The NFT sector has struggled to regain the attention it once held during its earlier boom. However, one project is starting to shift that narrative.
Treasure, with its expanding infrastructure and renewed product vision, is working to rebuild confidence in NFTs and blockchain gaming.
Its recent rebrand and the launch of several new platforms, including AI agents and game-native DEXs, are positioning it at the forefront of a potential NFT resurgence.
What is Treasure?
Treasure describes itself as a decentralised game console. It is not just a set of individual games, but a full-stack ecosystem that includes a dedicated Layer 2 blockchain, marketplace, governance system, and cross-chain infrastructure.
Source: Treasure
Originally launched on Arbitrum, Treasure has since developed its Layer 2 called the Treasure Chain, built on ZKsync within the Elastic Network.
The project was initially known for Bridgeworld, an on-chain fantasy strategy game, and MAGIC, its native token.
However, Treasure has since expanded into a network of games and platforms, all powered by MAGIC. It aims to connect developers, players, and creators under one cohesive economic and infrastructure layer.
Through shared systems like accounts, marketplaces, and liquidity tools, each part of the ecosystem contributes to the wider network.
Source: Treasure
Governance is managed through Treasure DAO, where users can submit proposals known as TIPs (Treasure Improvement Proposals). These are discussed on the forum, tested through community temperature checks, and finally voted on using Snapshot.
Only gMAGIC holders, derived from staking and LP positions, can vote. The DAO’s treasury publishes quarterly reports to ensure transparency on revenue, expenses, and MAGIC usage.
In short, Treasure is building not only games but an entire alternative infrastructure for decentralised digital experiences, backed by transparent governance and a native economic layer.
How Does the Treasure L2 Chain Work?
The Treasure Chain is an Ethereum Layer 2 built on ZKsync. It acts as the base for the ecosystem’s games, exchanges, and governance tools. The mainnet went live in December 2024 after two rounds of testnets named Ruby and Topaz.
Source: Treasure
Its goal is to provide the performance and scalability required for blockchain gaming without compromising on decentralisation.
The chain supports a universal account system, a cross-ecosystem marketplace, and a permissionless rollup structure where other game-specific Layer 3s (called Infinity Chains) can be deployed.
These Infinity Chains allow each game to have its app-specific blockchain with MAGIC and shared infrastructure still powering the entire experience.
EigenLayer integration is also planned, enabling MAGIC-ETH staking to secure these chains and any other actively validated services.
At the core of the Treasure Chain is Magicswap, its native decentralised exchange. Magicswap is designed specifically for game economies.
Source: Treasure
Unlike traditional NFT platforms, it supports multiple asset types, ERC-20, ERC-721, and ERC-1155, and allows for pooled liquidity with vault-based systems. That means players can trade game items, tokens, and NFTs in pools, similar to how users trade tokens on Uniswap.
This is where the concept of GEX (Game Exchange) comes in. GEXs are embedded DEXs within games that let players swap assets directly in the game engine, with no separate listings or manual transactions required.
Zeeverse was the first to implement a live GEX in Unity, allowing players to trade fishing items and consumables seamlessly.
These in-game exchanges also support automated economic balancing through NPC vendors, liquidity rewards, and full integration with the web interface of Magicswap.
The combination of game-specific chains, scalable infrastructure, and asset-native exchanges provides Treasure with a technical foundation that fits the unique needs of blockchain-based gaming and collectables.
The Rebrand: 3 Upcoming Products
In 2024, Treasure began to reposition itself beyond gaming. The rebrand introduced three upcoming products that signal a new direction, focusing more on AI, NFTs, and in-game autonomous agents.
Source: Treasure
Each of these initiatives builds on Treasure’s original game-first vision but broadens its appeal to creators, developers, and general users interested in digital identity and automation.
The first major product is Virtual Companions, AI agents that can operate independently across Web3 apps.
These agents can play games, interact on social media, and even trade onchain. They are powered by $MAGIC, which keeps them functional while their owners are offline.
This feature merges autonomous computing with crypto-native economics, offering a unique entry point into AI-driven NFTs.
Next is Neurochimp, the underlying framework for creating custom AI agents. These agents carry their memory and personality across every interaction and platform, from Discord to games and DeFi.
Neurochimp supports a marketplace where users can buy, sell, and customise these agents, making them more than just collectables. They are designed to grow, learn, and adapt, operating with evolving traits and skillsets.
Then there’s Smolworld, a simulation game where AI Smols act as living, autonomous characters. They trade, build, and explore their environment with real wallets and persistent identities.
Players can interact with them via chat or voice, and the AI agents behave according to their programmed memories and in-game experiences. This Tamagotchi-style world for AI is both a game and an experiment in digital personhood.
Source: Treasure
Beyond these, the roadmap lists additional initiatives such as TreasureTags v2, MAGIC staking via EigenDA, DAO governance v2, and Guilds. The 2025 whitepaper is set to provide a more detailed breakdown of how these systems will connect.
The rebrand moves Treasure into new territory, tying together gaming, AI, and NFTs under one decentralised and programmable ecosystem.
MAGIC Tokenomics
MAGIC is the currency at the centre of Treasure’s network. It began as a game token for Bridgeworld but has since evolved into a cross-chain utility token for all of Treasure’s infrastructure. It is used as a unit of exchange, governance stake, and liquidity asset across games and platforms.
The token supply is capped at 347,714,007 MAGIC. As of now, 305,408,232 tokens are in circulation.
MAGIC uses a halving model similar to Bitcoin, but instead of four years, halvenings happen yearly on 1 September. These emissions gradually decrease to manage inflation and maintain long-term value.
Source: Treasure
MAGIC’s allocation is split across several categories:
- 31.8% is reserved for the Treasure Farm
- 25% is allocated to mining activities
- 18.5% goes to the Ecosystem Fund
- 15% is for the team
- 9.7% is used for staking and liquidity
This structure supports the growth of the ecosystem while rewarding early users and contributors. MAGIC also plays a direct role in governance.
Users who stake MAGIC into certain LPs or governance contracts can receive gMAGIC, which grants voting rights in DAO proposals. These votes control emissions, treasury usage, and protocol upgrades.
The recent price movement reflects growing interest. On 21 April 2025, MAGIC was trading at $0.1871, a 38.2% increase in 24 hours. Its total market cap stands at $56.6 million, with a 24-hour trading volume of over $561 million. The token’s fully diluted valuation is around $64.4 million.
This spike may be attributed to the announcement of the AI rebrand, increased GEX adoption, or speculation around the upcoming whitepaper.
In combination with its decreasing supply curve, diverse utility, and governance role, MAGIC stands out as more than just another game token. It is positioned as the core economic engine for all things built on Treasure.
Conclusion
Treasure is not just another NFT project hoping for a market rebound. It is building a full-scale platform that connects gaming, AI, and decentralised infrastructure.
With its own Layer 2 chain, embedded DEX systems like Magicswap, AI-native products, and a growing governance community, Treasure is designing an ecosystem that goes far beyond digital collectables.
Whether it succeeds in reviving the NFT market remains to be seen, but the foundation it’s building is one of the most complete and forward-looking in the space.