Forward the Original Title: Blockchain Networks Race for Telegram Users: A Sustainable Strategy?

Author: Stella L (stella@footprint.network)

The blockchain gaming landscape in 2024 has been dramatically reshaped by an unexpected catalyst: Telegram. As blockchain networks scramble to capture users from this messaging platform’s massive user base, a critical question emerges: Is this strategy delivering sustainable growth, or merely creating temporary surges in vanity metrics?

The Evolution of the Telegram Gaming Phenomenon

The Telegram gaming revolution began with Notcoin’s simple tap-to-earn mechanic, which quickly proved that the messaging platform could be a powerful gateway to Web3. This success triggered a cascade of developments across the blockchain ecosystem.

What started as simple gaming experiments on The Open Network (TON) evolved into a full-scale rush, with multiple blockchain networks vying to replicate this success. Aptos became the first chain to capitalize on this opportunity when its Telegram game Tapos drove daily transactions to surge beyond 50 million in August. This breakthrough sparked a wave of adoption, with networks like Sui, Core, and Matchain quickly launching their own Telegram-based initiatives.

The phenomenon caught the attention of major cryptocurrency exchanges, who moved swiftly to capitalize on the trend. Binance took the lead by strategically listing several Telegram-based gaming tokens, including Hamster Kombat and Catizen. Other exchanges rapidly followed, seeking to capture their share of this emerging market.

The trend has also attracted significant institutional interest since July 2024. Notable investments include Binance Labs backing Pluto Studio, the publisher behind the successful Catizen game. GAMEE, Animoca Brands’ mobile gaming subsidiary and creator of WatBird, secured two consecutive funding rounds in August, highlighting growing institutional confidence in Telegram-based gaming platforms.

Blockchain Networks’ Strategies and Results

Multiple blockchain networks have integrated Telegram games in 2024, with varying degrees of success in user acquisition and retention. The performance data from Core, Sui, and Matchain offers insights into both the immediate impact and longer-term sustainability of this strategy.

Core: A new attempt in the Bitcoin ecosystem

Core, a Bitcoin-powered EVM-compatible Layer 1 blockchain, entered the Telegram gaming space with TomTalk in late September 2024. The “talk-to-earn” game allows users to earn points through chatting on its Telegram mini app.

According to Footprint Analytics, TomTalk’s impact on Core has been substantial. By November 12, the platform had accumulated 729,252 unique wallet users and generated 756,661 transactions since launch. The game’s peak activity occurred during October 28–31, reaching an average daily active user count of 79,600, which represented 14.3% of Core’s total DAU. During this same period, the game generated an average of 79,600 daily transactions, accounting for 7.6% of Core’s total transaction volume.

Source: TomTalk Daily & Total Transactions

However, after the initial surge, TomTalk’s metrics showed a significant cooling period. By November 12, the game’s average daily active users had settled at 14,481 in this month, with average daily transactions stabilizing at 14,489. The TomTalk Telegram mini app maintained a monthly active user base of 16,092.

Sui: A dark horse that continues to rise

Sui, a Move-based Layer 1 blockchain known for its high-performance transaction processing, entered the Telegram gaming space with BIRDS on September 25. This project uniquely combined memecoin elements with GameFi features in its Telegram mini-app.

The impact on Sui’s network metrics has been remarkable. Footprint Analytics data shows that by November 12, BIRDS had accumulated 751,267 unique wallet users and generated 17.7 million transactions since its launch. The game’s influence on Sui’s ecosystem has grown steadily, with BIRDS’ share of Sui’s daily active users increasing from 9.1% to 34.0%, while its share of total transactions rose from 4.3% to 13.5%.

Source: BIRDS Daily Active Users

Most notably, while other Telegram-based games typically show declining trends after launch, BIRDS has maintained an upward trajectory. The game’s Telegram mini-app has sustained a robust monthly active user base of 6.2 million. With Sui’s average daily active users reaching 243,520 in November, there remains significant potential to convert more of BIRDS’ Telegram user base into on-chain participants.

Matchain: The dramatic rise

Matchain, a decentralized AI blockchain focusing on data and identity sovereignty, has perhaps demonstrated the most dramatic impact of Telegram gaming integration since its mainnet launch in August 2024.

The network’s transformation has been remarkable. From a modest beginning of just 78 daily active users in September, Matchain’s gaming ecosystem, driven by Telegram-based games like LOL, Jumper, and Digiverse, catapulted to an average of 549.9K daily active users in October. This growth was matched by a surge in daily transactions, which rose from 127 to 564.7K during the same period.

The platform reached its peak during October 9–13, when daily active users averaged 2.0 million, culminating in an extraordinary high of 3.3 million users on October 12. While these numbers inevitably declined from these peak levels, they stabilized at a significant 614,800 users in late October. By November 12, the network had shown renewed growth, reaching 768,800 daily active users.

Source: Web3 Game Data on Matchain

Matchain’s trajectory offers perhaps the clearest illustration of Telegram gaming’s potential to drive blockchain adoption — moving from negligible activity to sustained hundreds of thousands of daily users within just two months. However, the sharp peak and subsequent stabilization also highlight the challenges of maintaining momentum after initial user acquisition.

Understanding the Impact and Future Potential

The integration of Telegram gaming into blockchain networks has demonstrated remarkable efficiency in user acquisition. With acquisition costs dropping below $0.1 per user — compared to $10+ for traditional Web3 channels and up to $40 for centralized exchanges — this strategy has proven highly cost-effective. Moreover, these users often come pre-exposed to crypto concepts, making them more readily convertible to Web3 participants.

However, the sustainability of this approach faces several challenges. Current user demographics reflect Telegram’s strong presence in Eastern Europe, Africa, South Asia, and other emerging markets. While initial user numbers are impressive, retention rates typically show sharp declines after launch periods. The presence of guilds and potential bot activity requires careful monitoring to ensure both genuine user engagement and economic sustainability.

Looking Forward

As the window of opportunity for early adoption narrows, blockchain networks must act strategically to maximize the potential of Telegram integration. A strategic combination of viral marketing tools, growth mechanisms, and data analytics for user behavior tracking can help networks optimize their acquisition funnels and retention strategies. The key to long-term success will likely lie in building engaging experiences that convert initial user interest into sustained participation.

The Telegram gaming phenomenon represents not just a temporary trend but a potential paradigm shift in how blockchain networks approach user acquisition. Those who can effectively address retention challenges while maintaining the cost-effective benefits of this channel may find themselves well-positioned for the next phase of Web3 adoption.

Original Stella Footprint Blockchain Analysis

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