Recent data indicates that crypto gaming and gambling advertisements are the most costly means of acquiring users with existing crypto wallets, with a median cost per wallet (CPW) of $8.74 and a lower quartile of $3.40. Asaf Nadler, co-founder of the Web3 marketing firm Addressable, pointed out that these campaigns are less effective in converting users compared to decentralized finance (DeFi) and centralized finance (CeFi) campaigns, which have a median CPW of $2.79. The expensive nature of gaming and gambling ads is attributed to higher user churn, speculative behavior, and intense market competition. Nadler emphasized the need for a more effective user acquisition strategy in Web3 gaming, likening its potential to Web2’s sustainability. Conversely, during market downturns, premium markets like the US and Western Europe see significantly increased costs, while emerging markets can offer lower CPW under favorable conditions. This fluctuation highlights the challenges faced by crypto campaigns across varying market cycles.

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