How did the Web3 Nintendo TreasureDAO end up failing?

By: blockbeats|2025/04/04 10:30:03
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On January 6, 2022, TreasureDAO's official Twitter account made a grand declaration, "The Nintendo of Web3, will be a DAO."

How did the Web3 Nintendo TreasureDAO end up failing?

On April 3, 2025, TreasureDAO released a nearly 15-minute video titled "TreasureDAO's Next Chapter," announcing the full termination of the game publishing stack and game distribution in favor of transitioning to AI.

After waiting for 3 years, they never truly achieved their own "Nintendo". How did TreasureDAO, once thriving, end up in such desolation?

Origin

Treasure was founded in September 2021 by John Patten (@smoldev__) and yyyy (@0xyyyy). It initially appeared as a derivative of the Loot project. Loot NFTs were generated with randomly named weapon equipment, such as the "Dragon's Crown" and "Silver Ring" shown in the image below.

The once unintelligible Loot NFTs made people wonder, "Is this English word made of gold?"

Inspired by Loot, John Patten and yyyy believed that since randomly generating NFTs with weapon equipment names was a brilliant idea, wouldn't it be interesting to randomly generate NFTs with names of common RPG game treasures like "Diamond" and "Jade"? Hence, the following "Treasure Bag" was created.

Soon, they established a staking website where users could stake NFTs including $AGLD, Loot, Treasure, and other projects to receive $MAGIC tokens and Legion NFTs from the Bridgeworld game.

According to a tweet by @arius_xyz published on September 8, 2021, staking a "Treasure Bag" NFT would allow you to receive 3600 $MAGIC within 30 days. The highest historical price of $MAGIC was $6, meaning that staking a "Treasure Bag" NFT at that time for 30 days would turn into $21,600 six months later.

Aligned with Loot's vision at the time, Treasure aimed to build a bottom-up on-chain gaming world. As each of the 8 assets in each "Treasure Bag" was further broken down into NFTs, the number of staking transactions surged, and the congested Ethereum mainnet made the gas fees for these operations unbearable. Considering the poor player experience and the anticipated high volume of transactions once the game was released, Treasure made the decision to migrate to Arbitrum. TreasureDAO was also formally established to drive this grand vision.

At that time, there was no NFT marketplace supporting Arbitrum, as Arbitrum itself was also nascent. Consequently, TreasureDAO's NFT marketplace was also launched. This NFT marketplace later evolved into Trove, and for a considerable period, it stood as the undisputed representative of Arbitrum NFTs.

Brilliance

Back then, the Treasure team's understanding of leveraging NFTs and gamification to create the latest DeFi narrative was cutting-edge. Even now, if you revisit TreasureDAO's Medium, I bet you will marvel at how well they can tell a story. "Liquidity is weather, liquidity is time, liquidity is a measure of spatial scope" — this metaphor will forever remain on my CoinDesk President Mount Rushmore of Quotes.

They not only talk the talk but also walk the walk. The speed at which TreasureDAO was progressing at the time was not only remarkable within the Loot ecosystem but also across the entire crypto space. Within just one month of the project launch, they had completed asset breakdowns, asset animation production, cross-chain asset operations, and notably announced the integration of a new game called "Life." This was the first community-led project within the Treasure ecosystem but not developed by the team. The gaming concept at the time led me to unhesitatingly join the Chinese whitepaper translation work organized by @GavinGPT, who even personally funded rewards for all translators.

Throughout evolution, individuals exhibit new traits and undergo age-related changes. They go to school, fall in love, pursue careers, experience many uniquely personal successes and disappointments, and eventually die.
Life is a long, experiential board game. It was meant to be an emotional experience. NFTs breed like people, not like hamsters. Their lifespans are limited but extraordinary, just like our own.

Co-founder John Patten said when he wanted to create an NFT project called Smol Brains, many people didn't understand and thought it would dilute the value of $MAGIC. However, Smol Brains later became the flagship NFT series on Arbitrum. It was the most successful narrative GameFi series at the time. What struck me the most was when the storyline progressed to the point where the island where the Smol Brains lived was about to sink, the Smol Brains holders had to decide whether to board a rocket to the moon for survival. To build a rocket, Smol Brains had to achieve a certain IQ value through staking. At that time, Smol Brains were already priced out of my range, but I watched closely every day—what would happen to the Smol Brains with insufficient IQ? Would they be destroyed?

