Fair enough, creating an asset which 20k people with access to a collection theoretically might use is more attractive than creating a unique asset for a unique token. It does seem strange that the supposed "killer app" for NFTs in exchangeable game stuff wouldn't have any use for their core feature (uniqueness on the blockchain) though.
If a developer wanted to market games by offering inducements to players of other games in the form of unique content it seem like a lot of other solutions would be more attractive than the blockchain. Partnership with other developers or platforms like Steam gives you an actual marketing channel to hype the special add on for Tomb Raider players, and to a lot more than 20k people. The only case where I can see them preferring to attract small numbers of players of a third party game who paid that developer for NFTs rather than every player of that game is if their game is pure pay-to-win bullshit and there's no point in targeting the sort of player who doesn't buy NFTs...
If a developer wanted to market games by offering inducements to players of other games in the form of unique content it seem like a lot of other solutions would be more attractive than the blockchain. Partnership with other developers or platforms like Steam gives you an actual marketing channel to hype the special add on for Tomb Raider players, and to a lot more than 20k people. The only case where I can see them preferring to attract small numbers of players of a third party game who paid that developer for NFTs rather than every player of that game is if their game is pure pay-to-win bullshit and there's no point in targeting the sort of player who doesn't buy NFTs...