Airdrops and tap-to-earn apps fuel airdrop boom in CIS and Asia, survey shows
New trends like tap-to-earn apps are turning airdrops into a primary path into crypto, beyond just financial inclusion, a MEXC survey shows.
Airdrops are back in the spotlight, and they’ve evolved. Once just a tool to grow mailing lists or hand out free tokens, they’re now one of the most powerful ways people enter the crypto world, a new report from crypto exchange MEXC reveals.
Tap-to-earn apps, which gained popularity on Telegram, and mobile-first tools are now driving airdrop engagement in ways no one expected just a year ago. According to the report shared with crypto.news, airdrops continue to lead as “one of the most effective tools for attracting new users to the crypto ecosystem, but in 2025, their relevance has reached a new level.â€
Post-airdrop user behavior | Source: MEXC
MEXC says 35% of all new registrations now come from airdrop campaigns. That’s more than both referrals and organic signups. Some months, the number goes even higher. Still, despite the high number of initial registrations, the data also shows that 24% of users display minimal activity after participating in airdrop events.
MEXC chief operating officer Tracy Jin explained in an interview with crypto.news that drop-off in airdrop engagement is “natural, given that rewards are at play as short-term incentives.
“The 24% figure in the report represents a segment primarily driven by easy-to-access gains. Despite that, we are confident that there are continuous improvements, and it is the case with projects that manage to mature their tokenomics and have strong support from the community.â€
Tracy Jin
The survey shows there’s more to it. The surge isn’t just about users without bank access trying to get into crypto. While that’s still a factor — especially in Southeast Asia and South Asia — other things are taking over.
“New behavioral factors such as mobile-first tools and gamified mechanics are increasingly influencing engagement.â€
MEXC
The survey also found that the CIS region tops global charts for airdrop interest as a whopping 67% of new users from Russia, Ukraine, Kazakhstan and neighboring countries are coming in through airdrops.
Airdrop engagement rate in different regions | Source: MEXC
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The data shows that gamified Telegram-based apps like Hamster Kombat (HMSTR), Notcoin (NOT), and Yescoin introduced millions to crypto with one-tap games that look nothing like traditional finance. Hamster Kombat, for example, in a moment passed 70 million users, while Notcoin added over 5 million followers in just one month. It’s not clear, though, how many of those users are still using the apps.
Tap-to-earn mechanics will remain
MEXC points out that Telegram’s popularity in the region isn’t random as high digital literacy and widespread Telegram use make it a natural fit. Although Telegram is walling off in-app mini-apps to the TON blockchain, Jin crypto.news that tap-to-earn games will likely “continue seeing widespread adoption.â€
“While Telegram’s integration with the TON blockchain can limit cross-chain mini-app development, it significantly strengthens the TON ecosystem and incentivizes developers to experiment and innovate within it. Interest in tap-to-earn mechanics will remain strong in emerging markets because of the capability to earn, withdraw, and interact with real assets.â€
Tracy Jin
And it’s not just hype. These users are sticking around, at least more than before. The report shows that 76% of airdrop participants remain on the platform. Of those, 18% become regular traders, and 58% trade from time to time. Interestingly, the average daily volume among active airdrop-driven users is over $58,000, while some even reached as high as $31 million, per the report.
“Airdrops are a great entry point. They give users a chance to explore the exchange and get hands-on trading experience without putting their own funds at risk — making it perfect for beginners.â€
Tracy Jin
Jin elaborated further, noting that for newcomers to crypto and those unfamiliar with exchanges, the space “might seem complicated at first.†However, once they arrive with their first tokens, they “quickly realize it’s all much simpler than expected,†she added.
The prize pools are also growing. MEXC says airdrop events have already handed out more than $13.5 million to nearly 470,000 participants as of April 20.
What about other regions
Southeast Asia and South Asia are still big hotspots though. Involvement rates are at 51% and 32%, respectively. These areas continue to face banking access issues, so crypto — and especially free token giveaways — offer an easier entry point, MEXC says.
The exchange notes that airdrops allow users to acquire digital assets “that can later be transferred or exchanged, offering an efficient and cost-effective solution for international transactions.â€
Airdrop registrations vs banking access by region | Source: MEXC
Airdrops are even helping with remittances. In places like the Philippines and Pakistan, users can claim tokens and send value back home without dealing with expensive transfer services, though not all regions are catching the same wave.
For instance, Africa and Latin America — once thought of as airdrop havens — now show relatively low participation: just 12% and 16%, per the data. MEXC says this flips previous assumptions, noting that the findings challenge the idea that strong social engagement and crypto interest automatically lead to high airdrop involvement.
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2025-04-24 17:02:35
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