Smol Brain was a Free Mint project. At its price peak, holding a Smol Brains from start to finish could earn you $100,000 when converted to $MAGIC. On the other hand, the flagship project of the TreasureDAO ecosystem, Bridgeworld's Legion NFT, had a floor price of 20 ETH at its peak, during the era when ETH had proud diamond hands.

Prior to Treasure, Arbitrum's daily NFT trading volume was less than 1 ETH. Since the launch of the NFT marketplace on November 13, 2021, in just 7 months, it has achieved a trading volume of over $285 million. At the beginning of 2022, Treasure's marketplace was the second-highest-grossing NFT marketplace globally, with just the Bridgeworld and Smol Brains series accounting for 10% of the total OpenSea trading volume.

By the end of February 2022, $MAGIC's price reached a historical high of $6.

Twilight

All good things must come to an end. After reaching a peak of $6, the price of $MAGIC has been on a steady decline. By May 2022, $MAGIC's price had dropped below $1, reaching a low of under $0.3. Although there was a rebound to around $2 in early 2023, $MAGIC has never returned to even half of its previous all-time high since the peak.

Nevertheless, games within the ecosystem have been steadily advancing, with an increasing number of games choosing to join the TreasureDAO ecosystem. The most famous among them is "The Beacon," which surged in popularity towards the end of 2022, marking what I see as the final glory of TreasureDAO.

Due to the long development time and high difficulty of game development, a significant portion of games within the ecosystem ended up abandoned, such as the previously mentioned "Life," and "Battlefly," which was once an NFT selling for a four-digit USD price.

Apart from the market attention sparked by this significant shift in development direction, the last time TreasureDAO was in the spotlight was when Shaw's AI concept gained fame. Shaw was originally a developer within the TreasureDAO ecosystem, responsible for the AI game project "Smol World" under Smol Brains. The vision of Smol World was for each Smol Brains to act as an AI Agent in an on-chain game, where they could steal each other's assets through PvP, all while integrating the game itself with the Eliza framework. Back then, buoyed by this positive development, Smol Brains surged fourfold in value.

Questioning

Such a major strategic development shift announced abruptly in such a weak market environment naturally raised numerous questions.

Chinese community influencer BlueFox, who was once a supporter of TreasureDAO, commented on John Patten's tweet, asking, "Why now? Why not earlier?"

This is also my question. When the AI concept was at its peak hype last year, TreasureDAO did receive market attention. Why did they not pivot at that time and instead wait until now?

In a video, John Patten mentioned, "This transformation is not by choice but out of necessity for survival. Even with financial health, this is the most sensible choice." According to his disclosure, considering expenditure based on the USDC rate and the stablecoins held, the remaining operational funds of TreasureDAO can only sustain operations until July 2025.

Currently, the TreasureDAO treasury holds $2.4 million in stablecoins to support infrastructure and Bridgeworld game development. Additionally, Flowdesk (TreasureDAO's liquidity provider) holds around $1.49 million in assets, with $0.786 million of assets idle and available for withdrawal. If the DAO agrees to a proposal to withdraw this portion of the funds, the stablecoin assets will increase to $3.2 million.

The treasury also holds 22.3 million MAGIC tokens, currently valued at around $2.3 million. Grants distributed to ecosystem game projects are priced in USD but actually paid out in $MAGIC, calculated based on the average price at the time of distribution. With the devaluation of $MAGIC, the actual amount of $MAGIC required has significantly increased, greatly reducing TreasureDAO's ability to fulfill.

Well, for this nail-biting situation, it seems it can also be explained by "decision-making errors and failure to pivot in time." However, the financial expenditure of TreasureDAO has also left some players puzzled—after all, isn't the developed game a AAA title? Is it really necessary to burn through so much money?

