How Blockchain Gaming Founders Should Think About User Acquisition

Matt Dion
18 min readMay 10, 2023

A report on the challenges and opportunities faced by founders seeking to grow their blockchain games and break through to a mass audience.

Written in collaboration with BITKRAFT Ventures.

Executive Summary

Though the rise of web3 and blockchain technologies has created many opportunities for new approaches to game design, games development, and digital asset ownership, when it comes to user acquisition (UA) the fundamental problem to be solved remains unchanged: maximizing player lifetime value (LTV) while minimizing customer acquisition costs (CAC).

However, what has meaningfully changed is the ability to accurately measure this relationship. Both sides of the equation are increasingly nebulous in a decentralized world:

  • CAC, frequently measured in traditional gaming as cost-per-install (CPI), is much more difficult to accurately calculate. Many web3 games are web-based, meaning that no such install event is required.
  • “Value” in web3 gaming is more difficult to quantify than in traditional gaming and LTV payback periods may differ wildly from standard benchmarks.
  • Player identity can be challenging to ascertain, as players can potentially have multiple wallets…



Matt Dion

Always Scheming is the product of Matt Dion, a writer, entrepreneur, and games industry professional.