Gameplay Instead of Tokens: The New Era of Web3 Game Marketing

The period of 2021-2022 marked the peak of interest in Web3 games and the play-to-earn (P2E) model. At that time, projects promised fast financial returns: in-game tokens could generate real money, attracting millions of players and investors.

By the end of 2022, the crypto market experienced a severe downturn, culminating in the collapse of the FTX exchange and its FTT token. This event became a symbol of the vulnerability of the cryptocurrency ecosystem and significantly undermined trust in short-term, speculative P2E models in Web3 games.

The industry was forced to rethink its marketing approaches: aggressive ROI-focused strategies and “easy money” promises gave way to strategies centered on creating genuine gameplay value, strengthening communities, working with influencers, and engaging Web2 audiences.

From the FTX Collapse to Marketing Reassessment: Why ROI Promises No Longer Worked

The FTX collapse led to a massive decline in interest in crypto assets and Web3-related projects. Many users and investors lost trust in centralized services and became more cautious in their expectations. This was especially evident in the gaming segment, where promises of high returns through in-game tokens ceased to be a compelling argument for mass adoption.

According to Footprint Analytics, investments in Web3 games fell from approximately $5.5 billion to $3.7 billion. At the same time, daily player activity dropped by nearly 45%, reflecting the overall market downturn and declining interest in speculative play-to-earn models that were primarily financially motivated.

As a result, marketing strategies were reassessed: the industry gradually shifted its focus from yield promises to gameplay quality, long-term product value, and genuine player engagement.

Shifting Marketing Focus: From ROI to Value

Traditional approaches to marketing Web3 games relied on promises of ROI through earning tokens, NFTs, or revenue from in-game content. The decline in market activity showed that such mechanics mainly attracted speculators rather than long-term players who were interested in the gameplay itself.

Why This Matters

• Many project tokens significantly depreciated or lost their appeal, reducing player motivation to focus on earnings.
• The play-to-earn (P2E) model was often associated with “pump-and-dump” schemes, further undermining player trust in Web3 games.
• Analysis by ChainPay in 2024 showed that a significant portion of Web3 games 93% experienced a sharp drop in activity and token value, with many projects effectively ceasing development.

It became evident that marketing strategies based solely on yield promises do not ensure sustainable audience growth.

The New Focus: Product and Experience

Successful contemporary projects no longer focus exclusively on financial returns. Instead, marketers and developers emphasize creating a complete gameplay experience capable of retaining audiences regardless of financial incentives.

Key elements of promotion today include:

• Gameplay that remains engaging to players even without financial rewards.
• Social interactions that unite players around shared experiences and communities.
• Story, world-building, and game mechanics that make the game feel like a complete product rather than a mere tool for earning.

As a result, the industry is gradually redefining Web3 game marketing as creating value for players rather than a vehicle for short-term speculation.

New Marketing Strategies for Web3 Games

Following the market shift, many projects have adopted more comprehensive marketing approaches, including:

1. Community as the Main Growth Driver

Community engagement has become a central strategy:

• Discord and Telegram are used to create spaces for active communication, where players influence project development.
• Projects create DAO structures, allowing the community to participate in key decisions, such as selecting influencers for campaigns.
• Communities are encouraged to create user-generated content, memes, discussions, and collaborations, enhancing organic reach and audience retention.

These approaches help build a sustainable audience focused on the product rather than short-term income, significantly increasing player trust.

2. Influencers and Content Creators

Modern Web3 game marketing increasingly relies on working with influencers and major gaming content creators from Web2. This includes:

• Collaborating with gaming streamers who showcase gameplay and actively engage their audiences.
• Joint streams, challenges, tournaments, and gameplay videos where the focus is on the gaming experience, not tokens.
• Inviting Web2 opinion leaders to bring the project beyond the narrow crypto community.

Influencer marketing helps establish trust and interest among gamer segments previously inaccessible through crypto-focused campaigns.

3. Attracting and Retaining Web2 Audiences

To reach beyond the crypto niche, projects have adopted mechanics and formats familiar to Web2 players:

• Simplified onboarding without mandatory crypto knowledge.
• Focus on high-quality storylines and gameplay.
• Integration of in-game events, tournaments, and special activities that attract Web2 communities.
• Collaborations with gaming brands and studios to expand reach.

Such strategies increase player retention and create ecosystems oriented toward long-term engagement rather than temporary hype.