Still based on John Patten's disclosure, TreasureDAO's annual personnel expenses are around $6.1 million, with annual operating costs of around $3 million, and the team size once approached 40 people. When I asked ChatGPT to help me find a traditional game company with annual operating costs of around $10 million, the answer ChatGPT provided was an American game company, Telltale Games, which had once produced "The Walking Dead" and had an employee count of about 90 people.

Arbitrum official Nina Rong also commented on TreasureDAO's financial difficulties:

Has TreasureDAO moved funds to zkSync? Yes, they have, but they are also burning through them. A grant from Zk Foundation totaling about $1.1 million, half of which has been committed to the game project and will unlock over two years. The fixed annual operating cost of running the Treasure Chain is $0.45 million (priced in USDC), and even with the planned unlocks, Treasure Chain would still lose $0.175 million annually.

Conclusion

The dilemma faced by TreasureDAO may be the same dilemma faced by all projects in the crypto space. It's difficult to blame them for expanding outward when they had surplus at home, but they tightened their belts way too late. This unexpected announcement caused a drop in $MAGIC's price, undoubtedly making a bad situation worse.

Currently, TreasureDAO has laid off 15 employees, completely terminated its game publishing stack and game distribution, communicated with game partners to cancel remaining grants, reduced its annual spending from $7.5 million to $3.8 million, and plans to further reduce it to $3 million in the next few months.

However, John Patten also emphasized that if $MAGIC experiences a significant devaluation after the announcement and fails to recover, TreasureDAO will struggle to survive until 2026.

He proposed that TreasureDAO undergo strategic contraction, focusing on four areas: the NFT market, Bridgeworld, Smol World, and AI Agent. Multiple governance proposals are also forthcoming, including allocating a liquidation fee, withdrawing idle assets from the liquidity provider Flowdesk, confirming new product directions, and shutting down Treasure Chain.

TreasureDAO will still create games, but the vision of being the "Web3 Nintendo" has been completely erased. Facing survival, they are no longer able to pursue their former ideals.

This ideal was not only theirs, but once belonged to the entire Web3 community. Whether as project leaders like them or as Web3 users like us, perhaps we have never lost our ideals, but maybe we all feel the melancholy of shattered ideals.

An era has come to an end.

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China's Central Bank and Eight Other Departments' Latest Regulatory Focus: Key Attention to RWA Tokenized Asset Risk


Foreword: Today, the People's Bank of China's website published the "Notice of the People's Bank of China, National Development and Reform Commission, Ministry of Industry and Information Technology, Ministry of Public Security, State Administration for Market Regulation, China Banking and Insurance Regulatory Commission, China Securities Regulatory Commission, State Administration of Foreign Exchange on Further Preventing and Dealing with Risks Related to Virtual Currency and Others (Yinfa [2026] No. 42)", the latest regulatory requirements from the eight departments including the central bank, which are basically consistent with the regulatory requirements of recent years. The main focus of the regulation is on speculative activities such as virtual currency trading, exchanges, ICOs, overseas platform services, and this time, regulatory oversight of RWA has been added, explicitly prohibiting RWA tokenization, stablecoins (especially those pegged to the RMB). The following is the full text:


To the people's governments of all provinces, autonomous regions, and municipalities directly under the Central Government, the Xinjiang Production and Construction Corps:


  Recently, there have been speculative activities related to virtual currency and Real-World Assets (RWA) tokenization, disrupting the economic and financial order and jeopardizing the property security of the people. In order to further prevent and address the risks related to virtual currency and Real-World Assets tokenization, effectively safeguard national security and social stability, in accordance with the "Law of the People's Republic of China on the People's Bank of China," "Law of the People's Republic of China on Commercial Banks," "Securities Law of the People's Republic of China," "Law of the People's Republic of China on Securities Investment Funds," "Law of the People's Republic of China on Futures and Derivatives," "Cybersecurity Law of the People's Republic of China," "Regulations of the People's Republic of China on the Administration of Renminbi," "Regulations on Prevention and Disposal of Illegal Fundraising," "Regulations of the People's Republic of China on Foreign Exchange Administration," "Telecommunications Regulations of the People's Republic of China," and other provisions, after reaching consensus with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, and with the approval of the State Council, the relevant matters are notified as follows:


  I. Clarify the essential attributes of virtual currency, Real-World Assets tokenization, and related business activities


  (I) Virtual currency does not possess the legal status equivalent to fiat currency. Virtual currencies such as Bitcoin, Ether, Tether, etc., have the main characteristics of being issued by non-monetary authorities, using encryption technology and distributed ledger or similar technology, existing in digital form, etc. They do not have legal tender status, should not and cannot be circulated and used as currency in the market.


