Playnance emerges from stealth after operating a Web2-to-Web3 ecosystem at scale as Kris Marszalek pushes AI.com into the spotlight

Playnance did not arrive with fanfare. It arrived with a live system already operating at scale.

After operating quietly for years, the Web3 infrastructure and consumer platform company is now stepping into public view, revealing how it has been onboarding mainstream users into on-chain environments without asking them to learn crypto rituals or change familiar online habits.

The timing is not accidental. The announcement coincides with Crypto.com founder Kris Marszalek’s acquisition of AI.com, a move that underscores his growing influence in the domain industry as he brings the asset onto the world’s biggest on-screen stage. Together, the moments form a clear signal: visibility is catching up to infrastructure that has already been running in production.

Founded in 2020, Playnance spent several years building and operating its technology out of public view. The focus stayed on live usage rather than announcements, with systems tested under real consumer demand long before any formal introduction. The result is a platform that functions as a Web2-to-Web3 gaming infrastructure layer, working with more than 30 game studios and converting thousands of games into fully on-chain experiences. Every gameplay action is executed and recorded on-chain, even when users never see the blockchain underneath.

Playnance’s approach strips away much of the friction that has kept non-crypto audiences on the sidelines. Users sign up through standard account creation and login flows that feel familiar to anyone who has used a Web2 service. Wallet creation, key management, and transaction handling run quietly in the background. The company says this model has led to sustained on-chain activity from users who arrive without external wallets or crypto-native tools.

That activity shows up in the numbers. Playnance reports that its live platforms process about 1.5 million on-chain transactions each day and serve more than 10,000 daily active users. Most of that traffic originates from Web2 environments. The ecosystem runs on shared on-chain infrastructure and wallet systems, allowing users to move across products without repeating onboarding steps. All activity remains non-custodial, with execution recorded on-chain from start to finish.

“Our focus was on building systems that people could use without needing to understand blockchain mechanics,” said Pini Peter, CEO of Playnance. “We prioritized live operation and user behavior over public announcements, and this is the first time we are formally introducing the company after reaching scale.”

Playnance operates several consumer-facing platforms that serve as proof points for this approach, including PlayW3 and Up vs Down. Each product runs on the same underlying infrastructure, offering a consistent experience as users move across applications. The company says the G Coin ecosystem remains in pre-sale mode and is currently available on the Playnance website.

The broader picture points to a shift that has been easy to miss amid louder promises across the sector. Playnance’s model reflects a move toward blockchain systems that fade into the background, letting behavior lead technology rather than the other way around. Growth decisions are guided by observed usage and platform performance, not speculative adoption narratives.

Playnance describes itself as a Web3 infrastructure and consumer platform company focused on reducing friction between everyday user behavior and on-chain execution. After years of quiet operation, the company is stepping into the spotlight with systems that have already been tested at scale, just as the spotlight on AI.com draws renewed attention to the intersection of digital infrastructure, consumer platforms, and strategic control of internet real estate.