TON-based Telegram mini-apps (TMAs) serve as capabilities to enhance Telegram user experiences by offering additional services and functionalities. The TMAs can be monetized through advertising, in-app purchases, subscription models, token issuance, and Play-to-Earn or Tap-to-Earn games. TON mini apps have significantly changed user interaction with Telegram’s digital services.
Kirubakaran Reddy, a Web3 specialist, noted that the TON ecosystem has seen tremendous growth, especially in the mini-game ecosystem. He pointed to more than 300 playable mini-games in the Telegram app. Reddy claimed that 500 million of Telegram’s 900 million users used TMAs every month. Recent funding, including a $2.5 million incubation program and a $40 million TON Venture fund, underscored the platform’s future.
Telegram’s mini-app revenue models drive profits on the TON blockchain
Token issuance was reportedly the simplest and most popular profit model for TMAs on the TON blockchain. The number of blockchain addresses for mini app tokens was the clearest metric, with DOGS having more than 5 million addresses and the PEPE memecoin having less than 300,000 addresses. By converting many users into verified KYC users on CEX (centralized exchanges), the pre-deposit model was introduced, taking advantage of the CEXs’ desire to acquire new users.
In-app purchases in mini-games were the main revenue model for game developers. Users paid for virtual items such as character skins and enhanced experiences with in-game currency. The in-game currencies can be purchased to gain extra lives or progress. After Catizen spent its tokens, users who made in-app purchases received relatively more airdrops than those who did not.
Ad revenue was another component offered to mini-game developers, where revenue could be generated through rewarded interstitial ads, video ads, and banner ads. Adsgram is designed to support a variety of ad formats, including static banners, 15-second videos, and channel subscriptions. Hamster Kombat has adopted these revenue models, allowing users to earn coins and keys by watching ads in the Tap-to-Earn mini-game.
Brand partnerships and game distribution were another revenue model in which game developers worked with brands to embed revenue-generating brand advertising. With Hamster Kombat’s commitment to the no-pay-to-win model, the developers reportedly collaborated on many games. The model encouraged players to download and play games to earn key generation codes. The codes allowed players to support mini-game advertising revenue by playing other games without spending any money.
Viral marketing and social interaction have reportedly helped minigames achieve user growth and increased activity by utilizing social sharing and other viral marketing techniques to take advantage of in-game social reward mechanisms. Telegram mini app invite links can be used to invite more users, improving in-app purchase conversion rates and user engagement.
Tournament prizes and leaderboards can also be set up to attract more players and increase playing activity. Game developers can generate revenue through events, user entry fees, or sponsorships. The model was particularly suitable for players who wanted to earn in-game virtual items or physical rewards by participating in tournaments. Some tournaments encouraged players to purchase items during competitions or pay an entry fee.
Some minigames offered subscription services and VIP memberships, where subscribers received unique items or features, mainly for the removal of advertisements, special in-game privileges, and additional rewards.
The rewards system allowed some mini-game players to reward content creators or tip game developers to show support for high-quality content or features. The model reportedly worked well for indie game developers with creative mini-games, which had tipping options within the game to support developers through microtransactions.
Software developers Ekotek identify Telegram’s leading mini-apps
Ekotek, a leading blockchain software developer, announced that Catizen had 2.3 million users, more than 220,000 on-chain participants, and more than 520,000 daily active users. The mini-app saw significant transaction activity, with users conducting nearly 2.6 million on-chain transactions, leading to more than $3 million in revenue.
The software development company identified DOGS, which had climbed to the top 100 crypto projects by market capitalization as of September 2024 with more than $1 million Telegram users. DOGS achieved a record-breaking TGE (token generation event) on the TON ecosystem, with over 17 million users claiming DOGS are currently held in 4.5 million wallets. Binance users can also earn DOGS tokens by staking FDUSD or BNB.
Hamster Kombat users earn rewards by simply tapping to collect coins. Users earned more coins by completing daily tasks such as watching ads, following the game’s social media channels, and logging in. Users could also earn referral rewards between 5,000 and 25,000 coins, with premium Telegram accounts earning higher rewards. Hamster Kombat has a community of more than 50 million subscribers on the official Telegram channel, 11 million followers on X (Twitter) and more than 250 million active players.