
The Growth Protocol's launch represents a real move toward integrating blockchain with gaming and marketing. By building tools that serve both developers and marketers, the new L1 blockchain demonstrates how web3 tech can drive innovation, transparency, and user engagement in gaming.
As blockchain continues to mature, projects like The Growth Protocol could reshape how gaming companies think about growth and engagement, pushing the industry toward a more decentralized model.
