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Crypto gaming user acquisition cost is now the highest among all Web3 marketing segments, recent data reveals.
Gaming and gambling campaigns see the steepest costs when trying to attract users with existing crypto wallets. This metric, known as cost per wallet (CPW), highlights how much advertisers pay to acquire users already equipped for Web3 engagement.
According to a report by Addressable, a Web3 marketing analytics firm, gamingClick here for more Details and gambling campaigns show a median CPW of $8.74. The lower quartile still hovers at $3.40, far surpassing other sectors. Co-founder Asaf Nadler emphasized that CPW is a superior performance indicator because it focuses on users who already hold and use crypto wallets.
Crypto gaming user acquisition cost outpaces DeFi and CeFi marketing
In contrast, decentralized finance (DeFi) and centralized finance (CeFi) campaigns perform much better. With a median CPW of $2.79 and a lower quartile at just $0.10, these sectors are far more cost-effective. The difference suggests that crypto gaming must navigate higher churn rates or user skepticism compared to financial platforms.
Axie Infinity co-founder Jeff “JiHo” Zirlin offered a different perspective, calling high CPW periods an opportunity. He encouraged teams to “create new games,” consolidate their base, and prepare for future growth. High costs may signal a “coiling phase” before an expansion in the market.
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Premium markets add pressure to crypto gaming campaign budgets
Nadler’s findings also point to strong regional variances. In 2024, CPW in the United States rose by four times between Q1 and Q3. Western Europe was even more extreme, with a 27-fold CPW increase during the same period. These premium markets become highly expensive during bearish cycles when wallet holder interest drops.
Emerging markets offer some relief. Latin America and Eastern Europe deliver lower CPW under favorable conditions. However, these regions also show extreme volatility, posing a risk to campaign sustainability. Marketers must adapt strategies according to region, market cycle, and campaign timing.
Despite the rising crypto gaming user acquisition cost, the sector remains full of potential. Teams must understand when to push and when to regroup. As market sentiment shifts, strategic flexibility becomes critical. Data-driven insights and regional diversification could help projects reach users more effectively and affordably.
