The rise model of the TON ecosystem: from social fission to traffic monetization

Against the backdrop of rapid development in the blockchain field, the TON ecosystem stands out with its unique rise strategy. Drawing on the successful experience of mini programs, TON's MiniApp not only promotes the expansion of the ecosystem's user base but also provides innovative business models and effective traffic diversion solutions for Web3 projects. These MiniApps demonstrate strong traffic diversion capabilities on social platforms, enabling Web3 projects to quickly reach a broad user group. This article will delve into the rapid growth of the TON ecosystem, analyzing how it provides valuable business model references and traffic diversion solutions for future Web3 users on social platforms and other channels through MiniApps, helping them achieve success in an increasingly competitive market.

Significant rise in data on the TON blockchain

Common indicators for assessing the growth level of an ecosystem include trading volume, the number of active addresses, the development of smart contracts, Total Locked Value ( TVL ), network fees, validator participation, token transfer volume, and the interaction of MiniApps (. These indicators comprehensively reflect the development status and activity level of the ecosystem.

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User Acquisition Strategies on TON

) Social Fission: Low-cost and efficient user rise strategy

Social fission is a highly effective user acquisition strategy, especially widely used in social platforms. By relying on users' social networks, social fission achieves rapid user growth through the dissemination of relationship chains. Compared to traditional advertising marketing, social fission has lower costs and higher persuasiveness because users are more inclined to trust recommendations from friends or family. In addition, social fission leverages network effects and fission gameplay to create exponential dissemination effects, leading to precise user growth. These users acquired through fission are often similar in interests, needs, and behavioral characteristics to the target users, making dissemination more effective. At the same time, relying on daily high-frequency use of social products, users have higher stickiness and can use these platforms and products more frequently.

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) Learn from the fission strategies of social platforms

A certain social platform, as a successful example of social fission, has provided rich reference experiences for other platforms in terms of its mini program operations, external link management, and personal account usage standards. The fission gameplay that was once banned on this platform can be tried again on other platforms. By learning from its operational experiences, projects on other platforms can utilize these social fission strategies to achieve viral dissemination and rapid user rise.

Application Scenario: Game

According to the complexity of the products and business, the customer acquisition methods of viral fission can be divided into several levels:

• 0 Lu Network Earning Type: Attract users through simple online earning mechanisms, such as certain projects that have hundreds of millions of user bases and a large number of channel subscribers on social platforms.

• Probability-based gaming: Combining probability-based lottery mechanics, such as red envelope splitting, lucky spin wheels, and blind box openings. Typical projects include cat breeding and red envelope distribution. These types of projects rely on social networks to quickly spread users.

• Casual Game Type: Attract users through more complex gameplay and entertainment scenarios, such as cat breeding and robot battles. These casual mini-games increase user stickiness and engagement through deep user interaction.

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) Application Scenario: Memecoin

User acquisition strategies are not only applicable to traditional products but are also crucial in the promotion of Meme Coins. The diffusion path of Meme Coins can be likened to the difference between natural diamonds and synthetic diamonds. Natural Meme Coins spread spontaneously through the community, typically starting from a specific social platform and expanding to other platforms, then disseminating to a broader social network. In contrast, synthetic Meme Coins achieve rapid viral spread within specific platforms through social fission strategies.

To create a hit Meme Coin, the key lies in the strategy of "great effort produces miracles + rural encirclement of cities", promoting it through low-cost and high-impact social scenarios. A developer-friendly environment and fair design are also important factors in attracting users. Additionally, by generating FOMO### fear of missing out( emotions, it encourages more people to participate, thus forming a strong consensus and user traffic.

These user acquisition strategies not only play a crucial role in the incubation of Meme Coins but also provide a strong impetus for user growth in certain ecosystems. This strategy opens up vast space for the future development of the Web3 ecosystem.

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) phenomenal success case

A certain game is a social clicker game accessible through social platforms ### Clicker Apps (, which officially launched on January 1, 2024, and quickly attracted a large number of users. The game achieved astonishing statistics in just a few months: 40 million users, 8 million channel subscribers, and 6 million daily active users. Here are the key milestones in its development:

• January 1, 2024: Officially launch the game.
• January 26, 2024: Cumulative users reach 20 million.
• February 29, 2024: Co-branded event with a certain trading platform.
• March 8, 2024: Pre-Market opens on a certain platform, 10M game points can be exchanged for an NFT voucher ), which ultimately equals 10,000 tokens (.
• March 30, 2024: Announce the token economics, stating that 100% of the tokens will be distributed to players.
• April 12, 2024: End game mining and announce the official economic model.
• May 16, 2024: Launch on multiple exchange platforms simultaneously.

