邊玩邊賺錢已經死了。為什麼點擊賺錢標誌著一個重大轉變

Alena Shmalko 表示，Notcoin、TapSwap、Yescoin 和 Hamster Kombat 等點擊遊戲巨頭已經展示了區塊鏈遊戲如何吸引數百萬用戶

CoinDesk?s Play-to-Earn Dead? Why Tap-to-Earn Marks a Big Shift

CoinDesk?s Play-to-Earn 已死？為什麼點擊賺錢標誌著一個重大轉變

Clicker giants like Notcoin, TapSwap, Yescoin and Hamster Kombat have shown how blockchain games can reach millions of users, says Alena Shmalko, Ecosystem Lead at TON Foundation.

TON 基金會生態系統負責人 Alena Shmalko 表示，Notcoin、TapSwap、Yescoin 和 Hamster Kombat 等 Clicker 巨頭已經展示了區塊鏈遊戲如何吸引數百萬用戶。

Play-to-earn (P2E) games quickly came on the scene, but they failed. Why? P2E games tried to bring gamers into crypto, which we’ve all learned is not the key to trust nor mass adoption.

邊玩邊賺錢（P2E）遊戲很快就出現了，但它們卻失敗了。為什麼？ P2E 遊戲試圖將遊戲玩家帶入加密貨幣領域，但我們都知道加密貨幣不是信任或大規模採用的關鍵。

Instead, the focus has shifted. Give crypto-enthusiasts what they want: a way to earn crypto quickly and easily. While traditional P2E models often require complex gameplay and significant time investments, so-called “Tap-to-Earn” games offer a more accessible and engaging approach. By utilizing the social layers, such as Telegram, that live at the hands of consumers and tap into (no pun intended) where people already spend their time, a window into mass adoption has opened, intentionally or not.

相反，焦點已轉移。為加密貨幣愛好者提供他們想要的東西：一種快速、輕鬆地賺取加密貨幣的方法。雖然傳統的 P2E 模式通常需要複雜的遊戲玩法和大量的時間投入，但所謂的「點擊即可賺取」遊戲提供了一種更易於訪問和吸引人的方法。透過利用諸如 Telegram 之類的社交層，這些層位於消費者手中，並利用（沒有雙關語）人們已經花費時間的地方，無論有意還是無意，大規模採用的窗口已經打開。

This op-ed is part of CoinDesk's GameFi Theme Week.

這篇專欄文章是 CoinDesk GameFi 主題週的一部分。

Over the last three months, 210 million people have become CEOs of a simulated crypto exchange in Hamster Kombat, a viral clicker game in Telegram. Other successful Tap-to-Earns have relatively lower yet still remarkable numbers for Web3 gaming: TapSwap boasts 50 million total users, and in under one month, Yescoin surpassed 26 million active players. These stats resemble traditional Web2 games, yet these games represent the center of mass adoption at the heart of the Web3 ecosystem in Telegram.

在過去的三個月裡，2.1 億人成為了 Hamster Kombat（Telegram 中一款病毒式點擊遊戲）模擬加密貨幣交易所的執行長。其他成功的 Tap-to-Earns 在 Web3 遊戲中的數字相對較低，但仍然引人注目：TapSwap 擁有 5000 萬總用戶，不到一個月的時間，Yescoin 的活躍玩家就超過了 2600 萬。這些統計數據類似於傳統的 Web2 遊戲，但這些遊戲代表了 Telegram 中 Web3 生態系統核心的大規模採用中心。

Mini apps drive adoption

迷你應用程式推動採用

Telegram Mini Apps are one of the narratives or rather engines of this adoption cycle, and the Tap-to-Earn trend seems to have become its main fuel. Though mid-core Telegram games like Gatto or fantasy sports games like Fanton have shown good progress too, their user bases remain limited compared to the clicker giants.

Telegram 迷你應用程式是這個採用週期的敘述者或引擎之一，而點擊賺錢趨勢似乎已成為其主要推動力。儘管 Gatto 等中核 Telegram 遊戲或 Fanton 等夢幻運動遊戲也取得了良好的進展，但與點擊遊戲巨頭相比，它們的用戶群仍然有限。

It all started with Notcoin, which managed to attract over 40 million players since its launch on New Year’s Day 2024. 11.5 million of these became Web3 users by claiming Notcoin ($NOT) tokens after its listing on Binance, OKX, and other top-tier exchanges.

這一切都始於Notcoin，自2024 年元旦推出以來，它成功吸引了超過4000 萬玩家。用戶。

Their strategy was genius and it’s since been adopted by other viral apps like PixelTap. Here is the process: start with completely off-chain gameplay to avoid user friction, capture as many players as possible through incentives and referrals, and then announce an upcoming token airdrop.

