What are the profit models for Telegram mini-apps based on TON
Author: defioasis
WeChat mini-programs, with their lightweight, no-download-needed Features, have become a crucial way for users to experience games and applications on WeChat, a major social platform. WeChat mini-games have generated substantial revenue for developers through various established monetization models. Similarly to WeChat mini-programs, Telegram mini-apps built on the TON blockchain are emerging as a new force among cryptocurrency users. They not only offer new profit opportunities for Web3 developers but also provide new ideas for the development of decentralized applications. Token issuance, in-app purchases, and advertising are the most common revenue models for Telegram mini-apps.
In fact, several of Telegram mini-apps’ monetization strategies mirror those found in WeChat mini-programs. This article will review several primary profit models.
Token Issuance
Token issuance is the simplest and one of the most significant profit models for Telegram mini-apps, where accumulating a large number of real users is central to the success of the token. The most straightforward metric is that the number of blockchain addresses for these mini-app tokens is in the millions; for instance, DOGS has exceeded 5 million. In contrast, the popular memecoin PEPE on Ethereum has fewer than 300,000 addresses.
Moreover, converting a vast user base into verified KYC users on centralized exchanges (CEX) introduces the pre-deposit model, where each Telegram user is uniquely linked to a CEX KYC user. This model capitalizes on the desire of CEXs to acquire new users.
In-App Purchases
In-app purchases in mini-program games typically refer to users paying for virtual items, character skins, in-game currency, experience boosts, etc., to enhance their gaming experience. This is one of the main revenue streams for game developers. Take, for example, the once-popular WeChat mini-game “Jump Jump.” This classic game attracted users to make purchases by offering different “skins” (like customized character appearances). Additionally, users could buy in-game currency to advance progress or get extra lives.
In the realm of Telegram mini-apps, the most representative project is the TON mini-game Catizen, which claims to have amassed 34 million users within 6 months of its launch, including 2.24 million Telegram Premium users. Catizen boasts being the top-earning application on Telegram, with over 2 million active players on the blockchain, more than 800,000 paying users, and an ARPPU (Average Revenue Per Paying User) of $33, resulting in a total in-app purchase revenue of $26.4 million. In fact, after Catizen issued its token, users who made in-app purchases received significantly more airdrops compared to those who did not spend.
Advertising Revenue
WeChat provides advertising components to mini-game developers, with common ad formats including rewarded video ads, banner ads, and interstitial ads. Developers can earn income through these ads, where users who watch the ads can receive rewards such as in-game coins, extra lives, etc. For instance, “Tiantian Ai Xiaochu” (Everyday Love Elimination) monetizes through interstitial ads and rewarded video ads. After failing in the game, players can opt to watch a rewarded video ad to revive or gain additional in-game currency and items by watching ads.
Unlike Catizen, which focuses on the “pay-to-win” model, another popular game, Hamster Kombat, adopts the advertising model. Users can earn keys and coins by watching ads within Hamster Kombat.
Game Distribution and Brand Partnerships
Game developers can collaborate with brands, engaging in joint operations through WeChat mini-games or embedding brand advertisements to generate revenue. This model can be seen as a variant of advertising monetization, suitable for both early brand promotion and later strategic partnerships.
Hamster Kombat, which commits to a “no pay-to-win” model, aside from direct ad watching, also partners with many mobile games. It encourages players to download and play these other games to earn key generation codes, allowing players to support the game’s ad revenue without spending money themselves by playing other games.
Social Interaction and Viral Marketing
Mini-games can achieve user growth and increased activity through social interactions, leveraging social sharing, friend invitations, and other viral marketing techniques to attract more users, while benefiting from in-game social reward mechanisms. By increasing the number of users and in-game activity, project owners can generate revenue indirectly or directly. For example, “Everyone’s Aircraft Battle” introduced a friend PK mode where players can invite friends for battles and earn extra rewards upon winning. Additionally, the game Features a sharing reward system where players can get rewards by sharing the game with friends, creating a viral effect.
Currently, most Telegram mini-apps have invitation links, and inviting new users has become a means for KOLs focused on the TON ecosystem to earn more rewards. Project teams are happy to see increases in user growth, activity, and retention rates, which not only can attract advertisers or optimize ad placement but also allow for the Analysis of users’ social interactions, spending habits, and behavior patterns. This Analysis helps in optimizing game design and marketing strategies, thereby further enhancing user engagement and in-app purchase conversion rates.
Leaderboards and Tournament Prizes
By setting up game leaderboards or hosting regular tournaments, developers can attract players to participate and increase player activity. Gaming companies can generate revenue through sponsorships or user entry fees for these events. This model is particularly suitable for card games or competitive mini-games where players can earn physical rewards or in-game virtual items by participating in tournaments. Some tournaments might charge an entry fee or encourage players to buy items during the competition.
Reward System
Some mini-games allow players to tip or reward game developers or content creators as a show of support for quality content. This model works well for indie game developers, enabling them to earn income directly from users. Creative mini-games, like text-based or puzzle games, might include a tipping option within the game, encouraging users to support developers through microtransactions.
VIP Membership and Subscription Services
Some mini-games offer VIP memberships or subscription services where users can subscribe to gain unique Features or items, typically including ad removal, extra rewards, and special in-game privileges. For example, “Tiantian Ai Xiaochu” (Everyday Love Elimination), aside from regular gameplay, allows players to subscribe for ad-free privileges and additional item rewards, enhancing the gaming experience.
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