Ah, the curious realm of crypto gaming and gambling, where the cost of acquiring users with pre-existing crypto wallets ascends to dizzying heights, a veritable Everest among the peaks of the crypto industry! Recent data, like a mischievous sprite, reveals this startling truth.
“Gaming and gambling campaigns are the most expensive, with a median CPW of $8.74 and a lower quartile of $3.40,” quoth the sage Asaf Nadler, co-founder of the Web3 marketing firm Addressable, in a recent missive on X. CPW, or cost per wallet, is a metric of such lofty quality that it tracks the cost of visitors who have already installed their crypto wallets in the sacred confines of their browsers. 🤑
“Higher churn” rate may be to blame
In a previous tête-à-tête with CryptoMoon, Nadler elucidated that their analytical sorcery indicated that users with wallets are more likely to metamorphose into crypto product consumers. 🦋
Yet, the high cost-to-return ratio of this digital gambling escapade may be attributed to “higher churn, speculative behavior, and the cutthroat competition” that reigns supreme. He added, with a flourish:
“If Web3 gaming is truly ‘inevitable,’ we need to find a more powerful UA engine to make it as sustainable as in Web2.”
Meanwhile, the illustrious Jeff “JiHo” Zirlin, co-founder of Axie Infinity, proclaimed on April 11 via X that these high CPW periods are ripe for experimentation. 🎩
“Create new games/product lines, consolidate our market share, and prepare for the next market expansion,” he advised sagely. “Know when it’s a coiling phase. Know when it’s time to explode,” he added, perhaps with a wink. 💥
In stark contrast, decentralized finance (DeFi) and Centralized Finance (CeFi) campaigns seem to waltz through the crypto landscape with ease, attracting new users like moths to a flame. “DeFi/CeFi campaigns are the most cost-efficient, with a median CPW of $2.79 and a lower quartile of just $0.10,” the report chirps cheerfully.
The results, derived from 200 programmatic campaigns orchestrated by over 70 advertisers, claim to target an estimated 9.5 million users globally. 🌍
It meticulously tracks how CPW pirouettes across market cycles, regions, campaign strategies, and audience segments, like a dancer in a grand ballet.
Premium markets cost more to reach crypto users during downturns
Nadler further expounded that while premium markets bask in the glow of low-cost conversions for existing crypto wallet holders during bull runs, their allure becomes a costly affair during market downturns. 😬
He highlighted that in 2024, the US and Western Europe witnessed CPW skyrocketing by four times and 27 times, respectively, between Q1 and Q3, as the markets continued their consolidation and the interest from crypto wallet holders waned like a fading star.
“While these markets provide scale and quality during bull runs, they become significantly more expensive when sentiment turns bearish, making them less sustainable during downturns,” Nadler lamented.
Meanwhile, emerging markets like Latin America and Eastern Europe “offer exceptionally low CPW in favorable conditions but can experience extreme cost volatility,” a rollercoaster of economic thrills! 🎢
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2025-04-13 07:10