Ultra: Gus van Rijckevorsel's Strategy for Gaming Domination in 2025

Ultra has positioned itself as a bold challenger in the gaming industry and Web3, determined to disrupt the established order dominated by platforms like Steam. Since Gus van Rijckevorsel took over as CEO in December 2024, Ultra has shifted from seven years of R&D to an aggressive business expansion strategy, positioning itself as a gaming distribution platform with the most advanced technology available. This article explores the key milestones of this transformation and highlights the ambitious vision that will guide Ultra as it seeks to become the “Netflix of gaming.”

Ultra, an Innovative Vision of Gaming

Ultra distinguishes itself by refusing to copycat existing platforms. Instead of settling for a simple distribution platform, the company has rebranded to a “Gaming OS,” a unified interface for both players and developers. This approach recognizes that modern gaming extends far beyond purchasing and playing games, serving three interconnected audiences: players, content creators, and viewers.

The platform integrates advanced gaming technology as an invisible layer that enhances the experience. Ultra‘s vision is to create a single environment where users can play, stream, create content, and monetize their activities : much like opening Netflix for movies or Microsoft for work.

Key takeaways:

• Ultra challenges Steam’s monopoly with a gaming OS approach
• Three-target strategy: players, content creators, and viewers
• Advanced gaming technology as an enhancement layer
• Unified ecosystem to play, stream, create, and monetize
• Built on seven years of R&D now transitioning to business growth

Key Moments of Ultra: A Strategy in Action

December 2024: A New Chapter

The arrival of Gus van Rijckevorsel at the head of Ultra marks a strategic turning point. He redefined the company’s direction, focusing on a high-performance and coherent Gaming OS. Gus set a goal to clarify the company’s offering by ensuring better blockchain integration and increased monetization for developers. This shift has allowed Ultra to position itself as a key player in gaming and Web3.

January 2025: Strategic Partnership with Thomson Computing

Ultra strengthens its position in Europe through a strategic partnership with Thomson Computing. This partnership enables the deployment of Ultra games on Thomson’s pre-installed PCs. The goal is to democratize access to Web3 games in Europe, a market still largely dominated by traditional players. This partnership marks a turning point for Ultra, which seeks to broaden its influence beyond Web3 boundaries while supporting European digital sovereignty.

February: An Ambitious Roadmap for 2025

February was marked by the publication of Ultra’s 2025 roadmap. This roadmap announces the arrival of new pillars such as Ultra EVM and a strengthened vision of interoperability. The concept of “Gaming OS“ is detailed, aiming to unify the Ultra ecosystem. Gus emphasized the importance of supporting developers with blockchain tools and solutions to accelerate the adoption of Web3 technologies.

March: Launch of Ultra EVM and Governance

In March, Ultra unveiled Ultra EVM, offering full compatibility with Ethereum. This platform allows seamless integration with Ethereum tools like Solidity and MetaMask. Its goal is to attract DeFi, NFT, and gaming developers while enhancing interoperability with other platforms. This launch marks a turning point for Ultra, positioning itself as an enabler for blockchain projects. Additionally, the appointment of Maxime van Steenberghe as new COO further strengthens Ultra’s leadership team, enabling faster execution of its ambitious objectives.

April: Fundraising and Strategic Partnerships

April marks another important milestone with the $12 million fundraising led by NOIA Capital. These funds will be used to strengthen teams, improve products, and accelerate strategic acquisitions. At the same time, Ultra announces a partnership with Vaulta to integrate decentralized finance (DeFi) solutions into its ecosystem, creating new financial opportunities for players and creators. This strategic partnership aims to combine gaming and decentralized finance, opening a new chapter for innovation in the sector.

July: Launch of the Closed Alpha of EMPIRES and Developer Grant Program

In July, Ultra launched the much-anticipated closed alpha of Empires, developed by Black Ice Studios. The alpha received positive community feedback, providing valuable insights for the game’s future development. Additionally, Ultra introduced its developer grant program, with $1 million to support creators on Ultra EVM. This initiative aims to expand the ecosystem and support Web3 gaming developers, solidifying Ultra’s position as a key player in decentralized gaming.

Alongside these developments, Gus van Rijckevorsel took time to share his vision in two exclusive interviews given to Cointribune and available on our YouTube channel. In these discussions, he detailed his strategy to revolutionize the video game industry and explained how Ultra leverages its Web3 platform to stand out from giants like Steam.

These interviews enhanced the company’s transparency and maintained a close connection with the community, while addressing questions from players and investors. Gus also highlighted Ultra’s developer grant program, funded with $1 million to support creators building on the Ultra EVM platform, illustrating Ultra’s commitment to fostering innovation and empowering Web3 developers.

Ultra: The Rise of a New Reference in Gaming and Web3

Ultra is on a fast growth path thanks to a clear strategy and targeted investments. Under the leadership of Gus van Rijckevorsel, the company has solidified its place in the gaming and Web3 industry. Its “Gaming OS“ integrates Web3 tools while facilitating content access for players and developers. The company continues to expand through strategic partnerships, fundraising, and ongoing community engagement. Ultra is preparing to dominate the video game market by offering an accessible and innovative platform.

Stay connected for the latest updates and discover Ultra’s evolution on Ultra.io. Follow them also on Discord, X, Ultra Reload, and X Spaces for direct exchanges with the community.