Yigit Taha OZTURK 
Crypto gaming and gambling campaigns are the most expensive user acquisition channels in Web3, according to a new report by marketing firm Addressable. The study, analyzing over 200 campaigns from 70+ advertisers, found that these sectors have a median cost per wallet (CPW) of $8.74, making them the least efficient in the industry.
Why So Expensive?
The report attributes the high CPW to:
- Higher user churn rates
- Speculative behavior
- Saturated competition in gaming and gambling sectors
You Might Be Interested In: Elon Musk Talks About the Name of a New Memecoin!
CeFi and DeFi Perform Better
In contrast, centralized and decentralized finance (CeFi/DeFi) campaigns proved much more cost-effective:
- Median CPW: $2.79
- Lower quartile: as low as $0.10
Market Cycles and Regional Impact
In bull markets, wallet acquisition costs are low across premium markets. But during downturns:
- CPW in the U.S. increased 4x
- In Western Europe, it soared 27x
Emerging markets like Latin America and Eastern Europe offer low CPW in favorable conditions but face severe volatility when market sentiment declines.
The study highlights the need for better user acquisition strategies, especially if Web3 gaming is to become sustainable. Axie Infinity’s co-founder Jeff Zirlin recommends leveraging high CPW phases for product experimentation and consolidation.
You can also freely share your thoughts and comments about the topic in the comment section. Additionally, don’t forget to follow us on our Telegram, YouTube, and Twitter channels for the latest news and updates.