Viktoriya Hying is the co-founder of NPC Labs and B3 Labs, a company focused on transforming the 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 innovations. ^[1]​

Early Life and Education

Viktoriya 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]

Career

Yelp

Viktoriya 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.

Coinbase

Hying joined 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 marketplace, where she worked with brands and creators on partnership initiatives related to digital collectibles and blockchain-based marketplace development.

B3 Labs

In March 2024, Hying co-founded B3 Labs, a company focused on infrastructure for 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.

The B3 ecosystem includes B3 Hub, an aggregation layer that supports game-specific rollups. Following the launch of the B3 mainnet, the network recorded more than 100 million transactions within its first months of operation.

Hying has also been involved in the development of B3OS, an on-chain automation engine designed to integrate workflows across web2 applications and blockchain networks.

Blockchain Gaming and Industry Activities

In addition to her work at B3 Labs, Hying has participated in the development of DEAR, an on-chain game that incorporates blockchain-based mechanics and community interaction.

She has also been associated with NPC Labs, whose projects have received investment from firms including Pantera Capital.

Outside of product development, Hying has participated in public discussions related to blockchain technology, artificial intelligence, and gaming through social media and speaking engagements, where she has discussed topics related to these fields.

Her career has included work in business development, product development, partnerships, and blockchain infrastructure across organizations operating in the digital assets and blockchain sectors. ^{[1] [2] [3] [4] [5]}

​

Interviews

The Democratization of Onchain Gaming #01

On May 16, 2025, Viktoriya Hying participated in an interview on The Rollup discussing B3 and its approach to 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.

According to Hying, B3's architecture includes game-specific 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.

The discussion also covered basement.fun, a platform presented as a directory for discovering onchain games across multiple 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 game chains, and B3's integration of 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]

Building an Onchain Gaming Ecosystem #02

In an interview published on the 11AM w/ Seed Club YouTube channel on October 10, 2025, Viktoriya Hying discussed the structure of the B3 ecosystem, its approach to blockchain gaming, and its infrastructure model. She stated that B3 was founded by former Coinbase and Base contributors whose experience during the development of Base influenced the project's direction.

Hying described 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 blockchain networks for games and consumer applications. According to Hying, these areas operate as complementary components of the B3 ecosystem.

According to Hying, 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 indicated that some users were more likely to interact with blockchain applications through gaming experiences than through conventional cryptocurrency products. She referenced products including Basement, Stake to Win, and Hype Duel as examples of applications developed within the ecosystem.

Hying also discussed B3's infrastructure model, stating that it enables organizations to deploy application-specific Layer 3 blockchains while remaining connected to Base for settlement and liquidity. She cited collaborations with Super Gaming and an initiative involving the XRP ecosystem as examples of projects using this infrastructure.

During the interview, Hying stated that B3 evaluates ecosystem activity using metrics related to onchain economic participation instead of focusing primarily on total value locked (TVL). According to her, these metrics include application-generated revenue, user activity, and transaction-related economic output within the ecosystem. ^[9]