  The business activities related to virtual currency are classified as illegal financial activities. The exchange of fiat currency and virtual currency within the territory, exchange of virtual currencies, acting as a central counterparty in buying and selling virtual currencies, providing information intermediary and pricing services for virtual currency transactions, token issuance financing, and trading of virtual currency-related financial products, etc., fall under illegal financial activities, such as suspected illegal issuance of token vouchers, unauthorized public issuance of securities, illegal operation of securities and futures business, illegal fundraising, etc., are strictly prohibited across the board and resolutely banned in accordance with the law. Overseas entities and individuals are not allowed to provide virtual currency-related services to domestic entities in any form.


  A stablecoin pegged to a fiat currency indirectly fulfills some functions of the fiat currency in circulation. Without the consent of relevant authorities in accordance with the law and regulations, any domestic or foreign entity or individual is not allowed to issue a RMB-pegged stablecoin overseas.


(II)Tokenization of Real-World Assets refers to the use of encryption technology and distributed ledger or similar technologies to transform ownership rights, income rights, etc., of assets into tokens (tokens) or other interests or bond certificates with token (token) characteristics, and carry out issuance and trading activities.


  Engaging in the tokenization of real-world assets domestically, as well as providing related intermediary, information technology services, etc., which are suspected of illegal issuance of token vouchers, unauthorized public offering of securities, illegal operation of securities and futures business, illegal fundraising, and other illegal financial activities, shall be prohibited; except for relevant business activities carried out with the approval of the competent authorities in accordance with the law and regulations and relying on specific financial infrastructures. Overseas entities and individuals are not allowed to illegally provide services related to the tokenization of real-world assets to domestic entities in any form.


  II. Sound Work Mechanism


  (III) Inter-agency Coordination. The People's Bank of China, together with the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Public Security, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, the State Administration of Foreign Exchange, and other departments, will improve the work mechanism, strengthen coordination with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, coordinate efforts, and overall guide regions to carry out risk prevention and disposal of virtual currency-related illegal financial activities.


  The China Securities Regulatory Commission, together with the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Public Security, the People's Bank of China, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the State Administration of Foreign Exchange, and other departments, will improve the work mechanism, strengthen coordination with the Cyberspace Administration of China, the Supreme People's Court, and the Supreme People's Procuratorate, coordinate efforts, and overall guide regions to carry out risk prevention and disposal of illegal financial activities related to the tokenization of real-world assets.


  (IV) Strengthening Local Implementation. The people's governments at the provincial level are overall responsible for the prevention and disposal of risks related to virtual currencies and the tokenization of real-world assets in their respective administrative regions. The specific leading department is the local financial regulatory department, with participation from branches and dispatched institutions of the State Council's financial regulatory department, telecommunications regulators, public security, market supervision, and other departments, in coordination with cyberspace departments, courts, and procuratorates, to improve the normalization of the work mechanism, effectively connect with the relevant work mechanisms of central departments, form a cooperative and coordinated working pattern between central and local governments, effectively prevent and properly handle risks related to virtual currencies and the tokenization of real-world assets, and maintain economic and financial order and social stability.


  III. Strengthened Risk Monitoring, Prevention, and Disposal


  (5) Enhanced Risk Monitoring. The People's Bank of China, China Securities Regulatory Commission, National Development and Reform Commission, Ministry of Industry and Information Technology, Ministry of Public Security, State Administration of Foreign Exchange, Cyberspace Administration of China, and other departments continue to improve monitoring techniques and system support, enhance cross-departmental data analysis and sharing, establish sound information sharing and cross-validation mechanisms, promptly grasp the risk situation of activities related to virtual currency and real-world asset tokenization. Local governments at all levels give full play to the role of local monitoring and early warning mechanisms. Local financial regulatory authorities, together with branches and agencies of the State Council's financial regulatory authorities, as well as departments of cyberspace and public security, ensure effective connection between online monitoring, offline investigation, and fund tracking, efficiently and accurately identify activities related to virtual currency and real-world asset tokenization, promptly share risk information, improve early warning information dissemination, verification, and rapid response mechanisms.


