Cattea has captured the spotlight within TON, with nearly three million monthly users and 75% of its tokens allocated to the community. It combines blockchain technology with gaming, bubble tea, and optional ads, creating a fun and rewarding ecosystem for players.

Rooted in inspiration from a beloved tea-drinking tradition, Cattea has crafted a playful yet meaningful journey that blends the digital and real worlds in an addictive game. Committed to its growing community, it continues to advance and reimagine what’s possible when modern gaming and blockchain technology combine.

Here’s how the team has tackled challenges, captured attention, and laid the groundwork for an exciting game.

What inspired the “Drink to Earn” concept, and how did your team come together to bring Cattea to life?

The “Drink to Earn” concept was born from our vision of blending real-world consumer experiences with digital innovation. Based in Hong Kong, we drew inspiration from the iconic Yuenyeung milk tea—a perfect fusion of coffee, tea, and milk symbolizing East-meets-West culture. We wanted to take this cultural gem global, pairing it with a fun, accessible Web3 gaming experience. The idea was to build a bridge between digital gaming and real-world bubble tea shops, creating a unique “earn while you sip” ecosystem. Our team, which brings together experts in blockchain, game design, and retail, worked tirelessly to turn this dream into reality.

What challenges did you face blending the real-world bubble tea shop experience with the digital match-3 game genre (like Candy Crash Saga)? Is there an actual bubble tea shop run by Cattea?

The biggest challenge was seamlessly connecting in-game achievements with real-world benefits. We addressed this by partnering with renowned bubble tea brands, enabling players to redeem rewards like coupons and exclusive perks. While Cattea doesn’t directly operate its own bubble tea shop, our partnerships ensure a high-quality, authentic bubble tea experience for our players.

How do in-game ads contribute to monetization while rewarding players? What measures are in place to ensure they don’t disrupt gameplay?

Cattea is free to play, and all ads are optional. Players can watch ads to earn rewards such as extra lives, exclusive items, or blockchain-based tokens. We carefully control the ad frequency and placement to avoid disrupting gameplay while offering players clear, tangible benefits.

The first level is quite easy, but there’s a sharp increase in difficulty afterward. How are you addressing feedback about the progression curve for new players?

Our design philosophy embraces a balance of challenge and reward, inspired by successful games worldwide. To support new players, we’ve introduced progress rewards at key milestones (10%, 60%, 70%, 80%, and 100% completion) and are refining the tutorial to smooth the onboarding process. This ensures accessibility for newcomers while retaining meaningful challenges for seasoned players.

How can players earn rewards through in-game ads, and how does this create value for both users and advertisers?

Players earn rewards like game items, virtual currencies, and blockchain tokens by watching ads, enhancing their gaming experience at no cost. For advertisers, this model delivers a highly engaged, targeted audience. Blockchain transparency further validates the value and impact of each ad, making it a win-win for all parties.

How do you plan to build a loyal community around Cattea, and what strategies are in place to engage players beyond gameplay?

Community is the heart of Cattea. We’re building loyalty through leaderboard challenges, seasonal events, and collaborations with bubble tea shops. With 75% of our tokens allocated for airdrops to the community, governance and ecosystem decisions will be shaped by player votes. This ensures that players are not just participants but co-creators of the Cattea universe.

What features are you introducing to encourage user-generated content (UGC) and foster interaction around Cattea and its bubble tea shops?

We’re launching a “Bubble Tea Creator” feature, where players can design their own drinks and share them with the community. Popular creations might even make it onto the menu of partner shops. We’ll also reward user-generated content like game guides, fan art, and community event ideas, fostering creativity and deeper engagement.

What role does TON Blockchain play in Cattea’s ecosystem, and how does it enhance the “earn” aspect for players?

TON powers Cattea’s rewards system with secure, transparent transactions. Players can use their earned tokens for discounts, collectible NFTs, and trading by integrating with TON. With TON’s seamless integration with Telegram, we’re reimagining traditional payment systems and aligning them with blockchain technology for a modern “RWA” (real-world asset) use case.

Are there plans to collaborate with other TON-based projects to create a complementary ad ecosystem?

Absolutely. We aim to build a unified ad and reward ecosystem within the TON network. For instance, tokens earned through Cattea ads could be used across other TON-based apps, including lightweight DeFi projects. This value circulation benefits the entire TON ecosystem while enhancing user engagement.

What’s your vision for Cattea and TON over the next 2–3 years? How will you evolve the game while complementing TON’s services?

Our vision is to position Cattea as the flagship app for Web2 users transitioning into Web3, showcasing the power of TON Blockchain. Over the next few years, we’ll expand Cattea into a global beverage brand, introducing more games, UGC-driven features, and AI-powered drink customization. By aligning real-world needs with technological innovation, we aim to energize TON’s ecosystem and establish Cattea as the top Web3 beverage brand.

This interview is for informational purposes only and does not constitute an endorsement, approval, or recommendation of the project. The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the views of TON Foundation. This is not investment advice.