This document discusses strategies for acquiring users for crypto gaming projects. It begins by providing background on the CEO and her experience. It then compares traditional gaming to crypto gaming in terms of market size and search interest. The document identifies key audiences for crypto gaming as those interested in collectibles, card games, gambling, and other genres. It also profiles the typical crypto gamer. The rest of the document provides recommendations for acquiring users, including solving gamers' problems, simplifying onboarding, and using videos, influencers, and social media. It also stresses the importance of referral programs for user retention and growth.

1. THE PATH THAT
DESIGNED
TO NEVER BE PASSED:
USER ACQUISITION IN CRYPTO GAMING

2. 17 years of successful experience in advertising, 12 years in marketing,
6 years in digital communications and 4 years in promoting startups
and tech companies.
Brilliant marketer and business developer for B2B companies with over
10 years of hands-on experience
• Chief Business Development Officer of the leading communication
group Dentsu Aegis Network
• CEO of the #1 digital marketing agency Isobar
• Marketing Manager in European Manufacturing company
Kate is a digital-savvy geek, marketing expert and a keynote speaker
with a MSc in Applied Math and Marketing.
KATE VASYLENKO
(CEO & CO-FOUNDER)

3. CRYPTO GAMER’S ACQUISITION JOURNEY
IS LIKE THE USER'S JOURNEY TO RALLY ON MARS
AND ALL OF THAT IS JUST TO SEE SMTH THAT PROBABLY WOULD BE MUCH
BETTER ON THE EARTH
TRAIN FOR ONE YEAR+
SPEND OF HUGE MONEY
7 MONTHS OF FLIGHT

4. VIDEO GAMES
299.000
REQUESTS
6.600
REQUESTS
CRYPTO GAMES
GAMES vs CRYPTOGAMES:
SEARCH REQUESTS

5. VIDEO GAMES
2.4B
PLAYERS*
$37.2B
YEARLY REVENUE*
139K
PLAYERS*
$24M
YEARLY REVENUE*
CRYPTO GAMES
GAMES vs CRYPTOGAMES:
MARKET SIZE

6. LEAGUE OF
LEGENDS
7.480.000
REQUESTS
MINECRAFT
37.200.000
REQUESTS
PUBG
1.200.000
REQUESTS
CRYPTOKITTIES
33.000
REQUESTS
GODS
UNCHAINED
5.400
REQUESTS
WHALES OF GAMING INDUSTRY
VS
THEIR CRYPTO NEIGHBOURS

7. TOP CRYPTOGAMES PERFORMANCE AT A GLANCE:
CATEGORIES THAT BOOMS
GAME TYPE USERS TRANSACTIONS VOLUME (TOKEN) VOLUME (USD)
CRYPTOKITTIES Collectible 86K 4.6M 78K ETH $15M
GODSUNCHAINED CCG 8K 176K 26K ETH $5M
ETHEREMON CCG 11K 568K 2.7K ETH $500K
MLB Collectible 1.3K 386K 7.6K ETH $1.5M
STEEMMONSTERS CCG 12.5K 47M 4M Steem $560K
WINK Gambling 62K 167M 100B TRX $1.6B
EOS KNIGHTS Other 21K 33M 484K EOS $1.5M
COLLECTIBLES
CCG
GAMBLING
OTHER
USERS
COLLECTIBLES
CCG
GAMBLING
OTHER
VOLUME IN USD

8. COLLECTIBLE CARD
GAMES
Online card games and card collectibles
games, which are the reflection of such
games as Hearthstone, D&D, etc.
OTHERS (SHOOTERS,
RPG, AR/MOBILE)
Are designed for those, who takes gameplay
above all. Those are actually classic gamers
who moved to decentralized games.
COLLECTIBLES
4 MAJOR CATEGORIES
This niche is literally taken by CryptoKitties,
and are designed for emotions-driven
millennials primarily.
GAMBLING
Classic gamblers who moved to crypto
regarding different reasons.
Casinos & Betting are the best
representatives.

9. 91%
MALE
44%
25-35
70%
UNIVERSITY
GRADUATED
46%
SINGLE
52%
ENGLISH
SPEAKING
54%
IT RELATED
DUCKDUCKGO
MOST POPULAR SERVICE
COIN TELEGRAPH
MOST POPULAR MEDIA
DAN LOK, TAI LOPEZ
PUBLIC FIGURES
DISCOVERY
FAVORITE TV NETWORK
ANDROID
FAVORITE BROWSING DEVICE
ONLY 139K is left on The Earth
CRYPTO GAMER IS A RARE SPECIE

10. BECAUSE BLOCKCHAIN/CRYPTO
GAMES DON’T OFFER SOLUTIONS
TO THEIR PROBLEMS
BUT OFFER EVEN MORE PROBLEMS
WHY
GAMERS ARE NOT SWITCHING
TO CRYPTOGAMES?