  (6) Strengthened Oversight of Financial Institutions, Intermediaries, and Technology Service Providers. Financial institutions (including non-bank payment institutions) are prohibited from providing account opening, fund transfer, and clearing services for virtual currency-related business activities, issuing and selling financial products related to virtual currency, including virtual currency and related financial products in the scope of collateral, conducting insurance business related to virtual currency, or including virtual currency in the scope of insurance liability. Financial institutions (including non-bank payment institutions) are prohibited from providing custody, clearing, and settlement services for unauthorized real-world asset tokenization-related business and related financial products. Relevant intermediary institutions and information technology service providers are prohibited from providing intermediary, technical, or other services for unauthorized real-world asset tokenization-related businesses and related financial products.


  (7) Enhanced Management of Internet Information Content and Access. Internet enterprises are prohibited from providing online business venues, commercial displays, marketing, advertising, or paid traffic diversion services for virtual currency and real-world asset tokenization-related business activities. Upon discovering clues of illegal activities, they should promptly report to relevant departments and provide technical support and assistance for related investigations and inquiries. Based on the clues transferred by the financial regulatory authorities, the cyberspace administration, telecommunications authorities, and public security departments should promptly close and deal with websites, mobile applications (including mini-programs), and public accounts engaged in virtual currency and real-world asset tokenization-related business activities in accordance with the law.


  (8) Strengthened Entity Registration and Advertisement Management. Market supervision departments strengthen entity registration and management, and enterprise and individual business registrations must not contain terms such as "virtual currency," "virtual asset," "cryptocurrency," "crypto asset," "stablecoin," "real-world asset tokenization," or "RWA" in their names or business scopes. Market supervision departments, together with financial regulatory authorities, legally enhance the supervision of advertisements related to virtual currency and real-world asset tokenization, promptly investigating and handling relevant illegal advertisements.


  (IX) Continued Rectification of Virtual Currency Mining Activities. The National Development and Reform Commission, together with relevant departments, strictly controls virtual currency mining activities, continuously promotes the rectification of virtual currency mining activities. The people's governments of various provinces take overall responsibility for the rectification of "mining" within their respective administrative regions. In accordance with the requirements of the National Development and Reform Commission and other departments in the "Notice on the Rectification of Virtual Currency Mining Activities" (NDRC Energy-saving Building [2021] No. 1283) and the provisions of the "Guidance Catalog for Industrial Structure Adjustment (2024 Edition)," a comprehensive review, investigation, and closure of existing virtual currency mining projects are conducted, new mining projects are strictly prohibited, and mining machine production enterprises are strictly prohibited from providing mining machine sales and other services within the country.


  (X) Severe Crackdown on Related Illegal Financial Activities. Upon discovering clues to illegal financial activities related to virtual currency and the tokenization of real-world assets, local financial regulatory authorities, branches of the State Council's financial regulatory authorities, and other relevant departments promptly investigate, determine, and properly handle the issues in accordance with the law, and seriously hold the relevant entities and individuals legally responsible. Those suspected of crimes are transferred to the judicial authorities for processing according to the law.


 (XI) Severe Crackdown on Related Illegal and Criminal Activities. The Ministry of Public Security, the People's Bank of China, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, as well as judicial and procuratorial organs, in accordance with their respective responsibilities, rigorously crack down on illegal and criminal activities related to virtual currency, the tokenization of real-world assets, such as fraud, money laundering, illegal business operations, pyramid schemes, illegal fundraising, and other illegal and criminal activities carried out under the guise of virtual currency, the tokenization of real-world assets, etc.


