A recent study highlights the significant expenses tied to acquiring crypto wallet users through gaming and gambling campaigns in the Web3 space. According to Web3 marketing firm Addressable, these campaigns carry the highest price tag compared to other strategies, driven by their appeal to already-engaged crypto users.

Cost Per Wallet: A Key Metric

Addressable’s analysis of 200 ad campaigns targeting 9.5 million crypto users worldwide reveals a median cost per wallet (CPW) of $8.74 for gaming and gambling initiatives, with the lower quartile at $3.40. CPW measures the expense of attracting users who already own a crypto wallet, indicating a more committed audience than general user acquisition metrics.

Regional and Market Trends

In 2024, CPW surged in premium markets like the U.S. and Western Europe, where declining interest amid market consolidation increased competition for engaged users. In contrast, decentralized finance (DeFi) and centralized finance (CeFi) campaigns proved more cost-effective, offering lower CPW and broader reach for Web3 marketers seeking efficient user acquisition strategies.

This data underscores the need for Web3 projects to balance high-impact campaigns with cost-efficient alternatives to optimize their marketing budgets.

Source: https://cryptonews.com/news/crypto-gaming-and-gambling-are-the-most-expensive-ways-to-attract-wallet-users-data-shows/