Airdrops, once seen as little more than promotional gimmicks, are now redefining crypto adoption across CIS and Asia, thanks to the explosive popularity of tap-to-earn apps and mobile-first platforms, a new MEXC exchange survey reveals.
The report highlights a major shift in how users enter the crypto space in 2025 not through traditional exchanges or complex DeFi apps, but via gamified Telegram bots and one-tap interactions. These tools have become a crucial bridge for first-time users, especially in emerging markets.
Airdrops Lead New User Signups
According to the survey, 35% of all new users on MEXC now join through airdrop campaigns, surpassing both referrals and organic registrations. In some months, that figure climbs even higher. Despite this, 24% of participants show minimal post-airdrop activity, a sign that short-term rewards still drive many signups.
Yet, 76% of users remain on the platform, with 18% becoming regular traders and 58% trading occasionally. These numbers signal a growing stickiness in airdrop-driven onboarding, especially when paired with engaging experiences.
“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,” said Tracy Jin, MEXC’s COO.
CIS Leads Global Engagement
The CIS region, including Russia, Ukraine, and Kazakhstan, recorded the highest airdrop conversion rates globally. An impressive 67% of new users from the region joined via airdrop programs. This success is closely tied to the high penetration of Telegram, which serves as the primary platform for tap-to-earn games like Hamster Kombat, Notcoin, and Yescoin.
These mini-games, which simplify crypto interaction to a single tap, have introduced millions of new users to blockchain tokens. Hamster Kombat alone has surpassed 70 million players, with Notcoin amassing over 5 million new followers in just one month.
Tap-to-Earn: Not Just a Trend
MEXC believes tap-to-earn mechanics will continue to thrive especially as Telegram shifts toward a TON blockchain-only mini-app ecosystem. While this could limit cross-chain development, it could deepen adoption within the TON ecosystem, Jin noted.
“Interest in tap-to-earn mechanics will remain strong in emerging markets because of the capability to earn, withdraw, and interact with real assets,” she added.
Southeast and South Asia Follow Closely
Beyond CIS, Southeast Asia (51%) and South Asia (32%) remain vibrant hotspots for airdrop engagement. In these regions, banking access remains a hurdle, and free token giveaways offer a low-barrier entry into the crypto world.
MEXC noted that airdrops are even facilitating international remittances in countries like Pakistan and the Philippines, where users can claim tokens and send them abroad at low cost sidestepping high-fee money transfer services.
Airdrops Losing Steam in Africa, Latin America
Surprisingly, regions once considered ripe for airdrop adoption Africa and Latin America are now showing low participation, at just 12% and 16%, respectively. MEXC interprets this as a challenge to old assumptions, suggesting that social engagement and crypto awareness alone don’t guarantee airdrop success.
The MEXC survey signals a new era in crypto adoption, where gamified, mobile-first airdrops are outperforming traditional outreach methods. The findings show that beyond financial inclusion, ease of access and interactivity are now the dominant drivers of user acquisition in crypto especially in CIS and Asia.
As more users enter the space via Telegram games and tap-to-earn apps, airdrops are evolving into the gateway product for mainstream adoption, with lasting engagement and meaningful trading activity following closely behind.
