How Polygon Achieved Sub-$1 Wallet Acquisition Costs: A Cost Per Wallet Analysis

Source: CryptoNewsNet Original Title: New study shows how Polygon cuts wallet acquisition costs below $1 Original Link:

Overview

A case study on Polygon’s cost-effective user acquisition strategy reveals how the platform achieved a Cost Per Wallet (CPW) average below $1 through wallet-level targeting and attribution.

Developed in collaboration with Addressable, the study titled “Polygon Scaling Web3 Growth with Cost Per Wallet Efficiency” analyzes millions of on-chain events and demonstrates how wallet-level targeting has replaced traditional marketing metrics like impressions and social engagement.

Key Acquisition Results

The research details how Polygon targeted “wallet-ready” users across different sectors:

• NFT campaigns: Delivered the lowest costs, onboarding over 14 million wallets at $0.2 to $0.5 per wallet
• Gaming: Acquired roughly 500,000 wallets at $12 CPW
• Enterprise partnerships: Produced $5 to $10 CPW
• DeFi: Exhibited the highest acquisition costs, ranging from $50 to $100 per wallet, driven by reward-heavy liquidity programs where retention rates declined upon termination of incentives

Industry Perspective

“This study offers the clearest evidence yet that blockchain growth can be quantified with the same discipline expected in traditional tech and consumer industries,” said a representative from Addressable.

Polygon Labs’ CMO emphasized that the findings validate the platform’s position that Web3 marketing demands new models rather than relying on established Web2 tactics:

“Effective growth comes from understanding real user behavior on-chain. CPW is emerging as the gold standard for that, and this case study gives a framework that finally matches the reality of blockchain ecosystems.”

Academic institutions view this as a critical benchmark: “At a time when blockchain companies face increasing scrutiny from investors and regulators alike, this case study brings transparency and academic credibility to the question of what real adoption looks like. It gives future executives a benchmark for evaluating blockchain growth strategies with the same rigor as any other technology sector.”

Availability

The case study is expected to be taught at business schools globally, providing MBA students with practical frameworks for evaluating blockchain growth strategies.