In the context of gaming, blockchain taps into the idea that the digital goods you own, would be more legitimate since your ownership of the goods would be unique and recorded (e.g. Developer adds a good that once you obtain, it is tied to you in a way that no one else could own that exact item unless you transfer ownership to someone else). The fact that you would own the digital good in a broader sense is enticing for folks who think that means they can profit from that ownership and are likely to pay more to obtain those goods than they would otherwise since it is not just acquiring the good for use within the game world, but something transferable to real world wealth.
The fact that folks would likely pay more to obtain digital goods tied to blockchain, is a chance for developers and publishers to exploit folks for more money. Suddenly that horse armor goes from $5 dollars to $500 dollars since it is uniquely tied to the person who purchased it. The person that purchased it is led to believe that they are not just buying something to use in game, they are investing in an item that will be worth many times more at some point.
In short, the benefit is maximizing revenue from a player base who is speculatively investing in a game goods (Of course, while ignoring the possibility of folks losing a lot of money for what amounts to digital Beanie Babies).
Of course, folks will try to handwave that blockchain in gaming does not need to revolve around making money or whatnot, but I have never seen someone give an idea that was more than one degree removed from someone trying to make a lot of money off of someone's hope that they might make a lot of money.