A conversation with Jess Zhang, Founder, Blockus

“Web3 isn’t about tokens first. It’s about encryption that builds new ways for players, IPs, and communities to interact safely, meaningfully, and creatively.”

Guest Bio

Jess Zhang is the Founder and CEO of Blockus, an end-to-end ecosystem designed to make Web3 gaming seamless for both studios and players.

Before founding Blockus, Jess spent time at Roblox and Airbnb, two platform-driven companies known for mastering community, network effects, and global distribution.

At Blockus, Jess leads the mission to bridge major IP holders and gaming studios into Web3 responsibly—through plug-and-play infrastructure, encryption-driven safety tools, and distribution channels that reduce friction for mainstream adoption. Her work focuses on bringing real entertainment brands, real players, and real product-market fit into blockchain-based gaming.

Key Takeaways

• IP succeeds on identity and belonging, not just visuals. The strongest brands create emotional resonance and community participation.
• Web3 gaming must be entertainment-first. Tokenization without gameplay and story will not scale beyond crypto-native audiences.
• Encryption, not tokens, is the real breakthrough. Technologies like fully homomorphic encryption can unlock privacy-preserving age verification and safer online environments.
• Console gaming may be the highest-leverage entry point for Web3. With the highest wallet size per player, it represents a major untapped opportunity.
• Mainstream IP adoption requires trust, safety, and seamless infrastructure—not hype.

Main Questions

Why leave established giants like Roblox and Airbnb to build in Web3?

Jess shared that her time at Roblox and Airbnb taught her how powerful platforms and communities can be when designed correctly. But during the 2021 NFT cycle, she saw something deeper than speculation—she saw digital ownership reshaping identity and culture.

What felt missing was responsible execution at the IP and consumer level. Large global franchises have massive demand, but crypto lacked the infrastructure and user experience to support them at scale. Blockus was built to close that gap.

What makes an IP resonate with consumers in Web3?

Jess explained that successful IPs—whether Bored Ape Yacht Club, Pudgy Penguins, or culturally enduring brands like Pokémon—share core traits:

• Clear identity
• Community participation
• Cultural relevance
• Ongoing evolution

Consumers don’t just buy art; they buy belonging. Identity signaling and emotional relatability drive longevity far more than speculative upside.

Why are NFTs and Web3 IPs currently out of season?

Jess framed the downturn as a natural reset. Bitcoin took over a decade and multiple cycles to mature. NFTs are only four years into their lifecycle.

The next phase will not revolve around flipping JPEGs but around full IP ecosystems—games, lore, distribution, and meaningful experiences. Adoption requires infrastructure and trust, especially from traditional entertainment companies.

What does encryption unlock that Web2 cannot?

Jess emphasized a critical distinction: crypto’s most important innovation is encryption, not tokens.

Technologies like fully homomorphic encryption (FHE) allow platforms to verify attributes—such as age, location, or asset ownership—without exposing raw personal data.

This enables:

• Age-gated content without storing sensitive identity information
• GDPR-compliant verification systems
• Reduced surveillance risk
• Safer environments for minors and families

For mainstream IP holders, this changes the compliance equation dramatically.

How does Blockus monetize IP integrations sustainably?

Jess outlined three primary monetization pathways:

1. Crossover IP integrations — Existing NFTs or IP brands enter live games as skins, playable characters, or seasonal events, generating in-game revenue.
2. Licensing and revenue share — IP holders license brands into active games, tied to player engagement and spending.
3. Live service expansions — Long-term updates, characters, and narrative extensions that mirror traditional evergreen gaming models.

Blockus flips the traditional Web3 model:

Distribution first. Gameplay first. Revenue second.

Why do many Web3-native IPs fail to escape the crypto bubble?

Jess made a sharp distinction between brand mascots and extensible IP ecosystems. Chain mascots may work for marketing awareness, but they are not designed as living entertainment worlds.

The core problem she sees is optimization for holders instead of players. Mainstream users care about fun, story, and access—not token mechanics.

Until Web3 becomes invisible infrastructure rather than the headline feature, mass adoption remains difficult.

What are the signals of Web3 gaming adoption heading into 2026?

Jess sees two distinct waves:

1. Early adopters who entered during the 2021 cycle and are now cautious after mixed results.
2. Established IP holders who waited, observed, and are now exploring thoughtfully.

Interestingly, she notes that the second group may integrate more successfully because they are approaching Web3 strategically rather than reactively.

What does the ideal future of Web3 gaming look like?

Jess believes the highest leverage opportunity is console gaming.

With average player wallet sizes significantly higher than mobile or PC, consoles represent deeper investment and collectible potential. She argues that bringing blockchain infrastructure to console ecosystems—without users needing to interact directly with crypto—could unlock significant new revenue layers.

In her view, Web3 becomes the invisible sugar in the coffee: infrastructure that enhances ownership and engagement without dominating the experience.

Final Thoughts

Jess Zhang’s thesis is clear: Web3 gaming will not win through speculation. It will win through safety, encryption, storytelling, and seamless integration.

IP must lead with culture and gameplay. Infrastructure must be invisible. Encryption must enable trust.

The future of Web3 gaming will not look like a crypto product. It will look like great entertainment—with better rails underneath.