Zelgor has made a bold move to expand its footprint in Web3 by acquiring Mixie AI. The deal, announced on June 9, aims to strengthen Zelgor’s transition from a traditional game studio to a platform that supports decentralized content creation, distribution, and monetization. By integrating Mixie’s development platform and blockchain-enabled media network, Zelgor can support both game creators and players in a decentralized environment. The combination gives it the tools to distribute content, empower user-generated games, and tap into new monetization models without needing to build everything from scratch.
Zelgor is an interactive entertainment studio dedicated to creating community-driven, immersive gaming experiences. Initially known for its quirky alien strategy franchise, Mob Wars, Zelgor has evolved into a more ambitious player aiming to combine traditional gaming design with the power of blockchain and creator economies. The company is based in Cambridge and is a portfolio company of Netcapital Inc.
Mixie AI operates at the intersection of artificial intelligence, no-code development, and blockchain gaming. It enables anyone to design, publish, and monetize Web3 games using intuitive drag-and-drop tools. Developers can promote and scale their games through Mixie AI’s vast, Web3-Native media distribution network, which delivers over 100 million monthly impressions. Mixie also supports token launches and project acceleration, making it a full-stack launchpad for Web3 creators.
Mixie AI significantly enhances Zelgor’s capabilities by adding critical infrastructure for creator enablement, distribution, and monetization. The platform includes:
Zelgor gains not only development speed but also a gateway to engage thousands of new creators and communities without relying solely on in-house resources. By integrating Mixie’s full-stack platform, Zelgor can now support the entire lifecycle of a Web3 game, from creation and launch to growth and monetization.
Zelgor isn’t just developing games; it’s building an ecosystem. The company’s April 2025 acquisition of Spellbook Studio, an indie MMO developer with an existing player base, provided it with a ready-made content pipeline and an active community. That deal laid the groundwork for platform-driven growth. With Mixie AI, Zelgor adds the technical and promotional infrastructure to complement its content. This gives the company the ability to:
The strategic sequence is precise: acquire a game studio (Spellbook), then add tools (Mixie) that let others build and scale. This dual-track strategy allows Zelgor to own the ecosystem, not just its content.
Zelgor's ambitions are reinforced by a network of respected backers and industry leaders who possess extensive knowledge of both traditional and blockchain-based gaming. Key supporters include:
This backing not only boosts Zelgor’s credibility but also provides it with access to world-class expertise in IP development, platform design, and emerging tech ecosystems. It’s a rare mix of creative, financial, and technical leadership that strengthens the company’s long-term position.
With both content (via Spellbook Studio) and infrastructure (via Mixie AI) under its control, Zelgor is now poised to:
This combination of control and openness enables Zelgor to scale not just through development but also through network effects, growing by empowering others to build upon its foundation.
The Web3 gaming space is increasingly defined by ecosystem control. Studios are no longer focused solely on content or user growth; they’re acquiring development engines, creator platforms, and monetization layers. This type of vertical consolidation reflects a growing trend in Web3 gaming, where success increasingly depends on owning the tools and infrastructure behind the scenes, rather than merely acquiring users.
At Acquire.Fi, we've seen a rise in deals focused on long-term platform control. More companies are investing in ecosystems that enable them to scale faster, support creators more effectively, and overcome the limitations of organic growth. It’s a strategic shift that demonstrates how smaller players can still make a significant impact in a competitive space.