How To Market Play To Earn Crypto Games in 2023

January 12, 2023

Blog Thumbnail Image
Crypto Gaming

Editor's note: This post was originally published on January 12th, 2022 and has been revamped and updated for accuracy and comprehensiveness on the 27th September 2023.

Crypto Gaming

Axie Infinity NFT Game

Play-to-earn crypto gaming has gained wide acceptance in the blockchain industry by incorporating new frameworks into non blockchain games themselves. Its outstanding finance and gaming model, also known as GameFi, is geared toward providing gamers with incentives in the form of NFTs or cryptocurrencies simply for playing games.

Traditionally, games were primarily played for fun, and in-game assets had no real-world value. Gamers would pay good money for a game's premium assets, such game items as weapons and skins, but they would only be able to use them in the game, with no ability to transfer or exchange them in play markets for other assets.

However, the addition of blockchain technology to popular games has given rise to NFTs and token-based economies, which have assisted game developers worldwide in providing value to their in-game assets so that players can earn money while playing their favourite games.

The Growth of Play to Earn Games

NFT Gaming Market Size

In the year 2021, the terms "NFTs," "web 3," and "metaverse" were all the rage, but "play-to-earn game" crypto games were seen as an emerging market in the blockchain space. Several gaming tokens, including Sandbox (+15613.2 %), Axie Infinity (+16874.3%), and Mana (+4006.3%), saw significant increases in value in late 2021, and this trend is expected to continue in 2022.

Dive deeper and check out a previous article of ours on web 3.0 and digital marketing.

The crypto gaming ecosystem is seeing increased demand and interest from various sources. In the United States, a study of crypto-interested gamers in December 2021 found that 28% of gamers were highly interested in earning NFTs by playing video games. Major gaming studios like Ubisoft are integrating NFTs into their famous titles. Hundreds of other developers are also developing games with NFTs and token-based economies as part of their overall strategy.

With rising awareness and competition in the play to earn NFT games space, you should start creating a community around your crypto game at an early stage. Because there are so many new blockchain games already being developed and released in the beta phase, your target audience isn't going to jump on board simply because you say your game is worth playing. You'll have to put in some extra effort.

2020: DeFi summer
2021: NFT summer
2022: NFT x DEFI summer
- GameFi,
- Play-to-earn guilds,
- Metaverse monetization,
- Gamification of DeFi apps,
- Gamified DAOs.
it’s all only beginning. 😎
— Kris Kay | 🍩 DeFi Donut (@thekriskay) January 31, 2022

This article will discuss some marketing strategies for your play-to-earn cryptocurrency game. However, visit our blog if you want to learn more about how to market your blockchain game to a broader audience.

The Evolution of Play-to-Earn Gaming

Evolution of Crypto Gaming

In recent years, the concept of play-to-earn gaming has undergone a remarkable evolution, reshaping the gaming industry landscape. What once began as a niche idea has now become a global phenomenon, with millions of players actively participating in play-to-earn games. The roots of this evolution can be traced back to the growing popularity of blockchain technology.

Blockchain technology introduced a novel way to tokenize in-game assets, turning them into non-fungible tokens (NFTs). These NFTs, representing various in-game items like characters, skins, and weapons, bestowed real-world value upon virtual possessions. Players were no longer limited to enjoying their virtual treasures solely within the game; they could buy, sell, and trade them in external markets.

As the idea of play-to-earn games gained traction, developers began to recognize the potential to revolutionize the gaming landscape. Traditional games were designed for entertainment, but blockchain introduced a groundbreaking strategy: blending gaming with financial incentives. This synergy laid the foundation for the emergence of GameFi, where play-to-earn games became the focal point.

In GameFi, the crypto game is twofold: it offers players the excitement of gaming while enabling them to earn tangible rewards in the form of cryptocurrencies or NFTs. GameFi is the bridge connecting the gaming and financial worlds, allowing players to enjoy their favorite play-to-earn games while also building wealth. It's a strategic fusion where every move in the play-to-earn game becomes a potential income source.

GameFi Explained


GameFi, short for Game Finance, is the cornerstone of play-to-earn games. It represents a strategic shift in how we perceive gaming. Instead of games being solely for entertainment, GameFi introduces financial elements that transform them into lucrative ventures.