11. UNAWARENESS
COMPLEXITY
REQUIREMENTS
LACKAGE
WILD WEST
WHY
GAMERS ARE NOT SWITCHING
TO CRYPTOGAMES?

12. THE ADOPTION WILL HAPPEN ONLY
IN THOSE GAMES CATEGORIES
WHERE PROBLEMS OF GAMERS WILL
BE SOLVED
WHEN
WILL GAMERS SWITCH
TO CRYPTOGAMES?

13. EARN MONEY
ANY CRYPTO-GAME
KEEP IT PRIVATE
GAMBLING
SECURE OWNERSHIP
COLLECTIBLE GAMES
?
WHAT
PROBLEMS CAN
BLOCKCHAIN/CRYPTO SOLVE FOR
GAMERS?

14. CORE CHALLENGE:
EXTEND THE AUDIENCE

15. IS IT VERY WIDE? YES, IT IS.
AUDIENCE EXTENSION SOURCE
VIDEO GAMES

16. THERE IS MORE THAN 2.3 BILLIONS GAMERS
IN THE WORLD.
IT’S LIKE MEASURING AVERAGE HAIR COLOR ALL OVER THE GLOBE.
BECAUSE PORTRAIT
OF AN AVERAGE VIDEO GAMER
DOESN’T EXIST

17. • WHAT your PROJECT is?
• WHAT your core AUDIENCE is?
• WHAT their MOTIVATION is? WHY shall they PLAY your game?
• HOW do you ATTRACT and MOTIVATE them?
• HOW much FISH is there in the SEA?
5 MAJOR QUESTIONS
TO ASK YOURSELF BEFORE DEVELOP
A BUYER PERSONA

18. Dungeons&Dragons
Magic: The
Gathering
Hearthstone
Gwent
Shooters
Strategies
Simulators
RPG
Casino
Online Casino
Betting
Wages
Pokemons
Baseball Cards
Game Collectibles
Hearthstone
AUDIENCE EXTENSION SOURCES

19. 37M
CCG GAMERS
$1.3B
CCG REVENUE IN 2015
46%
ARE USING DIFFERENT PLATFORM TO PLAY ONE GAME
$90
IS AN AVERAGE ANNUAL SPEND FOR EACH PAYING PLAYER
AUDIENCES
CCG

20. AT LEAST EVERY FOURTH RESIDENT OF THE EARTH IS INVOLVED INTO ONLINE
GAMBLING AT LEAST ONCE A MONTH.
AUDIENCES
GAMBLING
THE US, CHINA AND JAPAN ARE WILLING TO LOSE AS MUCH MONEY AS POSSIBLE.
PEOPLE ARE CHASING FAST AND EASY MONEY. BETTING TAKES 40%
OF THE MARKET AND ONLINE CASINOS TAKES 32% OF THE MARKET.

21. THE REGULAR ACQUISITION 3
STAGES FLYWHEEL
ATTRACT
Creating a unique,
engaging and
promotive content
will show the path for
the non enlightened.
DELIGHTENGAGE
Provide your
customers with the
features and attitude
they’d never get in
traditional games.
Provide your
customers with the
features and attitude
they’d never get in
traditional games.
321

22. YOU NEED TO ADD 3S:
SOLVE THE PROBLEM
SHOW IT OFF
SIMPLIFY & EDUCATE
WHAT SHOULD BE DONE DIFFERENTLY
IN ACQUISITION FOR CG COMPARING
TO ANY OTHER PRODUCT:

23. SOLVE THE PROBLEM
HOW TO PROMOTE CRYPTOGAMES:
5 STAGES PROCESS
1 2 3 4 5
Creating a unique,
engaging and
promotive content
will show the path
for the non
enlightened.
Make the
“submerging”
process easier,
faster, affordable
and friendly to
those who has
never heard of
crypto
Using a very wide
range of tools
advertise your
game with the
help of medias,
streamers and
bloggers.
Provide your
customers with
the features and
attitude they’d
never get in
traditional games.
Go on with
giveaways,
motivational
achievements,
rewards and give
your players
something they
truly need.
SHOW IT OFF SIMPLIFY EDUCATE ENGAGE DELIGHT

24. If your game is in
“NO WHALE”
niche or has
stable community
organic search
may be extremely
efficient if
combined with
proper content
creation and
brand strategy.
Gaming is about
influencers these
days. Find the
most relevant
influencer,
develop
influencers’
strategy and be
ready to meet new
clients.
It is all about hype.
Generate the hype
around the game
or the niche by
using different
media, social
media and
influencers and
spice it with hot
topics to discuss.
Social Media is a
place for any
single audience,
but gamers enjoy
them much more.
Cute Content,
Challenges,
Sharings and
Discussions will
provide wider
brand awareness.
Catchy, engaging
and informative
videos about your
project will
demonstrate and
motivate players
to give it a shot.
Prerolls, Animated
banners with a
good story behind
it will hit the target.
VIDEO ADS SOCIAL MEDIA
& COMMUNITY
PR INFLUENCERS CONTENT
& ORGANIC
HOW TO PROMOTE CRYPTOGAMES:
CHANNELS

