In this episode of the EUVC podcast, Andreas speaks with Maitham Mohamed, CEO of Material10. Andreas and Maitham explore the rapid evolution of the gaming industry, discussing innovative business models and unique approaches to monetization that are reshaping consumer engagement worldwide. Maitham shares his journey to founding Material10 in 2022, highlighting his mission to revolutionize mass-market gaming with a free-to-play model that aims to drive sustained player engagement while building a new revenue framework. At Material10, Maitham leads a lean team of 10 from the company’s headquarters in the United Kingdom, backed by €2.5 million in funding. With a focus on the global mass-market gaming audience, Material10 is positioning itself as a disruptive player in the gaming space, delivering immersive experiences that appeal to a broad demographic and challenging traditional B2C models. Go to eu.vc to read the core take-aways. Chapters: 00:17 Meet Maythem: Founder of Material10 00:52 The Revolutionary Business Model 01:06 Sponsor Message 02:14 Deep Work Retreat and First Impressions  03:55 Maythem's Background and Journey 09:28 The Birth of Material10 13:01 Challenges in Web3 Gaming 23:31 Innovative Monetization Strategies 31:05 The Game Mechanics 33:37 Unveiling Project Fallen  34:05 Trading Mechanics in the Game 35:20 Economies in Gaming  37:19 Validating the Game Concept 39:32 Why Develop a Game Instead of a Platform 42:17 User Experience and Development Cycle 46:07 Team and Culture 48:40 Pre-Production Metrics and Marketing 54:17 Competitors and Market Landscape 01:02:32 Future Vision and Final Thoughts