他們的策略非常天才，後來被 PixelTap 等其他病毒式應用程式採用。流程是這樣的：從完全鏈下遊戲開始，以避免用戶摩擦，透過激勵和推薦吸引盡可能多的玩家，然後宣布即將進行的代幣空投。

Other strategies have worked quite well, too. Yescoin and Catizen (a popular P2E Telegram Mini App) introduced on-chain mechanics early on. Time will clarify how the different approaches chosen by each team affect conversion and retained users, especially once Hamster Kombat, TapSwap, and PixelTap launch their tokens. Catizen and Notcoin boast a conversion rate from an off-chain to an on-chain user of 7% and 6.2% respectively – much higher than Telegram’s 0.6% average.

其他策略也很有效。 Yescoin 和 Catizen（一種流行的 P2E Telegram 迷你應用程式）很早就引入了鏈上機制。時間將闡明每個團隊選擇的不同方法如何影響轉換和留存用戶，尤其是在 Hamster Kombat、TapSwap 和 PixelTap 推出其代幣後。 Catizen 和 Notcoin 的鏈下用戶到鏈上用戶的轉換率分別為 7% 和 6.2%，遠高於 Telegram 0.6% 的平均值。

Success factors

成功因素

What is the secret sauce of a viral Telegram game? The obvious simplicity of the gameplay (e.g., clicking and completing easy quest tasks) and an entertaining game progression (e.g., finding new daily card combinations or ciphers as found in Hamster Kombat) is a major reason why Tap-to-Earn has seen incredible growth in such a short time frame.

火爆 Telegram 遊戲的秘訣是什麼？遊戲玩法的明顯簡單性（例如，點擊並完成簡單的任務任務）和有趣的遊戲進程（例如，找到新的日常卡牌組合或密碼，如Hamster Kombat 中的密碼）是Tap-to-Earn 令人難以置信的主要原因在如此短的時間內實現成長。

The promise of community airdrops is another point of success for these types of games. Unlike DeFi protocols or Ethereum L2s, clicker apps do not require any complex on-chain actions, and Notcoin provided illustrative proof of that. Around 90% of the token supply went to the community with an average reward per wallet reaching $200, according to the Notcoin team. Catizen promises to airdrop 42% of the future $CATI, while the other above-mentioned apps have not revealed their tokenomics yet.

社群空投的承諾是此類遊戲的另一個成功點。與 DeFi 協議或以太坊 L2 不同，點擊器應用程式不需要任何複雜的鏈上操作，Notcoin 提供了這方面的說明性證明。據 Notcoin 團隊稱，大約 90% 的代幣供應流向了社區，每個錢包的平均獎勵達到 200 美元。 Catizen 承諾空投未來 $CATI 的 42%，而上述其他應用程式尚未透露其代幣經濟學。

Another essential ingredient of success is leveraging the social layer and encouraging players to invite friends and compete in squads to get higher rewards. All these viral apps chose TON’s blockchain which can be explained by the ease of onboarding into Telegram, along with its global user base of 950 million, the technical advantages of the chain, and the recent success of Notcoin on top-tier centralized exchanges.

成功的另一個重要因素是利用社交層並鼓勵玩家邀請朋友並組隊競爭以獲得更高的獎勵。所有這些病毒式應用程式都選擇了TON 的區塊鏈，這可以透過Telegram 的便利性、其9.5 億的全球用戶群、區塊鏈的技術優勢以及Notcoin 最近在頂級中心化交易所取得的成功來解釋。

It doesn’t hurt to have big players in Web3 endorsing this strategy as well. Prominent Web3 gaming studio and venture capital firm Animoca Brands made a significant bet on Telegram and is now choosing TON as its Web3 partner. This includes Animoca-owned gaming platform GAMEE, which boasts 80 million-plus users, who recently announced the launch of their token on TON following the well-tested practices of other TON projects.

Web3 領域的大玩家也支持這項策略也沒什麼壞處。著名的 Web3 遊戲工作室和風險投資公司 Animoca Brands 在 Telegram 上投入了大量資金，現在選擇 TON 為其 Web3 合作夥伴。其中包括 Animoca 旗下的遊戲平台 GAMEE，該平台擁有超過 8000 萬用戶，該平台最近宣佈在其他 TON 項目經過充分測試的實踐後，在 TON 上推出自己的代幣。

Not just fun and games

不僅僅是樂趣和遊戲

No

不