I definitely wanna advertise it eventually when it is ready for normies and they play it without knowing that it's a game connected to the blockchain or crowdfunded through one. In the end it'll be something like the game letting them know that the items and creatures and other stuff like currencies they hold have real value if they wanna convert to a hive account, if not then continue playing, all is well. If they however wanna find out more then there'll be more to do and more potential with some sort of benefits if they bother.
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The blockchain should always be invisible :) All about the game!