{"id":"viktoriya-hying","title":"Viktoriya Hying","content":"**Viktoriya Hying** is the co-founder of NPC Labs and [B3](https://iq.wiki/wiki/b3) Labs, a company focused on transforming the [blockchain](https://iq.wiki/wiki/blockchain) gaming ecosystem. Known for her significant contributions to the development of on-chain gaming platforms and decentralized technology initiatives, she has played a pivotal role in advancing [web3](https://iq.wiki/wiki/web3) innovations.  [\\[1\\]](#cite-id-X8PxkCgvKrk2EzXv)​\n\n## Early Life and Education\n\nViktoriya Hying's educational journey began at the American University in Bulgaria, where she attended from 2012 to 2015. Although specific details about her field of study are not provided, her early achievements include winning the Investor's Choice Award at the Junior Achievement Bulgaria Entrepreneurship Challenge, sponsored by Citigroup in 2014. This accolade highlights her early inclination towards entrepreneurship and innovation. [\\[1\\]](#cite-id-X8PxkCgvKrk2EzXv)\n\n## Career\n\n#### Yelp\n\nViktoriya Hying worked at Yelp from 2016 to 2021, holding positions in account management, customer success, and revenue operations. She joined the company as an Associate Account Manager and later served as Account Manager, Strategic Recovery; Account Manager, Self-Serve Recovery Pilot; Senior Account Manager, Channel Partnerships; Senior Enterprise Account Manager; Manager, Enterprise Customer Success; and Senior Manager, Ad Measurement Revenue Operations. Her responsibilities across these roles included enterprise account management, customer success, partnership-related activities, and revenue operations, which served as a basis for later work with [blockchain](https://iq.wiki/wiki/blockchain).\n\n#### Coinbase\n\nHying joined [Coinbase](https://iq.wiki/wiki/coinbase) in October 2021 as a Senior Associate, Business Development and was promoted to Manager, Business Development – Base in April 2023. During her time at the company, she also served as Business Development Lead for [Coinbase's NFT](https://iq.wiki/wiki/coinbase-nft) marketplace, where she worked with brands and creators on partnership initiatives related to digital collectibles and [blockchain](https://iq.wiki/wiki/blockchain)-based marketplace development.\n\n#### B3 Labs\n\nIn March 2024, Hying co-founded [B3](https://iq.wiki/wiki/b3) Labs, a company focused on infrastructure for [blockchain](https://iq.wiki/wiki/blockchain)-based games. At the company, she has worked on the development of B3, a platform designed to support on-chain gaming through infrastructure intended to address technical challenges such as fragmented user experiences and liquidity across blockchain gaming ecosystems.\n\nThe [B3](https://iq.wiki/wiki/b3) ecosystem includes B3 Hub, an aggregation layer that supports game-specific rollups. Following the launch of the B3 [mainnet](https://iq.wiki/wiki/mainnet), the network recorded more than 100 million transactions within its first months of operation.\n\nHying has also been involved in the development of B3OS, an on-chain automation engine designed to integrate workflows across web2 applications and [blockchain](https://iq.wiki/wiki/blockchain) networks.\n\n#### Blockchain Gaming and Industry Activities\n\nIn addition to her work at [B3](https://iq.wiki/wiki/b3) Labs, Hying has participated in the development of DEAR, an on-chain game that incorporates [blockchain](https://iq.wiki/wiki/blockchain)-based mechanics and community interaction.\n\nShe has also been associated with NPC Labs, whose projects have received investment from firms including [Pantera Capital](https://iq.wiki/wiki/pantera-capital).\n\nOutside of product development, Hying has participated in public discussions related to [blockchain](https://iq.wiki/wiki/blockchain) technology, artificial intelligence, and gaming through social media and speaking engagements, where she has discussed topics related to these fields.\n\nHer career has included work in business development, product development, partnerships, and [blockchain](https://iq.wiki/wiki/blockchain) infrastructure across organizations operating in the [digital assets](https://iq.wiki/wiki/digital-assets) and blockchain sectors. [\\[1\\]](#cite-id-X8PxkCgvKrk2EzXv)  [\\[2\\]](#cite-id-hCYqZkxmEiknCXWB)  [\\[3\\]](#cite-id-34t3Jd85fk9FSwXu)  [\\[4\\]](#cite-id-FbcRFd3nDDZcMOhV)  [\\[5\\]](#cite-id-S3GJO4uTgW61g4AI) \n\n​\n\n## Interviews\n\n#### The Democratization of Onchain Gaming #01\n\nOn May 16, 2025, Viktoriya Hying participated in an interview on The Rollup discussing [B3](https://iq.wiki/wiki/b3) and its approach to [blockchain](https://iq.wiki/wiki/blockchain)-based gaming. During the interview, Hying described B3 as an ecosystem intended to support independent game developers by providing blockchain infrastructure and development tools. She also discussed her perspective on the challenges faced by smaller game studios, including access to funding and publishing opportunities.