  (XII) Strengthen Industry Self-discipline. Relevant industry associations should enhance membership management and policy advocacy, based on their own responsibilities, advocate and urge member units to resist illegal financial activities related to virtual currency and the tokenization of real-world assets. Member units that violate regulatory policies and industry self-discipline rules are to be disciplined in accordance with relevant self-regulatory management regulations. By leveraging various industry infrastructure, conduct risk monitoring related to virtual currency, the tokenization of real-world assets, and promptly transfer issue clues to relevant departments.


  IV. Strict Supervision of Domestic Entities Engaging in Overseas Business Activities


(XIII) Without the approval of relevant departments in accordance with the law and regulations, domestic entities and foreign entities controlled by them may not issue virtual currency overseas.


  (XIV) Domestic entities engaging directly or indirectly in overseas external debt-based tokenization of real-world assets, or conducting asset securitization activities abroad based on domestic ownership rights, income rights, etc. (hereinafter referred to as domestic equity), should be strictly regulated in accordance with the principles of "same business, same risk, same rules." The National Development and Reform Commission, the China Securities Regulatory Commission, the State Administration of Foreign Exchange, and other relevant departments regulate it according to their respective responsibilities. For other forms of overseas real-world asset tokenization activities based on domestic equity by domestic entities, the China Securities Regulatory Commission, together with relevant departments, supervise according to their division of responsibilities. Without the consent and filing of relevant departments, no unit or individual may engage in the above-mentioned business.


  (15) Overseas subsidiaries and branches of domestic financial institutions providing Real World Asset Tokenization-related services overseas shall do so legally and prudently. They shall have professional personnel and systems in place to effectively mitigate business risks, strictly implement customer onboarding, suitability management, anti-money laundering requirements, and incorporate them into the domestic financial institutions' compliance and risk management system. Intermediaries and information technology service providers offering Real World Asset Tokenization services abroad based on domestic equity or conducting Real World Asset Tokenization business in the form of overseas debt for domestic entities directly or indirectly venturing abroad must strictly comply with relevant laws and regulations. They should establish and improve relevant compliance and internal control systems in accordance with relevant normative requirements, strengthen business and risk control, and report the business developments to the relevant regulatory authorities for approval or filing.


  V. Strengthen Organizational Implementation


  (16) Strengthen organizational leadership and overall coordination. All departments and regions should attach great importance to the prevention of risks related to virtual currencies and Real World Asset Tokenization, strengthen organizational leadership, clarify work responsibilities, form a long-term effective working mechanism with centralized coordination, local implementation, and shared responsibilities, maintain high pressure, dynamically monitor risks, effectively prevent and mitigate risks in an orderly and efficient manner, legally protect the property security of the people, and make every effort to maintain economic and financial order and social stability.


  (17) Widely carry out publicity and education. All departments, regions, and industry associations should make full use of various media and other communication channels to disseminate information through legal and policy interpretation, analysis of typical cases, and education on investment risks, etc. They should promote the illegality and harm of virtual currencies and Real World Asset Tokenization-related businesses and their manifestations, fully alert to potential risks and hidden dangers, and enhance public awareness and identification capabilities for risk prevention.


  VI. Legal Responsibility


  (18) Engaging in illegal financial activities related to virtual currencies and Real World Asset Tokenization in violation of this notice, as well as providing services for virtual currencies and Real World Asset Tokenization-related businesses, shall be punished in accordance with relevant regulations. If it constitutes a crime, criminal liability shall be pursued according to the law. For domestic entities and individuals who knowingly or should have known that overseas entities illegally provided virtual currency or Real World Asset Tokenization-related services to domestic entities and still assisted them, relevant responsibilities shall be pursued according to the law. If it constitutes a crime, criminal liability shall be pursued according to the law.


  (19) If any unit or individual invests in virtual currencies, Real World Asset Tokens, and related financial products against public order and good customs, the relevant civil legal actions shall be invalid, and any resulting losses shall be borne by them. If there are suspicions of disrupting financial order and jeopardizing financial security, the relevant departments shall deal with them according to the law.


  This notice shall enter into force upon the date of its issuance. The People's Bank of China and ten other departments' "Notice on Further Preventing and Dealing with the Risks of Virtual Currency Trading Speculation" (Yinfa [2021] No. 237) is hereby repealed.


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