In the rapidly evolving landscape of crypto gaming, innovations like tap-to-earn are reshaping how decentralized ecosystems attract users. Leading this transformation is The Open Network (TON), a blockchain intricately linked to Telegram, which has become a launchpad for numerous successful projects utilizing this engaging mechanic. Contrary to popular belief, however, tap-to-earn is not meant to define a new gaming genre. Instead, according to Jack Booth, co-founder of TON Society, it serves as an effective go-to-market strategy rather than a sustainable gameplay model.
The Shift in Strategy
During a recent presentation at the Zebu Live conference in London, Booth highlighted a significant shift in how tap-to-earn mechanics function within the crypto space. He stated, “What we’re going to see next is projects using the viral mechanic, tap-to-earn, as more of a launch strategy.” This perspective emphasizes that the primary goal of tap-to-earn is to generate rapid user traction and initial interest, rather than to maintain long-term gameplay engagement.
At its essence, tap-to-earn games engage users during a “mining phase,” where in-game activities correlate with progress towards a future airdrop. This phase, which can last for months, motivates players not only to play the game but also to engage socially—by sharing content, inviting friends, and participating in associated projects. The overarching aim is to create a viral effect, drawing large numbers of users into the ecosystem in preparation for significant airdrops. As Booth notes, this method “builds a massive community really, really fast, and distributes your tokens to as many users as possible.”
Success Stories: Hamster Kombat and Notcoin
The effectiveness of this strategy is evident in the remarkable user participation it generates. Titles like Hamster Kombat have attracted over 300 million players in just a few months, even before any airdrop. Booth also points to Notcoin, a game that sparked the tap-to-earn movement within Telegram, achieving a remarkable near-$3 billion market cap at its token launch. He emphasizes that while these games provide substantial early returns, they also raise questions about long-term sustainability: “It’s always been about: What do you do after that?”
While these games have successfully built vast user bases, sustaining engagement post-mining phase presents challenges. Many projects attempt to rekindle interest by reintroducing mining phases with lower rewards or pivoting to serve as launchpads for other Telegram ecosystem projects. Notcoin exemplifies this shift, evolving from a game into a vibrant hub for users to explore numerous other projects and token launches.
Yet, some seasoned players find these recurring mining phases increasingly less appealing, especially when rewards diminish. After an extensive mining period and subsequent airdrop, many users grow weary, leading to significant declines in token prices post-airdrop. Booth acknowledges these hurdles but highlights valuable lessons learned: “When we haven’t had clarity, we’ve seen what happens: The tokens get punished during the airdrop.”
The Importance of Clear Roadmaps: A Case Study of Blum
As the tap-to-earn model matures within the TON ecosystem, companies are recognizing the necessity of clear future strategies to maintain community interest and bolster token value. Blum is one project that Booth believes exemplifies this understanding. Engaging actively in viral tap-to-earn mechanics, Blum is set to launch a decentralized exchange (DEX). Operating through a Telegram mini app, it has garnered substantial followings, boasting over 31 million subscribers on Telegram, along with nearly 8.3 million on YouTube and 5.5 million on Twitter. In contrast, Binance, a centralized exchange, has under 200,000 Telegram followers and just over 1 million YouTube subscribers.
Booth views this type of viral engagement as critical to Blum’s upcoming product launch. He confidently asserts, “Now when they launch a product, day one, they’re going to be the biggest DEX on the planet.” Blum’s strategy demonstrates how TON projects can leverage the tap-to-earn model to build large followings without overspending on marketing. Once fully operational, the community it has cultivated will provide significant momentum.
For Booth, this approach transcends gaming; it represents a broader user acquisition model that various sectors may adopt. He argues it is a cost-effective alternative to traditional marketing, which often fails to guarantee targeted community-building.
The Future of Tap-to-Earn: Expanding Applications
As tap-to-earn continues to evolve beyond its initial framework in mini-games on Telegram, Booth is witnessing a new wave of developers adopting these principles during their pre-launch phases. His observations at Zebu’s TON Hackers League reveal exciting applications beyond gaming, including an AI trading bot and a gig marketplace akin to Fiverr, both incorporating tap-to-earn features as foundational launch strategies.
Booth stresses that for these projects, the goal is to harness the viral mechanic to foster early user engagement, from Telegram chats to participation in beta testing, ensuring they hit the ground running upon full product rollout. “That’s the next step,” he notes, highlighting how every app can benefit from a strong initial user base through this viral approach.
Ultimately, Booth’s insights signal a pivotal moment in the evolution of blockchain community-building strategies. While tap-to-earn is currently associated with crypto games on Telegram, its future potential lies in how diverse entities—spanning finance, digital services, and AI—will utilize this viral mechanic to secure millions of pre-launch users and sustain them through compelling decentralized applications. As the blockchain landscape continues to develop, strategies like tap-to-earn are poised to remain integral to innovative marketing approaches, enhancing the prominence of the TON ecosystem.
