From Web2 super app to Web3 loyalty engine: Sarun from Playbux on building utility-first crypto ecosystems

Not every crypto project needs to reinvent finance. Some focus on where crypto meets real-world users — loyalty, engagement, and rewards.

In this episode, I spoke with Sarun from Playbux, a project that started as a Web2 lifestyle platform and has evolved into a Web3-native loyalty and rewards ecosystem. Playbux is creating real-world utility for crypto by embedding rewards and digital assets into everyday experiences — from shopping malls to mobile games.

From Bangkok malls to blockchain rails

Sarun’s journey began in the Web2 space, building consumer apps in Thailand. The original version of Playbux was a kind of rewards and cashback platform targeting lifestyle users — think QR payments, mall redemptions, and digital coupons.

But like many founders in emerging markets, Sarun saw an opportunity in blockchain: instead of siloed points systems, why not a shared, tokenized rewards layer?

This led to Playbux’s pivot into Web3: a hybrid architecture where blockchain underpins user rewards and NFTs, while the front-end UX stays familiar to mass-market users.

Why Playbux isn’t just another loyalty token

Most reward programs suffer from the same flaws: points that expire, value that’s unclear, and redemption options that are limited or gated.

Playbux changes that by turning rewards into on-chain assets. Users can earn loyalty tokens and collectible NFTs, then use or trade them across multiple partner ecosystems — or in Playbux’s own gamified app experiences.

They’ve also integrated:

• A Web3 wallet abstracted behind a mobile-native interface
• A marketplace for NFT rewards tied to real-world perks
• Easy fiat on-ramps for new users in Southeast Asia

This is Web3, but without the friction.

Bridging lifestyle, commerce, and crypto

Playbux’s vision is to be the loyalty layer for lifestyle brands and retailers across Southeast Asia. Sarun and the team are already working with major mall groups and gaming partners in the region.

Users don’t need to understand private keys or block explorers. Instead, they just download an app, scan a code, and get rewarded — in digital assets that can unlock value beyond a single store.

It's a different kind of “mass adoption” strategy — one that quietly introduces crypto under the hood of things people already do.

Looking ahead

Playbux is rolling out new brand partnerships, scaling up its blockchain integrations, and preparing for the next phase of product gamification. They’re also growing their community of users, builders, and regional ecosystem partners.

If you’re exploring how Web3 can power real-world rewards and customer engagement — without crypto jargon or complexity — Playbux is a case study worth watching.

Learn more at https://www.playbux.co