Ubisoft VP Nicolas Pouard is arguing that gamers currently focus too much on the downsides brought upon by NFTs instead of focusing on the direct benefits. Nevertheless, the Ubisoft NFT implementation appears to rely on the cash shop item model instead of the play to earn one.
https://www.notebookcheck.net/Ubisoft-is-trying-to-educate-gamers-about-NFT-benefits.596325.0.html