边玩边赚钱已经死了。为什么点击赚钱标志着一个重大转变

Alena Shmalko 表示，Notcoin、TapSwap、Yescoin 和 Hamster Kombat 等点击游戏巨头已经展示了区块链游戏如何吸引数百万用户

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

CoinDesk?s Play-to-Earn 已死？为什么点击赚钱标志着一个重大转变

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 基金会生态系统负责人 Alena Shmalko 表示，Notcoin、TapSwap、Yescoin 和 Hamster Kombat 等 Clicker 巨头已经展示了区块链游戏如何吸引数百万用户。

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.

边玩边赚钱（P2E）游戏很快就出现了，但它们却失败了。为什么？ P2E 游戏试图将游戏玩家带入加密货币领域，但我们都知道加密货币不是信任或大规模采用的关键。

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，焦点已经转移。为加密货币爱好者提供他们想要的东西：一种快速、轻松地赚取加密货币的方法。虽然传统的 P2E 模式通常需要复杂的游戏玩法和大量的时间投入，但所谓的“点击即可赚取”游戏提供了一种更易于访问和吸引人的方法。通过利用诸如 Telegram 之类的社交层，这些层位于消费者手中，并利用（没有双关语）人们已经花费时间的地方，无论有意还是无意，大规模采用的窗口已经打开。

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

这篇专栏文章是 CoinDesk GameFi 主题周的一部分。

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.

在过去的三个月里，2.1 亿人成为了 Hamster Kombat（Telegram 中一款病毒式点击游戏）模拟加密货币交易所的首席执行官。其他成功的 Tap-to-Earns 在 Web3 游戏中的数字相对较低，但仍然引人注目：TapSwap 拥有 5000 万总用户，不到一个月的时间，Yescoin 的活跃玩家就超过了 2600 万。这些统计数据类似于传统的 Web2 游戏，但这些游戏代表了 Telegram 中 Web3 生态系统核心的大规模采用中心。

Mini apps drive adoption

迷你应用程序推动采用

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 迷你应用程序是这一采用周期的叙述者或引擎之一，而点击赚钱趋势似乎已成为其主要推动力。尽管 Gatto 等中核 Telegram 游戏或 Fanton 等梦幻体育游戏也取得了良好的进展，但与点击游戏巨头相比，它们的用户群仍然有限。

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.

这一切都始于 Notcoin，自 2024 年元旦推出以来，它成功吸引了超过 4000 万玩家。其中 1150 万玩家在 Binance、OKX 和其他顶级平台上市后，通过领取 Notcoin ($NOT) 代币成为了 Web3 用户。层级交换。

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.

他们的策略非常天才，后来被 PixelTap 等其他病毒式应用程序采用。流程是这样的：从完全链下游戏开始，以避免用户摩擦，通过激励和推荐吸引尽可能多的玩家，然后宣布即将进行的代币空投。

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（一种流行的 P2E Telegram 迷你应用程序）很早就引入了链上机制。时间将阐明每个团队选择的不同方法如何影响转化和留存用户，尤其是在 Hamster Kombat、TapSwap 和 PixelTap 推出其代币后。 Catizen 和 Notcoin 的链下用户到链上用户的转化率分别为 7% 和 6.2%，远高于 Telegram 0.6% 的平均水平。

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 游戏的秘诀是什么？游戏玩法的明显简单性（例如，点击并完成简单的任务任务）和有趣的游戏进程（例如，找到新的日常卡牌组合或密码，如 Hamster Kombat 中的密码）是 Tap-to-Earn 令人难以置信的主要原因在如此短的时间内实现增长。

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.

社区空投的承诺是此类游戏的另一个成功点。与 DeFi 协议或以太坊 L2 不同，点击器应用程序不需要任何复杂的链上操作，Notcoin 提供了这方面的说明性证明。据 Notcoin 团队称，大约 90% 的代币供应流向了社区，每个钱包的平均奖励达到 200 美元。 Catizen 承诺空投未来 $CATI 的 42%，而上述其他应用程序尚未透露其代币经济学。

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.

成功的另一个重要因素是利用社交层并鼓励玩家邀请朋友并组队竞争以获得更高的奖励。所有这些病毒式应用程序都选择了 TON 的区块链，这可以通过 Telegram 的便捷性、其 9.5 亿的全球用户群、区块链的技术优势以及 Notcoin 最近在顶级中心化交易所取得的成功来解释。

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 领域的大玩家也支持这一策略也没什么坏处。著名的 Web3 游戏工作室和风险投资公司 Animoca Brands 在 Telegram 上投入了大量资金，现在选择 TON 作为其 Web3 合作伙伴。其中包括 Animoca 旗下的游戏平台 GAMEE，该平台拥有超过 8000 万用户，该平台最近宣布在其他 TON 项目经过充分测试的实践后，在 TON 上推出自己的代币。

Not just fun and games

不仅仅是乐趣和游戏

No

不