Crypto and gambling campaigns are the most expensive way to get users with existing crypto wallets, which are the highest rank of all crypto industry sectors, recent data shows.
“Gaming and gambling campaigns are the most expensive, with the median CPW of $ 8.74 and a lower quartz $ 3.40,” Web3 Marketing Firm Addressable co-founder ASAF Nadler Says In a recent report posted to X. CPW, or cost per purse, is considered a higher “quality” metric as it monitors the cost of guests on the website with a crypto wallet that is installed in their browser.
“Higher Churn” rate can be blamed
Nadler had previously said Cointelegraph that their review The data showed that users with a purse were more likely to convert to crypto products.
Cpw in different regions during bull markets in Q1 a Q4 of 2024. Source: Asaf nadler
Nadler said the high cost-to-return ratio of crypto gaming and gambling may be due to “higher churn, imaginary behavior, and intense competition.” He added:
“If web3 play is truly” inevitable, “we have to find a stronger UA engine to make it as sustainable as the Web2.”
However, Axie Infinity co-founder Jeff “Jiho” Zirlin Says In an April 11 post on X that high CPW periods were a great time to experiment.
“Create new game/product lines, combine our market shares, and prepare for the next expansion market,” Zirlin said. “Find out when this is a coiling stage. Find out when it’s time to explode,” he added.
Meanwhile, decentralized finances (DEFI) and centralized financial campaigns (CEFI) are easier to attract new crypto users. “Defi/Cefi campaigns are the most excellent cost, with a CPW median of $ 2.79 and a lower quartz just $ 0.10,” the report said.
The results are based on 200 programmatic campaigns running the address of more than 70 advertisers, claiming to target approximately 9.5 million users worldwide.
CPW results in different sectors of the crypto industry. Source: Asaf nadler
Monitoring how CPW differentiates the market cycles, regions, campaign techniques, and audience segments.
Premium markets cost more to reach crypto users during the falls
Nadler said that while premium markets experience cheap conversions for existing crypto wallet holders as the bull runs, attracting their attention is becoming more expensive in market falls.
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He showed that in 2024, the US and Western Europe saw the CPW increase four times and 27 times, respectively, between Q1 and Q3, as markets continued to combine and interest from Crypto purse holders.
“While these markets provide scale and quality during the bull’s trend, they become more expensive when the sentiment turns, making it less preserved in the falls,” Nadler said.
Meanwhile, emerging markets such as Latin America and Eastern Europe “offer low CPWs in desirable conditions but may experience severe cost volatility.”
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