25. HOW TO SHOW IT OFF IN GAMBLING:
VIDEO ADS WILL WIN THEIR BETS
FORGET ABOUT SOCIAL NETWORKS REGULATIONS WILL BAN YOU FASTER THAN YOUR
DEVELOPER HAS HIS CUP OF COFFEE
BET ON VIDEO NETWORKS AND DSP’S (Cointraffic, Buy-Sell-Ads) AS MOST
GAMBLERS DO EXACT THESE AND YOU CAN GET RELEVANT TRAFFIC IN A VERY LOW
PRICE
FOCUS ON VIDEO ADS & CELEBRITIES INSTEAD OF DISPLAY, AS PEOPLE ARE
LOOKING FOR WINNING EMOTION AND IT COULD BE SPREAD IN VIDEO FORMAT EASILY
PARTNERSHIP PROGRAMS WITH THE RELEVANT SERVICES

26. SIMPLE STORY
STRONG EMOTIONS
BIG NAMES
HOW TO SHOW IT OFF IN GAMBLING:
VIDEO ADS WILL WIN THEIR BETS

27. BET ON EMOTIONAL AND DEDICATED MILLENIALS, WHO WILL ENJOY
COLLECTING, BREEDING AND INTERACTING WITH YOUR ASSETS IN THEIR FREE TIME.
CONTENT IS YOUR KING TO WIN THEIR HEARTS
FORGET ABOUT STREAMERS, THIS GAME IS SO SLOW, THAT EVEN THE MOST
DEDICATED WATCHERS WILL FALL ASLEEP BUT USE THE INFLUENCERS INSTEAD,
AS THE EMOTIONS ARE BETTER TO SPREAD IN INSTAGRAM.
AS PRACTICE SHOWS, THE EASIEST WAY TO ENGAGE USER IN SOMETHING CUTE
OR TIMEKILLING IS SOCIAL NETWORK (TWITTER, INSTAGRAM, SNAP, REDDIT,
BORED PANDA ETC)
BUILD THE BRAND WITH PR, MEDIA ENJOY KITTIES AS MUCH AS MILLENIALS DO
HOW TO SHOW IT OFF IN COLLECTIBLES:
SOCIAL MEDIA ARE YOUR EVERYTHING

28. + =+
REDDIT VIRAL CAMPAIGN
HOW TO SHOW IT OFF IN COLLECTIBLES:
SOCIAL MEDIA ARE YOUR EVERYTHING

29. BUILD YOUR STORY AND BETTER DO IT IN VIDEO. THE LEGEND BEHIND THE GAME
WILL MAKE YOUR DIFFERENCE
START AN AGGRESSIVE MARKETING CAMPAIGN ON YOUTUBE, TWITCH
AND VIDEO NETWORKS.
BET ON STREAMERS AND BLOGGERS, AS THIS GENRE IS VERY POPULAR
AND DEMANDED AMONG TWITCH & YOUTUBE AUDIENCES.
HOW TO SHOW IT OFF IN CCG:
ATMOSPHERE IS THE KEY & YOU NEED
TO FIND THE WAY TO SPREAD IT WITH
THE ADS

30. CATCHY, ATMOSPHERIC & GEEKY
HOW TO SHOW IT OFF IN CCG:
ATMOSPHERE IS THE KEY & YOU NEED
TO FIND THE WAY TO SPREAD IT WITH
THE ADS

31. Anyone likes free
stuff, and no one
likes to lose. Get
two for the price of
one, and show
your hospitality
and allow The
Player to win. At
least at the
beginning.
Catch anyone
who has once
upon a time
visited your
website. Get to
know your
customer, make
them like you and
trust you using the
latest Digital
Marketing Tools
Some things may
not be explained
briefly, but may be
shown. Videos in
education are way
more efficient and
acceptable by
users in any
sphere.
Get rid of long
user journeys,
complicated
gameplay and
onboarding
scheme. Make it
easy.
STEP BY STEP
(SIMPLIFIED FUNNEL)
VIDEO
TUTORIALS
REMARKETING WELCOME
BONUS
HOW TO CONVERT:
EDUCATE & SIMPLIFY

32. IS THERE ANYTHING BETTER THAN
TO SHARE THE PLAYTIME WITH YOUR
FRIEND?
ENCOURAGE PLAYERS TO ATTRACT
MORE NEW PLAYERS AND REWARD
THEM NOT ONLY WITH AIRDROPS BUT
WITH VALUABLE CONTENT FROM THE
GAME.
HOW TO DELIGHT:
REFERRAL PROGRAM WILL FEED
THEM ALL

33. AND NEVER
FORGET TO
SOLVE THE
PROBLEM
& DELIVER VALUE

34. THANK YOU!
CONNECT WITH US:
kate.vasylenko@42dm.net