Most Web3 games are still marketing the wrong way.
If you want real success, fix these 3 things:
1/ Gamers aren’t on Twitter.
Most Web3 projects still use Twitter to seek validation from crypto bros instead of finding actual players.
But real gamers? They’re on TikTok, YouTube Shorts, and Twitch.
2/ Stop calling it an “NFT game.”
That’s a red flag for traditional gamers.
You’re building a game (FPS? MOBA? RPG?) — one that happens to include digital ownership.
NFT is the backend tech, not your marketing hook. Focus on genre, gameplay, and community.
3/ Build a short-form content strategy.
Short videos are where gamers hang out — and make decisions.
If you’re not on TikTok, YT Shorts, or Reels with real gameplay and creator collabs, you’re invisible.
Web3 gaming will keep failing if we market to investors, not players.
Time to change that.
I think it’s because many Web3 gaming teams are still driven by tokenomics and investor ROI — not by game design or player retention.
They often launch with a whitepaper before a playable game, so their first instinct is to attract capital, not a community.
But here’s the issue: investors don’t stick around. Players do.
If your game isn’t fun, no amount of marketing to investors will save it in the long run.
It’s time for a mindset shift — from fundraising-first to player-first.
Totally agree with this. Web3 games need to market like games, not tech demos. Players care about fun, gameplay, and community — not tokenomics or NFTs. If you’re not speaking their language on platforms they actually use, you’re just shouting into the void. Let’s build for players first, Web3 second.
Unfortunately it’s everywhere in crypto, whether it’s games, DePIN, DeFi, or whatever. This is why it’s so important for a team to have a good marketer. The Devs can definitely do amazing stuff, but Marketers are the ones that think about what the actual users want, and how to reach them.
Sooooo many projects really just want to speculatively pump a token that they just market to crypto bros and “investors” on twitter. Imho that’s a red flag for the intentions of the team and quality of the game.
As someone in Web3/GameFi marketing, I’ve learned that fun and community always win. Players want great gameplay — not a lesson in tokenomics. Let’s keep it player-first and make Web3 feel natural, not forced.
Exactly. Good marketing is about understanding users, not just hyping tokens. If we want long-term players (not just short-term speculators), we’ve got to speak their language and deliver real value.
Awesome thread!
totally agreed and I believe we need to stick to the process of defining TA first, then search where they are existing, collaborating and talking. Then you found the right channel to target them.
We’ll never onboard real gamers to Web3 by relying solely on Twitter or overcomplicating things with technical jargon. Most people just want to have fun, not decode blockchain mechanics.
The game comes first.
Make it easy to start, fun enough to stick with, then bring players on-chain, ideally without them even realizing it.
Market the experience to people who actually want to play, not just to crypto natives.
And take a page from how successful Web2 games are promoted.
A good game is for everyone, not just the “crypto bros.”
This is the only way to onboard new users and the only real path to mass adoption.
They’re on TikTok, YouTube Shorts, and Twitch.