Sony Bets Big on Blockchain Gaming with ‘Soneium For All’ Incubator Launch

Sony just threw its hat into the blockchain gaming ring—because nothing screams 'innovation' like a legacy corp chasing Web3 hype.

The 'Soneium For All' incubator aims to lure devs into building play-to-earn nightmares—sorry, 'experiences'—because clearly, gamers were begging for more monetization schemes.

Will this move mint Sony a slice of the $200B gaming pie? Or just add another corpse to the NFT graveyard? Place your bets—VCs already have.

TLDR;

• Sony has launched “Soneium For All,” an incubator for blockchain gaming and consumer apps on its Layer-2 network, Soneium.
• The program includes grants, mentorship, and potential investment support through the Sony Innovation Fund.
• It leverages Sony’s existing blockchain infrastructure, already serving over 7 million users with high daily transaction volume.
• The initiative reflects Sony’s broader strategy to control blockchain innovation while expanding its presence in the growing Web3 gaming market.

Sony has unveiled a new incubator program called ‘Soneium For All’ aimed at supporting blockchain-based consumer and gaming applications.

Spearheaded by Sony Blockchain Solutions Lab (SBSL), this initiative marks the entertainment giant’s latest move to expand its footprint in the Web3 space. The incubator centers around Soneium, Sony’s proprietary ethereum Layer-2 blockchain, and seeks to attract Web3 developers ready to build at the intersection of gaming, blockchain, and digital ownership.

Web3 Meets the Sony Ecosystem

The Soneium For All program is being launched in collaboration with Astar Network and Startale Labs, two major players in blockchain infrastructure.

Through this partnership, selected developers will gain access to Soneium’s expansive ecosystem, which already boasts over seven million users and processes more than 1.5 million transactions daily. The platform also holds a total value locked of around $215 million, signaling a strong and active blockchain base.

This one is For All the Builders 💿

Soneium For All is a fast-track incubator for consumer and gaming apps onchain — the kinds of experiences that will shape how users first interact with Soneium.

Apply now: https://t.co/CBK87QjC1C

Selected projects will go live early, help… pic.twitter.com/ppFtG5sqYh

— Soneium 💿 (@soneium) June 9, 2025

Developers chosen for the program will not only receive mentorship and potential backing from the Sony Innovation Fund, but also have a chance to secure financial grants. A dedicated $60,000 pool is being set aside for projects that integrate Astar Network’s native token, ASTR. The application window opened on June 9, and winners will be announced by late July.

Strategic Timing Amid Blockchain Gaming Boom

Sony’s incubator arrives at a pivotal time for blockchain gaming, a sector that is projected to balloon to over $600 billion by 2030. This explosive growth is driven by shifts in user behavior and the emergence of play-to-earn models, which reward players with digital assets they can trade or own. As the market evolves, players are increasingly seeking true ownership of their in-game items, often in the FORM of NFTs.

By stepping into this landscape now, Sony is strategically positioning itself not just as a hardware or game publisher, but as a blockchain infrastructure provider. With a rapidly expanding user base already built into its Soneium network, the company is laying the foundation for a new type of gaming experience—one that blends immersive entertainment with real digital ownership.

Preserving Market Dominance

Sony’s decision to build on its own Layer-2 blockchain instead of relying on existing public networks reflects a broader trend among major media companies. By creating proprietary blockchain infrastructure, Sony retains control over the underlying technology while still reaping the benefits of decentralization. This approach mirrors its strategy in the music industry, where it continues to dominate market share even as it experiments with blockchain use cases.

At the same time, by involving trusted blockchain names like Astar and Startale, Sony adds technical credibility and ensures compatibility with the broader Web3 ecosystem. This combination of independence and collaboration positions Sony uniquely to guide blockchain adoption in ways that align with its business objectives.

That said, the launch of Soneium For All also signals a shift in how blockchain startups are nurtured. Traditional accelerators tend to offer limited funding, generic guidance, and little user traction. In contrast, Sony’s incubator provides immediate access to a massive user base, global brand recognition, and investment opportunities, all within an established corporate ecosystem.