Tap-to-earn has emerged as a transformative strategy in web3, utilizing viral mechanics to quickly attract large user bases for blockchain-based projects. In an interview with Decrypt Jack Booth, co-founder of TON Society, explains that this model is more than just a gaming trend. Instead, it’s a cost-effective way for projects to build user momentum prior to launching products on The Open Network (TON)—a blockchain closely associated with Telegram, which hosts the majority of these projects.

The Open Network (TON)

New Approach to UA

Tap-to-earn gained substantial traction in 2023, especially within Telegram’s ecosystem, drawing in millions of users and elevating TON’s blockchain visibility. In essence, the strategy gamifies initial user engagement by rewarding simple tasks, such as tapping, sharing content, and inviting friends, with potential future airdrops. This model, Booth suggests, should not be viewed as a standalone game genre, but as an innovative launch strategy that engages users and drives adoption at scale.

Speaking at the Zebu Live conference, Booth underscored that “tap-to-earn” is not meant to be an enduring aspect of a project, but rather a means to rapidly build a community around new blockchain initiatives. “I never believed that it’s going to be a whole sector of crypto,” he said, describing it as a “go-to-market strategy,” Booth stated.

TON has the Highest Number of Games

Viral Mechanics

Tap-to-earn games typically enter a “mining phase” during which players can accumulate a stake in an upcoming airdrop by engaging with basic gameplay elements. This phase often includes sharing on social media, inviting others, and exploring partner projects, all of which contribute to community growth. For instance, the game Hamster Kombat reported over 300 million users before its token launch, while Notcoin saw a peak market cap close to $3 billion after using the model.

For Booth, the real value in tap-to-earn lies in its ability to connect communities with token launches and to build a substantial user base without costly marketing expenses. However, he warns that the challenge comes after the airdrop, where the roadmap and future value propositions become crucial for token sustainability. “When we haven’t had clarity, we’ve seen what happens: The tokens get punished during the airdrop,” he noted, suggesting that projects must clearly communicate post-launch plans to retain engagement.

Hamster Kombat on Telegram

Blum’s Success Story

Blum, a decentralized exchange (DEX) project in development on TON, exemplifies the power of the tap-to-earn model for user acquisition (UA). By employing similar viral mechanics, Blum has amassed 31 million Telegram subscribers, 8.3 million YouTube subscribers, and 5.5 million Twitter followers—a user base that far outpaces those of major exchanges like Binance and Coinbase. According to Booth, these figures put Blum on track to potentially become one of the largest DEXs from day one of its official launch.

Expanding Tap-to-Earn Beyond Games

As the tap-to-earn model continues to demonstrate its effectiveness, other projects within TON are adapting it for non-gaming applications. At the Zebu conference, Booth encountered teams developing an AI trading bot and a freelance marketplace modeled after platforms like Fiverr, both of which plan to implement tap-to-earn mechanics during their launch phases.

By incentivizing users through these viral mechanics, the projects aim to generate user engagement early on, effectively creating a strong foundation for subsequent on-chain transactions. “This is the next step. Now we have a viral mechanic to use in every app that comes to TON. So every app has a million users to start with, and then it’s up to the app to actually do the conversion on-chain.”

TON and Telegram IPs 

Future of Tap-to-Earn on TON

Looking forward, Booth envisions tap-to-earn evolving as a widely adopted launch tactic, particularly within the TON ecosystem. This approach to building early traction has the potential to be integrated into various applications, from finance tools to social apps, as TON continues to attract developers eager to leverage Telegram’s massive user base.

As projects become more sophisticated, the clarity of roadmap and post-airdrop engagement are expected to mature, helping to stabilize token values and sustain community involvement over time. In Booth’s view, the strategic use of tap-to-earn could become a defining characteristic of TON, positioning it as a competitive player in web3 gaming through a unique, viral approach to community building and product launch.

Source: Decrypt