The global gaming industry is a colossal behemoth, yet according to Gus van Rijckevorsel, CEO of the innovative platform Ultra, it's surprisingly stagnant. Van Rijckevorsel, a self-proclaimed "risk-taking entrepreneur" with over 20 years in business, argues that traditional gaming platforms have been "run by geeks for the last 40 years," hindering true innovation and failing both developers and players alike.
"Everybody's a gamer today," van Rijckevorsel asserts, highlighting the dramatic demographic shift from the "adolescent playing in the garage" to a diverse audience spanning from five-year-olds to grandmas. He points out a fundamental disconnect: while gamers themselves have evolved, the way they access and experience content has not. Platforms like Steam, taking a hefty 30% cut, are described as "blocking the industry" by clinging to outdated models.
Ultra's ambitious mission is to become the "Netflix of Gaming" by radically reinventing this access. Van Rijckevorsel emphasizes that Ultra isn't just another platform; it's designed from the ground up as an "OS" and a "super app," providing an agile and interconnected environment unlike its competitors.
Crucially, Ultra's strategy leverages Web3 technology, but van Rijckevorsel is quick to clarify: "Web3 isn't the product, it's the invisible infrastructure serving the experience." He believes that gamers don't necessarily care about the underlying tech; they care about the enhanced experience. Ultra aims to use Web3 to facilitate digital ownership, new publishing models, and a more robust play-to-earn (P2E) economy where "earning is not especially money, it's being recognized." He champions the idea that value should flow back to all participants in the gaming ecosystem – from creators to players – not just centralized platforms.
Europe, often perceived as an innovation laggard in the global tech scene, is identified by van Rijckevorsel as Ultra's strategic launchpad. He argues that the absence of a major European gaming distribution platform presents a significant opportunity. "We need to play big, straight," he declares, advocating for a bold approach to establish European leadership in this critical digital industry. He criticizes the current state where Europe risks becoming merely "vessels" for content produced by US and Chinese giants.
Van Rijckevorsel's vision for Ultra is unapologetically bold: "It will be massive or nothing." He believes the market is ripe for disruption, as current platforms are "literally blocking the industry" by failing to adapt to the new realities of gaming – its social aspects, the diversity of players, and the potential of Web3 technology to empower creators and consumers. He challenges the notion that gamers who engage with Web3 are purely "crypto people," stressing that they are, first and foremost, gamers seeking better experiences and fair recognition for their contributions within the game.
For van Rijckevorsel, success means Ultra becoming a leading European player in gaming distribution, driving innovation that genuinely serves the evolving needs of the global gaming community. His passion and conviction are palpable, embodying the spirit of a risk-taker determined to reshape an industry stuck in its past. As he playfully puts it, "It's eat Steam alive, man, that's what success is!"
Article Written by Vito Cornelius