In a GameFi strategy crypto game, players are incentivized to engage in various in-game activities to earn valuable assets like cryptocurrencies or NFTs. These digital assets hold real-world value, allowing players to trade them on external markets or utilize them in other blockchain applications. GameFi opens up new opportunities for players to monetize their gaming skills and strategies.

Play to earn games, within the GameFi ecosystem, have gained immense popularity due to their unique approach. Players no longer view gaming as a time-consuming hobby but as a potential source of income. The core strategy in crypto gaming in play-to-earn games involves mastering in-game challenges, completing quests, and accumulating assets that appreciate in value over time.

The beauty of GameFi lies in its inclusivity. Anyone with gaming skills can participate, and the rewards are proportional to one's dedication and expertise. It democratizes wealth creation in game economy within the gaming world, breaking down barriers and offering opportunities to a global player base.

In the rapidly evolving landscape of play-to-earn games and GameFi, players and developers alike must stay vigilant, adapt to changing strategies, and seize the opportunities presented by this transformative fusion of gaming and finance. The future of play-to-earn gaming holds exciting possibilities, making it an exhilarating journey for enthusiasts, and also helps entrepreneurs alike.

The Best Crypto Game Marketing Strategies

1. Define Clear Messaging for your Play to Earn Game

At its core, marketing is all about sending the right message at the right time to your audience. As a result, it's critical that you define how you want to convey what your game is about in the clearest and most concise way possible.

Your messaging should be such that gamers who learn about your crypto game understand what it is and what they will gain by playing it. You should be able to define the value you provide and what makes your game unique in two sentences for your messaging.

2. Go all-in on Streaming Platforms with Influencer Marketing

Streaming Crypto Games

Being a game developer, you should constantly seek opportunities to collaborate with gaming influencers and streamers because they can assist you and other players in introducing your crypto games to a large audience and enable players to become an influential face for your game.

Influencer marketing is currently one of the best game marketing strategies for reaching your target users as it allows you to communicate with your audience through a trusted voice. Furthermore, streamers stick to playing games that they and their audience enjoy, so if a streamer is playing your game, it adds authenticity to your paid collaborations.

Twitch, Youtube, and Facebook Gaming are some of the platforms where you should advertise your game through live streams. Assess when your target audience is active on all these platforms to guarantee you reach a larger audience. To attract more viewers, share information about when a streamer goes live with your crypto games on your community boards and social media pages.

3. Host Airdrop Campaigns for your NFT Game

Airdrop Image

Airdrops are a marketing strategy involving the free distribution of gaming NFTs and tokens to increase engagement and community growth. Airdrops are an essential element of the web3 ecosystem because they allow brands to provide added value and functionality to their holders. Hosting airdrop campaigns for play-to-earn crypto games is a tried-and-tested strategy for increasing awareness and community growth. You can learn how to host an airdrop campaign by reading our guide.

4. Build a community

Gods Unchained Community Contest

If you've read our other blogs, you'll notice that we've emphasised a lot on the importance of community building. Long-term rewards come from cultivating a fandom for your game, so don't put off starting a community for your game for too long! Among other platforms for community building, Reddit and Discord stand out most among gamers.

These platforms can assist you in expanding your community. It could be a great way to get instant reviews on your first game. It is ideal for motivating community members to have regular games and participate in discussions about your project.

Keep an eye on the discussions to get insights about your audience and real-time feedback and opinions on your game. Keep in mind that a friendly community is one where everybody feels listened to. Fans expect real-time acknowledgement; instant responses are preferable.

5. Promote user-generated content

Gods Unchained User Generated Content

User-generated content is more trustworthy than traditional advertising. UGC is more authentic than brand advertisements and will help you entice more players.

Encourage players to share pictures and videos of their progress and NFT assets they collect from your game. Sharing this content on your profile will help your crypto game marketing tremendously. Give players incentives to earn rewards such as being featured on your official social media profiles or branded merchandise to encourage them to share more user-generated content.

6. implement a referral marketing strategy inside your game

People value the opinions of their friends and family more than advertisements. You can leverage referral marketing to reach a larger audience. Referral marketing involves promoting your blockchain or online game, through existing users.

Offer incentives for each successful invite to encourage more people to refer your game to folks in their networks. When they buy items from your store, you could give them in-game rewards or discounts. You can collaborate with influencers to appeal to as many people as possible. If your game is suggested by someone they know, such as a friend or family member, new players are more likely to try it.

