As the blockchain gaming industry seeks to establish itself as a new frontier in digital entertainment, an economic reality is tempering ambitions: acquiring new users is expensive. Very expensive. According to the latest analyses, some marketing campaigns related to crypto-gaming or web3 gambling can reach up to $500 per active user. This threshold calls into question the long-term viability of the sector and highlights the challenges of a model that is still maturing.
A soaring acquisition cost
- Extraordinary marketing campaigns: To attract new players, companies in the sector are not hesitant to invest massively in aggressive communication campaigns. Influencers, airdrops, welcome bonuses, or partnerships with streamers: anything goes to get the project talked about.
- $500 per active user: This amount, seen in some crypto-gaming or gambling initiatives, far exceeds the standards observed in traditional video games. Inflated costs that do not necessarily guarantee long-term user loyalty.
A market in search of stability
- A heavy reliance on speculation: The initial success of many blockchain games relies more on the promise of financial gains than on the quality of the gaming experience. This dynamic attracts crypto traders but not necessarily traditional gamers.
- Fragile business models: Projects that rely entirely on token rewards or tradable NFTs struggle to build a sustainable user base once the hype wears off.
Opportunities and risks for the sector
Opportunities:
- The integration of more sophisticated game mechanics could increase player loyalty regardless of the financial aspect.
- Convergence with the gambling sector opens the door to a lucrative but underexploited market.
Risks:
- Excessive marketing budgets with no return on investment.
- Increased regulation of speculative games, particularly in jurisdictions sensitive to online betting.
Conclusion
Crypto-gaming and Web3 gambling are at a crossroads. While investments to attract audiences demonstrate considerable enthusiasm, long-term profitability remains uncertain. To survive, the sector will have to move beyond purely speculative thinking and offer robust, engaging gaming experiences tailored to the expectations of a wider audience. In other words: fewer promises of fortune, more lasting fun.
