Imaginary Ones, a web3 entertainment and IP company, has built a portfolio of games and digital collectibles anchored by the $BUBBLE token. The token powers the in-game economy and rewards system across its titles.
The company's flagship mobile game, Bubble Rangers, recently crossed 2 million downloads worldwide. Here's what makes Imaginary Ones' games work, how the $BUBBLE token fits in, and why Bubble Rangers has gained traction in web3 mobile gaming.
2 million installs in year one
Bubble Rangers launched on iOS and Android late last year. The Singapore-based studio reports the game has hit 2 million installs, with 185,000 daily active users as of April 2024. Social engagement sits at 7.8 million across platforms like X. The player base skews younger: 90% are between 14 and 40, with the remaining 10% aged 40 to 60.
What Bubble Rangers actually is
Bubble Rangers is an endless runner with simple mechanics and family-friendly design. The game recently added Samsung-exclusive maps in partnership with Samsung Singapore, bringing new characters and perks like skins, gems, and invisibility shields.
The studio plans to reward early players with an airdrop of the upcoming $BUBBLE token. Co-founder Clement Chia clarified that all Imaginary Ones games, including Bubble Rangers, are free-to-play. NFT and blockchain features are optional.
How Imaginary Ones started
Imaginary Ones began with NFT sales. The company sold its first collection of bubbly character NFTs for over $10 million in under four minutes. A follow-up partnership with Hugo Boss produced 1,001 curated NFTs that sold out in 10 minutes. That partnership tested the blend of fashion and digital art, then set the stage for Imaginary Ones to expand into games and entertainment.
Co-founder Clement Chia (@Cmttat) is an animation artist who has worked with Samsung and L'Oreal. David Lee, co-founder of digital content platform OFFSET.SG, joined Chia to push Imaginary Ones beyond NFTs into a multi-game entertainment company.
NFTs to mobile games
After the initial NFT drops, Imaginary Ones released Imaginary Rides, a collection of 20,000 NFTs tied to a desktop racing game. That game logged 6 million plays in three weeks. The studio saw demand for casual, pick-up-and-play games that work for all ages, so it shifted focus to mobile.
Bubble Rangers soft-launched shortly after and pulled in 250,000 downloads within months. The company has announced six more games in development, all designed for accessible gameplay across age groups.
Blockchain integration without friction
Imaginary Ones integrates blockchain and NFTs into its games without forcing players to engage with crypto. The studio believes web3 gaming can drive mainstream adoption of blockchain technology by keeping gameplay simple and rewards optional. Partnerships with Hugo Boss and Samsung show the model can appeal to both crypto-native players and mainstream audiences.
Backing from Animoca Brands and Polygon
Imaginary Ones secured investment and a strategic partnership with Animoca Brands and Polygon Ventures. Earlier funding rounds included Dubai-based Cypher Capital, ED3N Ventures, and MH Ventures. The company also partnered with Immutable X.
Yat Siu, co-founder and executive chairman of Animoca Brands, said the investment follows the company's market optimization work with Imaginary Ones. He pointed to the Hugo Boss and Samsung collaborations as examples of the studio's approach to connecting web2 and web3 audiences.
Retail deals and NFT sales
Bubble Rangers has expanded into physical retail through a partnership with Timezone, a Singapore-based arcade chain. The company launched plushies across retail outlets in the region.
Imaginary Ones has moved over 17,000 Ethereum (roughly $37 million) in NFT sales volume on OpenSea. The studio plans to list the $BUBBLE token on multiple centralized exchanges later this year. Players will use the token to access features across the Imaginary Ones ecosystem.
What's next
Imaginary Ones is developing its token infrastructure, animated films, and additional games. The company continues to partner with established brands to expand its reach. For updates, follow the studio on X and Discord.
