Social Gaming Platform Phi: Using ENS to Generate a Virtual World

6 min readMar 14, 2023

Author: Carol (Twitter:@CC99Carol)

Editor: Wu Blockchain

Disclaimer: The author has no communication or cooperation with the projects involved in the article.


Phi is an immersive social gaming platform built on the ENS domain system and focused on on-chain activity, with a focus on gamification of the blockchain itself and the easy visualization of “on-chain identities”. Recently, Phi has gained a lot of attention due to the announcement of a $2 million funding round and a partnership with Lens, a hot decentralized social mapping app.


Phi, the social gaming meta-universe, recently announced a $2 million seed round led by Chapter One and Delphi Digital and followed by Polygon Ventures, Mask Network, Next Web Capital, GBV Capital and others.

At the same time, Phi also announced a partnership with Lens. The market has recently been filled with FOMO sentiment due to Blur’s airdrop, and Lens, a recognized airdrop prospect, is again gaining significant attention. And Phi, as a partner of Lens, has not surprisingly gained a lot of attention. So let me take you through the Phi project today.


Phi is an immersive social gaming platform built on the ENS domain name system and focused on on-chain activities. It focuses on the gamification of the blockchain itself and aims to achieve easy visualization of “on-chain identities”. At the same time, Phi encourages people to interact with various Web3 protocols, which will provide positive feedback to the protocols themselves, thus accelerating the overall network effect of the Web3 ecosystem and providing a positive feedback loop for the entire crypto ecosystem.

Phi’s primary product is visual on-chain identities, and its goal is to accelerate mass adoption of the system by providing casual touchpoints for social, gaming and art, and to create an open and inclusive metaverse land system. The system will be based on generic Web3 building blocks, such as ENS domains and wallet activity. And it will attract millions of people to join and contribute to the cryptocurrency ecosystem through a series of familiar game modes such as SimCity and Animal Crossing.

Phi allows users to generate their own personalized spaces using their ENS domains and allows them to claim in-game items based on wallet activity. At the same time, users can use these in-game items to build their own Web3 worlds to display their interactions, on-chain progress, personal tastes, social graphs, and more.

How Phi is built and exactly how to play

Phi is essentially an extended service for ENS that allows users to create custom visual representations of their ethereum addresses. By using Phi, users can personalize their own addresses with unique, cute “lands” to enhance the Ether experience. At the same time, Phi can also be used to make up additional ENS layers with fully customizable lands, making it easier and more fun to use Ether.

Specifically, Phi consists of two main components: Phi Quest and Phi Land.

I. Phi Quest

Phi Quest is a place where users collaborate with various protocols to explore various quests, and users can earn specific object rewards by completing the quests.

1. Phi’s user conditions

If a user holds an ENS domain in their personal wallet and has also traded NFTs on Opensea with a certain amount of gas fees, they can receive specific components and can edit these components to build a personal identity space. Users who have not traded on the chain before can also receive the corresponding components by doing tasks.

2. Phi’s on-chain value behavior model

Essentially, Phi is a Web3 task platform similar to Galaxy and RabbitHole, and under its model, all on-chain actions are valuable. Users can receive rewards for completing interactions with Phi’s partner projects. In addition, users can also use Matic to purchase components directly in the store, and for some free components, users only need to pay a small amount of Matic as gas fee.

3. Phi builds social network on the chain

Users can directly edit various building blocks after receiving them, and then transfer the components in their wallets to the land to freely build metaverse worlds. At the same time, each component can be hyperlinked to point to a different project, or to an ENS link of other Phi players, thus building an on-chain social network.

Moreover, each constructed world is essentially a reflection of one’s on-chain activities, so the project interactions that users have done and the activities they have participated in are all visible at a glance through Phi.

II. Phi land

Phi land is a collection of pixel art NFTs that are built on ENS and can be interlinked. Users get free land when they have an .eth ENS domain, and then collect unique items through Quests or Phi Shop. These items are tradable ERC-1155 tokens.

Phi is only available to users who have an ENS domain name to explore the Phi world. If a user does not have an .eth domain name, they will need to apply for one at first. The cost of registering an ens domain name is around $12 for one year and $16 for 2 years. Once you enter Phi, you can check out the adventure channel to see the on-chain actions you have already interacted with and receive the corresponding components.

Also, Phi has tasks for beginners, Phi exploration, DEFI, NFT, etc. Players who have interacted at the corresponding sites can receive components. In brief, Phi’s operation steps are as follows.

1. Get the user’s ENS domain name

Phi land is built on ENS, so the user needs an ENS domain name to get started.

2. Collecting items in Phi Quest

Collect items based on the user’s on-chain activity or buy them directly.

3. Build land in Phi Land

Place, arrange and connect users’ land as you wish.

Phi Concept

In general, although Web3 aims to build a metaverse that applies the laws of the Internet world rather than the physical world, there is no common address system among the current different metaverse, so they are still relatively isolated. Phi is attempting to use ENS domains as the address system for the metaverse, and ENS can be used not only for name resolution of wallet addresses, but also for the metaverse address system through the use of primary and subdomains. It will allow Phi users to connect to any meta-universe. At the same time, using ENS is more composable and networkable than building your own address system. This is an important reason why Phi uses ENS to generate virtual worlds.

In a nutshell, Phi is about linking ENS domains, which work as a metaverse address system, to objects in the land and using hyperlinks to connect land to land and represent relationships between domains. This in turn will become a social graph between individuals and communities, thus turning each individual piece of land into a giant cyberspace.


As a meta-universe project that focuses on social experience, Phi uses ENS as a link between different metaverse, which can effectively reduce the technical difficulties and complexity of creation, while directly using the mature and wide audience of ENS domain to gain attention.

The cooperation with many projects can also be mutually beneficial to a certain extent, similar to the effect of Web3 task platform.

After my experience and investigation, the overall experience and enthusiasm of Phi is still good, but whether it can create a more sustainable and stable development of the ecology will have to pay attention to the subsequent situation.

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Colin Wu, Chinese journalist, won 2013 China News Award