Tap-to-Earn Crypto Games: The Powerful Web3 Marketing Tool
While the industry anticipated breakthroughs from complex technologies, metaverses, and AAA games, the true GameFi revolution was sparked by its simplest segment—crypto clickers, or tap-to-earn games.
According to IMARC Group, the blockchain gaming market is projected to reach $14.8 billion in 2024, with an astonishing growth forecast to $1.17 trillion by 2033, growing annually at 62.59%.
Example of a typical T2E game interface
What makes simple clicker games more effective than complex P2E projects? How have these straightforward apps become game-changing tools for attracting and retaining users? And most importantly, what marketing lessons can be learned from the phenomenal rise of tap-to-earn games?
The Evolution of Marketing in Web3
In the early days, Web3 projects leaned heavily on showcasing technological superiority. They promoted complex DeFi protocols, developed expansive NFT ecosystems, and built large-scale P2E mechanics aimed primarily at experienced users—developers and investors.
Over time, marketing strategies evolved from direct advertising and aggressive sales to focusing on community building, personalized communication, and delivering long-term value.
Despite these improvements, one critical hurdle remained—the high barrier to entry for mainstream users.
The real breakthrough came with the introduction of gamification. But it wasn’t the complex, investment-heavy type of gamification that demanded a deep understanding of crypto. Instead, it was a simple, intuitive approach that won users over. Tap-to-earn crypto games proved that when users are free from the burden of deciphering tokenomics or mastering complicated mechanics, they’re far more likely to engage with the product. This seamless interaction naturally draws them into the Web3 ecosystem.
What’s Behind the T2E Phenomenon?
Who could have predicted that a simple tap-to-earn app would lead Web3 marketers in early 2024 to reevaluate how they attract users to crypto platforms? The trailblazer in this niche, Notcoin by TON, achieved remarkable results: 30 million users generated over 8 trillion clicks, which translated into 17 trillion tokens.
The key to Notcoin's success was its integration with Telegram via a mini-app, making it incredibly easy for users to get started and encouraging viral growth. Launched during a period of peak interest in airdrops, the project perfectly aligned with the crypto community’s desire for simple, accessible ways to earn tokens.
Inspired by Notcoin’s success, crypto exchanges have begun developing their own versions of tap-to-earn games, each offering a unique approach to user engagement.
Related: New Clicker Games on Telegram
What Sets an Innovative Project Apart from Just Another Copycat?
The magic begins with the right "hook"—a feature so compelling it keeps users coming back for more. It could be the nostalgia for retro games, as seen in Coinsweeper, or the excitement of making predictions, like in Bull Run.
But a game alone isn’t enough. It needs to be seamlessly woven into a comprehensive marketing strategy to maximize its potential.
Bull Run Game Interface. Source: Bull Run mini app
Bybit Coinsweeper Game Interface. Source: Bybit Coinsweeper mini app
What Does This Mean in Practice?
A tap-to-earn game must seamlessly integrate into its ecosystem. When the game aligns naturally with the main product (such as a crypto exchange), each click subtly draws users into the Web3 space. Equally vital is the reward system—it should be transparent, easy to understand, and, most importantly, achievable. When users see their efforts translate into tangible benefits—tokens, fee discounts, or exclusive perks—they are far more likely to become loyal participants.
To better understand these dynamics, we analyzed the top T2E crypto games from leading exchanges and developed an evaluation methodology.
This methodology assesses games based on five critical success factors, each rated on a 4-point scale (4 being the highest, 1 the lowest):
- Ecosystem integration
- Reward system
- Game design
- Viral potential
- Technical readiness
| Game | Coinsweeper (Bybit) | Moonbix (Binance) | Bull Run (WhiteBIT) | OKX Racer (OKX) |
| Ecosystem integration | 2 | 1 | 4 | 3 |
| Reward system | 3 | 1 | 2 | 4 |
| Game design | 4 | 1 | 2 | 3 |
| Viral potential | 2 | 4 | 3 | 1 |
| Technical readiness | 3 | 4 | 2 | 1 |
| Total Score | 14 | 11 | 13 | 12 |
Using this methodology reveals a clear breakdown of each project’s strengths and weaknesses.
For instance, Coinsweeper stands out for its game design and rewards system, offering a balanced and engaging user experience, while Moonbix excels in technical readiness and viral potential but falls short in integrating with its ecosystem. Bull Run takes an innovative approach, presenting a fresh perspective on gamified trading and achieving strong integration with WhiteBIT’s platform, and OKX Racer is recognized for its notable game design but lags in other essential areas.
However, no single element guarantees success. Even the best-designed game can fail without robust integration with the ecosystem and a thoughtfully designed reward system. True success hinges on the synergy of all components, determining whether the clicker game becomes a user magnet or fades into obscurity.
Tap-to-Earn Gaming 2.0: What’s Next?
Tap-to-earn games are proving to be more than just a fleeting trend—they’re becoming a cornerstone of Web3 marketing strategies. They address the industry’s biggest hurdle: simplifying entry for everyday users. Instead of overwhelming users with dull tutorials and technical jargon, they offer intuitive mechanics with tangible rewards.
What’s even more intriguing is the potential for this tool to transcend the crypto space. Imagine a banking app that gamifies cashback through a clicker or an airline loyalty program built around a Tap-to-Earn concept. The possibilities are limitless, provided the game mechanics are seamlessly aligned with real user value.
What Does This Mean for Marketers?
Marketers need to move past seeing crypto clickers as just a trendy gimmick. These tools are part of a long-term strategy that will only succeed if:
- The game mechanics are seamlessly integrated with your product.
- The reward system is transparent and incentivizes sustained engagement.
- There is a clear pathway to convert players into active users of your platform.
- The project provides genuine value to its audience.
But before you move forward, ask yourself one fundamental question: What real problem does it solve for your audience?
In a market where nearly every second project has its own tap-to-earn game, only those that genuinely enhance the user experience—rather than just encouraging mindless tapping—will stand out and thrive.
