Zentry

Zentry, previously known as GuildFi, is a Bangkok-based Web3 gaming company that rebranded in April 2024 to build what it calls a universal "Superlayer" — an overlay intended to connect games across platforms into a single "Play Economy." The system is designed to combine loyalty systems, gamer identities and cross-world activities from multiple games and platforms into one profile, so that users accumulate a dynamic avatar profile that evolves through their play across ecosystems and receives rewards in the form of social level-ups, tokens, digital collectibles, badges and other opportunities.

The company describes its ecosystem as four vertically integrated cores: blockchain infrastructure bridging Web2 and Web3 data around identity, assets and activity; consumer applications for onboarding players; a "multiversal IP" narrative world developed with collaborative IP partnerships; and a treasury of more than $100 million earmarked for ecosystem expansion and incentives. Its flagship consumer product, an app called Radiant, is described as the interface through which players progress and accrue rewards based on activity across blockchain applications, traditional gaming platforms, social media and physical-world actions.

GuildFi originated during the play-to-earn period as a gaming guild, running a scholarship program that lent in-game NFTs to players — associated with Axie Infinity — in exchange for a share of their play-to-earn income, while also describing plans for a cross-game identity that would accumulate points across titles.

Founding story

The company began as GuildFi, a Web3 gaming guild formed during the play-to-earn boom, operating a scholarship model in which players borrowed in-game NFTs and shared a portion of their play-to-earn income with the guild. From early on it articulated broader ambitions around a cross-game identity that would accumulate points across multiple games and reward player engagement. Jarindr Thitadilaka is Founder and CEO.

Business model

Zentry operates a token-based gaming ecosystem combining blockchain infrastructure, consumer applications, IP/narrative properties and an investment treasury. It describes consumer, infrastructure and investor-related products connecting the gaming lifestyle ecosystem, with a treasury exceeding $100 million used for strategic expansion and ecosystem incentives.

Traction

The company reports a treasury exceeding $100 million and $140 million raised historically, plus investments and relationships with Web3 gaming projects such as Shrapnel, Memeland, Xai, Ronin and Sipher.

Latest developments

In April 2024 GuildFi rebranded to Zentry and opened the GF-to-ZENT token migration, converting at 1:10 between April 25 and August 25, 2024, and signalled forthcoming launches of its flagship Radiant app and gaming industry partnerships.