The success of the game can be attributed to the three key elements of "timing, location, and human factors:"

• Official requirements of the social platform: The platform needs a thriving ecosystem, requires a large number of applications similar to mini-programs, and allows developers to profit from it. This game happens to meet this demand.
• Foundation's demand: The foundation needs to establish the utility and business model of the token by building an application ecosystem, and this game is an ideal application scenario.
• Demand from exchanges: In the current market's sluggish sentiment, exchanges are urgently in need of new Web3 users, and the large user base of this game just provides them with that opportunity.
• The needs of Web3 and Web2 users: The success of the game can also be attributed to meeting the demands of different user groups, such as the fairness sought by experienced Web3 users and the desire for low barriers and high returns from newly entering Web2 users.

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Main Business Models of the Ecosystem

) 1. In-app purchases ### virtual rise (

This model serves as the main revenue model for a certain ecological mini-game, giving birth to several hit paid products, such as "Sheep a Sheep" in 2021.

As of Q2 2024, a certain platform's mini-games have surpassed 500 million monthly active users, with an expected annual revenue of 40 billion RMB.

Similar to some platform mini-games, in the TON ecosystem, in-app purchases have become a successful business model, especially in the gaming field. A certain project is a typical representative of this model. Since its release in March 2024, this project has attracted over 50 million users in less than four months and has achieved more than $20 million in revenue through in-app purchases. It is worth noting that the success of this project is reflected not only in its large user base but also in its high ARPU) average revenue per user(. Moreover, 40% of the senior users on a certain social platform are players of this game, indicating a high degree of integration between virtual value-added services and social platforms, bringing significant profit opportunities for developers.

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) 2. Issuance on the Coin

The issuance of tokens is another major business model in the TON ecosystem, and a certain project is a successful example of this model. Since its official launch in January 2024, this project has rapidly accumulated 40 million users and successfully pushed its tokens to market through a series of activities and strategic collaborations ###, such as co-branding activities with a certain trading platform and Pre-Market on a certain platform (. This model not only helped the project quickly expand its user base but also achieved a seamless transition from gaming to the financial market through the token economic model. Ultimately, the project's tokens successfully listed on several major exchanges, further consolidating its market position. In late September, several other projects also successfully listed on exchanges.

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) 3. Traffic Conversion -- Sales, Joint Operation Incubation

Traffic Selling: A Strategy for Efficient Monetization

In the TON ecosystem, traffic selling has become an efficient and direct monetization strategy. Several projects represent this model, operating multiple projects daily and generating considerable income by selling user traffic from social platform channels. Depending on the number, quality, and regional distribution of purchased users, the selling price for a single user on mainstream platforms ranges from $0.03 to $0.1. This model not only allows for quick cash flow but also provides a convenient user acquisition channel for small and medium-sized projects.

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)# Traffic Cooperation: Incubating New Projects with Mature Ecosystems

The traffic aggregation model is referred to as the "Cheetah Model" and has been widely applied in the TON ecosystem. A certain project's long-term plan includes this strategy, aiming to incubate 200 games that were previously popular in other ecosystems. By leveraging the existing user base and traffic advantages, the traffic aggregation model helps these games quickly acquire users on the new platform and regain vitality. This model not only reduces the market promotion costs for new projects but also significantly increases the success rate, allowing once-popular games to be rejuvenated in a new ecosystem.

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)# Meme Incubation: Comprehensive Promotion from Community to Market

The Meme incubation model is an extension of traffic sales and collaborative operations, combining the functions of launchpads and DEXs, providing a one-stop solution from incubation to market promotion for Meme Coin projects. A certain project is one of the successful cases of this model, with 20 million users on social platform channels. Through a certain trading platform's MVP program, this project successfully promoted multiple Meme Coin projects in the social platform and cryptocurrency market. The Meme incubation model leverages the powerful social networks of social platforms and blockchain technology, enabling emerging Meme projects to quickly attract community attention, gain initial traffic, and ultimately achieve trading on DEXs. This model not only promotes the dissemination of Meme culture but also provides opportunities for investors and community members to participate in innovative projects.

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) 4. Advertising Revenue

A new blockchain-based advertising revenue model launched by a social platform brings new profit opportunities for public channel owners. Channel owners can earn 50% of the advertising revenue, paid in cryptocurrency. For channels that struggle to monetize directly, especially in education and entertainment, this model undoubtedly provides more room to develop quality content. At the same time, the platform also offers special programs that allow channel or bot owners to leverage the advertising platform.