As cryptocurrency exchange platform MEXC recently reported, mobile technology, especially Telegram-friendly tap-to-earn apps, has transformed airdrops into gamified user acquisition tools that are tapping into unexplored potential in CIS and Asia. Off- and online spend money, earn money (SMEM) schemes are now airdropping perks, and incentives are gaining speed in capital markets.
The Airdrop Evolution: Beyond Complimentary Tokens
As airdrop schemes advanced over time, their initial purpose of expanding mailing lists or promotional purposes transformed, making them one of the most efficient user onboarding tools in the ecosystem. “Airdrops became a staple in attribution marketing not simply for issuing where users are given free tokens; entrepreneurs rapidly adopted them because users took them, sometimes even actively in dynamic trading and secondary screen-based horizons.” Highlights MEXC’s report: “In anticipating participant on-boarding before 2025 projection-based expectations of generating value, airdrops will act as massively incentivized gateways into digital assets for newcomers.”
Tap-to-Earn is a Massive Focus as Videogame-like Interactions Propel Infrastructure Integration.
The spike in tap-to-earn use on Telegram indicates that there is a substantial increase in the engagement levels of airdrop participation. These mobile-friendly features with straightforward game-like systems are intended to simplify the user experience. Users who find difficulty dealing with finance-related applications are now being catered to. Crypto apps like Hamster Kombat, Notcoin, and Yescoin have made accessing cryptocurrencies easy through their effective one-tap interfaces, which are more akin to games than to sophisticated trading platforms. For example, the number of Hamster Kombat players once eclipsed 70 million, and Notcoin added over five million followers in just a month. These figures highlight the astounding impact of gamification on adoption.
CIS Takes the Lead: A Region That Accepts Free Cryptocurrency
MEXC survey data showcases a drastic discrepancy between regions when it comes to interest in airdrops. The CIS region, consisting of Russia, Ukraine, and Kazakhstan, is leading the global charts as well: 67% of new users from this region participate in crypto airdrop campaigns as users through engagement. MEXC claims that the high levels of Telegram’s digital usage and literacy rates in the CIS region essentially serve as a fertile ground for the success of these airdrop campaigns.
Southeast and South Asia: Bank Obstacles and Crypto Possibilities
Southeast Asia and South Asia still remain notable hotbeds for airdrop participation, with a participation rate of 51% and 32%, respectively. MEXC attributes this high participation to the chronic banking problems in these regions. Cryptocurrencies, especially the prospect of acquiring tokens for nothing, represent a lower-risk financial asset for people who are marginalized from banking services and traditional banking portals. The exchange notes that airdrops provide users in these regions with digital assets that can be later spent or exchanged for goods and services at a fraction of the value attained through traditional banking systems, making it economical for cross-border trade and remittances.
Challenging Assumptions: Africa and Latin America Behind
The report, however, has the most surprising findings in relation to Airdrop participation in Africa and Latin America, which has been debated for so long, characteristic of past assumptions. These regions, once perceived as low-hanging fruits for Airdrops, now have exceptionally low engagement at 12% and 16%, respectively. MEXC posits that this astonishing observation means that active participation on social media and sheer interest in cryptocurrencies do not guarantee that people will take up airdrops, emphasizing the need for a more comprehensive approach to understanding the factors that drive adoption in different regions.
Engagement and Retention: A Promising Outlook
Although some airdrop participants display little to no engagement following the acquisition of free tokens, there is a noteworthy statistic to highlight: 76% of airdrop participants are still retained on the MEXC platform. Out of these retained users, 18% actively trade as regulars, while a notable 58% partake in trading occasionally. Furthermore, the average daily trading volume among actively engaged users from the airdrop is particularly high, surpassing $58,000, with some even reaching $31 million. This demonstrates the ability of airdrops to acquire lucrative and valuable users.
Growing Rewards: A Lucrative Entry Point
The increasing value of rewards is what makes the possibility of receiving them through airdrops even more enticing. MEXC has reported that airdrop events on its platform have distributed over $13.5 million worth of rewards to approximately 470,000 users as of April 20th. This highlights the potential for users to receive significant amounts of digital assets with little to no investment.
Conclusion: Airdrops as a Key Onboarding Tool
MEXC articulately explains the significance of airdrops, noting that these tactics are extremely efficient for onboarding new users into the cryptocurrency ecosystem. Airdrops, by design, allow users to familiarize themselves with an exchange and practice trading without any initial financial commitment. As the market matures, airdrops, especially those with game-like features and optimized for mobile devices, will continue to be an important engagement instrument to increase the adoption rate and change the profile of the future generations of users in the crypto ecosystem.