7. Email Marketing Campaigns

Email marketing is a powerful tool for engaging with your player base and keeping them informed about your play-to-earn game. Here's how to create effective email marketing campaigns for the play to earn ecosystem:

Segmentation and Personalization: Divide your email list into segments based on player behavior, preferences, and engagement levels. Personalize your emails by addressing players by their names and tailoring content to their interests.

Onboarding Sequences: Create a series of onboarding emails for new players. Welcome them to the game, guide them through the basics, and highlight the benefits of playing and earning within your game.

Regular Newsletters: Send regular newsletters to keep players updated on game developments, new features, and upcoming events. Share success stories from other players to inspire engagement.

Exclusive Offers: Reward loyal players with exclusive offers, discounts, or limited-time promotions. Encourage them to invite friends with referral bonuses.

Automated Emails: Set up automated emails triggered by specific actions or events within the game. For example, congratulate players on reaching milestones or remind them to return if they haven't played i main game orn online mode in a while.

Feedback and Surveys: Use email to collect feedback and insights from players. Send surveys to gather suggestions for game improvements and to gauge player satisfaction.

Educational Content: Provide educational content in your emails, such as guides, tutorials, and strategy tips. This helps players get the most out of your game and keeps them engaged.

Event Invitations: Invite players to in-game events, tournaments, or community gatherings through email. Highlight the rewards and excitement they can expect.

Segmented Promotions: Tailor promotions to different segments of your audience. For example, offer exclusive NFTs to high-value players or introduce referral programs to engage newer users.

Testing and Optimization: A/B test your email subject lines, content, and visuals to determine what resonates best with your audience. Continuously optimize your campaigns based on performance data.

8. Cross-Promotions with Other Games

Cross-promotions with other play-to-earn games can be mutually beneficial, expanding your player base and increasing exposure. Here's a comprehensive approach to successful cross-promotions.

Identify Compatible Games: Choose games that share a similar target audience or blockchain gaming experience. Ensure that the games you select complement each other rather than compete directly.

Collaboration Agreement: Establish clear terms and agreements with the developers of the other games. Define the scope of the cross-promotion, including the duration, promotional channels, and incentives involved.

Incentives for Players: Offer incentives to players who participate in the cross-promotion. This could include in-game rewards, discounts on premium prizes, or exclusive content that enhances their gaming experience.

Coordinated Campaigns: Coordinate the timing of promotional activities with the other game's developers. This ensures that both games benefit from increased exposure during the campaign.

Shared Marketing Channels: Utilize shared marketing channels, such as social media, newsletters, and in-game announcements, to promote each other's games. Create visually appealing and engaging content.

Cross-Promotion Events: Host joint events or challenges that encourage players from both games to interact and collaborate. These events can generate excitement and foster a sense of community.

Player Testimonials: Share testimonials and success stories from players who have participated in the cross-promotion. Authentic experiences can motivate other players to join in.

Monitor and Evaluate: Continuously monitor the performance of the cross-promotion. Analyze metrics like player acquisition, engagement, and the revenue generated to gauge its effectiveness.

Feedback and Iteration: Collect feedback from players and developers involved in the cross-promotion. Use this feedback to improve future collaborations and refine your strategy.

What does the future hold for the play-to-earn crypto gaming industry?

Undoubtedly, 2020 was the year of DeFi, while 2021 proved to be a defining year for virtual world, NFTs and Metaverse platforms. Few people predicted that these two technologies would become massively popular in a matter of years.

With the blockchain industry rapidly expanding, it's no surprise that many game developers are incorporating the blockchain gaming go-to-earn dynamics into their games. But what we've seen thus far pales in comparison to what's to come. There is a strong belief that play-to-earn will follow NFTs and Metaverse's footsteps and become a massive hit in 2023.

The metaverse is so diverse and full of marketing opportunities. It doesn't have to be difficult to market your play-to-earn cryptocurrency game! This guide will get you one step closer to getting your game the attention it deserves. However, get in touch if you want to talk about getting your crypto game to grow exponentially.

This article will discuss some marketing strategies for your play-to-earn cryptocurrency game. However, visit our blog if you want to learn more about how to market your blockchain game to a broader audience.

Stay in touch

Ready to talk

Feel free to message us

Page up arrow
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.