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Wallet Users Are Costing More Than Ever
Acquiring users with existing crypto wallets has become wildly expensive in the gaming and gambling sectors. A recent study from Web3 marketing firm Addressable reveals the median cost per wallet (CPW) is now $8.74. That’s over triple the cost of acquiring users in DeFi and CeFi campaigns, which average around $2.79.
Why Is It So Pricey?
Several factors are driving up these marketing costs. High user churn rates and speculative user behavior are major culprits. On top of that, intense competition in the crypto gaming and gambling space makes it harder to keep users engaged.
Addressable analyzed over 200 campaigns targeting 9.5 million wallet users across the globe. The conclusion? Crypto gaming and gambling is the priciest battlefield for marketers right now.
Region Matters—Big Time
Costs also vary depending on the region. In 2024, during a crypto market dip, the CPW in the U.S. shot up fourfold. In Western Europe? A jaw-dropping twenty-sevenfold spike. Meanwhile, emerging markets like Latin America and Eastern Europe showed lower CPW rates—but those numbers were highly volatile.
Innovation Through Pressure
Axie Infinity co-founder Jeff “JiHo” Zirlin doesn’t see the high CPW as all bad news. He says it’s a perfect time to build. When user acquisition gets tough, it forces teams to innovate. He believes these periods help weed out weak projects and spark the next wave of killer games and products.
