Crypto wallet user acquisition costs soar in gaming campaigns
Acquiring users through gaming and gambling campaigns has become the costliest strategy in the Web3 industry, with high costs per wallet reported in these sectors.
Crypto gaming and gambling campaigns are the most expensive way to acquire crypto wallet users, with a median cost per wallet (CPW) of $8.74. DeFi and CeFi campaigns are far cheaper, with a median CPW of $2.79.
Axie Infinity’s Jeff Zirlin views the high costs as an opportunity for strategic growth, urging Web3 teams to prepare for future expansion. Meanwhile, regional differences show that CPWs in the US and Western Europe surged in 2024.
In contrast, emerging markets like Latin America and Eastern Europe remain more affordable but volatile.
The Web3 gaming sector is also struggling, with a significant drop in funding. Blockchain gaming saw a 71% decrease in investment in Q1 2025, highlighting ongoing challenges for the industry.
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