\n\n[YOUTUBE@VID](nlYVie3JBbc)\n\nAccording to Hying, [B3](https://iq.wiki/wiki/b3)'s architecture includes game-specific [blockchain](https://iq.wiki/wiki/blockchain) networks, gasless transaction support, and funding models that involve community participation. She stated that these components are intended to provide developers with infrastructure for deploying blockchain-based games while reducing the operational complexity associated with managing blockchain environments. Hying also said that blockchain should serve as backend infrastructure rather than the primary feature of a game.\n\nThe discussion also covered basement.fun, a platform presented as a directory for discovering onchain games across multiple [blockchain](https://iq.wiki/wiki/blockchain) networks. Hying stated that the platform is designed to aggregate games from different ecosystems instead of limiting discovery to a single blockchain. She also discussed interoperability between gaming ecosystems, the use of [Layer 3](https://iq.wiki/wiki/layer-3) game chains, and [B3](https://iq.wiki/wiki/b3)'s integration of [Celestia](https://iq.wiki/wiki/celestia) as its data availability layer. According to Hying, these technical decisions were made to support the operational requirements of blockchain-based games as the ecosystem expands. [\\[8\\]](#cite-id-vd2uOdQrxE3D2Sgf) \n\n#### Building an Onchain Gaming Ecosystem #02\n\nIn an interview published on the 11AM w/ Seed Club YouTube channel on October 10, 2025, Viktoriya Hying discussed the structure of the [B3](https://iq.wiki/wiki/b3) ecosystem, its approach to [blockchain](https://iq.wiki/wiki/blockchain) gaming, and its infrastructure model. She stated that B3 was founded by former [Coinbase](https://iq.wiki/wiki/coinbase) and [Base](https://iq.wiki/wiki/base) contributors whose experience during the development of Base influenced the project's direction.\n\nHying described [B3](https://iq.wiki/wiki/b3) as an ecosystem composed of four operational areas: Labs, which develops gaming applications and interactive products; Investments, which allocates capital to selected companies and projects; Partnerships, which works with gaming studios and commercial organizations; and Infrastructure, which develops [Layer 3](https://iq.wiki/wiki/layer-3) [blockchain](https://iq.wiki/wiki/blockchain) networks for games and consumer applications. According to Hying, these areas operate as complementary components of the B3 ecosystem.\n\nAccording to Hying, [B3](https://iq.wiki/wiki/b3)'s product development strategy is based on the use of game-based applications as an entry point to onchain services. She stated that user research conducted during her time at [Coinbase](https://iq.wiki/wiki/coinbase) indicated that some users were more likely to interact with [blockchain](https://iq.wiki/wiki/blockchain) applications through gaming experiences than through conventional [cryptocurrency](https://iq.wiki/wiki/cryptocurrency) products. She referenced products including Basement, Stake to Win, and Hype Duel as examples of applications developed within the ecosystem.\n\nHying also discussed [B3](https://iq.wiki/wiki/b3)'s infrastructure model, stating that it enables organizations to deploy application-specific [Layer 3](https://iq.wiki/wiki/layer-3) [blockchains](https://iq.wiki/wiki/blockchain) while remaining connected to Base for settlement and liquidity. She cited collaborations with Super Gaming and an initiative involving the [XRP](https://iq.wiki/wiki/xrp) ecosystem as examples of projects using this infrastructure.\n\nDuring the interview, Hying stated that [B3](https://iq.wiki/wiki/b3) evaluates ecosystem activity using metrics related to onchain economic participation instead of focusing primarily on [total value locked](https://iq.wiki/wiki/tvl) (TVL). According to her, these metrics include application-generated revenue, user activity, and transaction-related economic output within the ecosystem. [\\[9\\]](#cite-id-XKGjTJBnPYsRUBSA) ","summary":"Viktoriya Hying is a co-founder of NPC Labs and a key player in the Web3 gaming industry, having held pivotal roles at B3 Labs and Coinbase. 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