Tap-to-earn took over crypto gaming this year, garnering hundreds of millions of players via Telegram mini apps. As a result, The Open Network (TON), the Telegram-aligned blockchain that most tap-to-earn games have launched their tokens on, has skyrocketed in popularity.

But the co-founder of TON Society, the organization focused on TON community operations, thinks that tap-to-earn should be seen less as merely a gaming mechanic—and more as an effective way to introduce products to users.

“What we’re going to see next is projects using the viral mechanic, tap-to-earn, as more of a launch strategy,” TON Society co-founder Jack Booth told Decrypt at London’s recent Zebu Live conference. “I never believed that it’s going to be a whole sector of crypto. It’s always a go-to-market strategy.”

Tap-to-earn games typically spend months in a “mining phase,” where in-game progression counts towards a slice of a future airdrop. This period is typically built around simple gameplay, but many of these games also incentivize players to interact with social media posts and videos, invite in other players, and try out partnered games a

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Author: Ryan Gladwin