Successful Web3 Game Marketing Cases After 2022

Before diving into individual examples, it is important to note that the shift in marketing focus emphasizes community, gameplay, and sustainable engagement. These projects demonstrate how Web3 games can thrive without relying on speculative token incentives.

1. Call of the VoYd: PvE Action and Long-Term Campaigns

The project focuses on dynamic PvE gameplay and campaign systems, where players complete missions, battle enemies, and earn in-game rewards. Community activity is maintained through seasonal events, special missions, and character progression systems. During campaigns, players actively participate in PvE battles and challenges, creating a stable daily audience.

Why it Works:

• Daily missions and events encourage consistent player activity.
• PvE gameplay is accessible to a wide audience.
• Seasonal campaigns provide long-term motivation.
• Integration of tokens and in-game assets strengthens the game economy.

2. Pixels: Farming Web3 Economy

Pixels builds its game economy around a farming simulator and social player interactions. Users grow resources, develop their land, trade items, and participate in tasks. The game economy is supported by tokens and in-game resources, while regular events stimulate community engagement.

Why it Works:

• Simple, understandable gameplay attracts a broad audience.
• Social interactions between players form an active community.
• The economy is based on trading resources and items.
• Regular events maintain long-term player engagement.

3. Nifty Island: User-Generated Content and Metaverse

Nifty Island develops a metaverse model where players create their own islands and interactive spaces. The platform emphasizes user-generated content, social activities, and a creative economy. Players can build levels, share them with others, and participate in various events.

Why it Works:

• User-generated content expands the game world’s possibilities.
• Social interactions drive community engagement.
• Players can create and share their own scenarios.
• NFT integration supports the digital economy.

4. Farcana: Esports Web3 Shooter Model

Farcana is a competitive shooter with Web3 economic elements. The game focuses on PvP matches, team battles, and tournaments. Player activity is supported through regular competitions, ranking systems, and esports events.

Why it Works:

• PvP matches create high competitiveness.
• Tournaments and rankings motivate skill improvement.
• Team play forms stable gaming communities.
• The economy is complemented by tokens and digital assets.

5. MixMob: Card Battles and NFT Characters

MixMob combines card strategy with NFT character collection. Players assemble teams, participate in strategic matches, and compete in various game modes. The project uses tournaments and seasonal events to maintain player engagement.

Why it Works:

• Card mechanics make gameplay strategic.
• Collecting characters stimulates long-term interest.
• Tournaments create a competitive environment.
• NFT assets form the digital game economy.

6. Spellborne: Social MMORPG Ecosystem

Spellborne develops a multiplayer RPG emphasizing social interaction. Users explore the world, complete quests, and interact with each other. The economy revolves around in-game resources, items, and characters.

Why it Works:

• MMORPG format forms long-term player communities.
• The game world encourages exploration and character development.
• Social interactions enhance player engagement.
• The economic system supports game world development.

7. Xociety: Web3 Shooter with Social Mechanics

Xociety is a multiplayer shooter with social and economic mechanics. Players participate in PvP battles, develop characters, and engage with the game world through various activities. The ecosystem combines competitive gameplay and economic elements.

Why it Works:

• Competitive matches maintain player attention.
• Character progression motivates long-term engagement.
• Social mechanics strengthen community involvement.
• The economic model integrates digital assets and rewards.

8. Tribally: Community-Oriented Rewards

The project leverages community activity as the main growth tool: daily challenges, tournaments, showdowns, referral systems, and DAO-managed marketing. During one Play-to-Airdrop campaign over seven days, more than 1 million PvP wagers were placed between players, with daily activity reaching tens of thousands of participants.

Why it Works:

• Daily challenges keep players engaged.
• Social events and tournaments foster a sense of community.
• Referral systems encourage activity and attract new participants.
• Planned USDC staking and $TRIBAL token distribution provide additional long-term incentives.

These examples show that shifting marketing toward gameplay value, community, and sustained engagement allows Web3 games not only to survive market downturns but also to build a resilient and active audience.

Conclusion

The Web3 market downturn and the FTX collapse were turning points for Web3 game marketing. These events revealed the limits of yield-based, speculative models. Since then, the industry has taken steps toward maturity:

• Gameplay value and narrative now outweigh short-term gains.
• Communities and social mechanics are key drivers of growth and retention.
• Influencer marketing extends beyond the crypto niche to reach Web2 audiences.
• Marketing strategies are increasingly focused on sustainable ecosystem and player development.

Web3 games remain a young industry, but the shift toward marketing based on real product value and engagement lays the foundation for long-term growth and mass adoption.