This article is informed by research conducted by Animoca Brands Research. All data, statistics, and insights referenced are derived from their reports, TON Part 1: TON + Telegram = Path To 1 Billion Web3 Users? and TON Part 2: A Win-Win Outcome From One Year Of Partnership. For original analysis and detailed insights, please refer to the Animoca Brands Research report.

Sending digital tokens to a friend, playing blockchain-based games, and owning collectibles have never been easier. Thanks to the collaboration between TON and Telegram—one of the world’s most popular messaging platforms with over 950 million users—these features are now seamlessly embedded into a single app, eliminating the need for multiple tools and technical know-how.

This article is the second entry in our Probably Something series. Following our deep dive into TON’s mass minting history, we’re exploring how TON and Telegram are teaming up to take Web3 mainstream.

The TON and Telegram collaboration

First, some context. TON began as a project originally developed by Telegram but has since evolved into a decentralized, community-driven blockchain. Fast forward to today, Telegram has joined hands with TON once again, positioning it as the blockchain to bring Web3 to the masses. Together, they’ve launched initiatives like TON Space, a built-in, non-custodial wallet, Telegram Mini Apps, applications that run within Telegram, and Telegram Stars, an in-app payment solution.

Telegram is integrating TON to make the blockchain accessible to millions of users. Features like wallet integration, easy token transfers, and in-chat services bring blockchain tech closer to everyday use. Conversely, TON provides the foundation for building Telegram Mini Apps on their platform to encourage user onboarding.

The three-step formula for Web3 adoption

TON and Telegram joined forces with one bold goal: to onboard 30% of Telegram’s massive user base to TON Blockchain by 2028. How do you make something as complex as crypto appealing to millions? The answer lies in a three-step approach:

1. Gamify the experience: Introduce users to blockchain through fun, tap-to-earn games.
2. Tokenize the transition: Convert casual gamers into crypto users with token airdrops.
3. Keep them hooked: Engage users with decentralized finance (DeFi) applications.

It’s a clever funnel: entertain first, educate later. Games like Notcoin, Hamster Kombat, and Catizen became gateways for millions, blending simplicity with rewards to attract Telegram users to Web3.

Notcoin: Where social games meet blockchain rewards

What happens when you combine casual gaming with token rewards? You get Notcoin, a viral hit that improved blockchain engagement. Launched in early 2024, the tap-to-earn game attracted 35 million users within weeks. But it didn’t stop there. Notcoin converted these players into active blockchain users through token airdrops, doubling TON’s activated wallets to 8.5 million in just one month.

Why did Notcoin succeed? Because it made crypto approachable. No jargon, no technical hurdles—just simple gameplay and the promise of tangible rewards.

Hamster Kombat and Catizen: Fun drives adoption

If Notcoin laid the groundwork, Hamster Kombat and Catizen built on it. These games added a new dimension to Telegram, with over 300 million and 39 million users respectively. Both games leveraged TON’s infrastructure to distribute rewards, turning casual players into crypto adopters.

By October 2024, TON boasted 34 million activated wallets, largely thanks to these social games. More importantly, the surge in activity translated to real-world value, with TON transactions reaching 220 million per month—a 30x increase from the previous year.

Turning gamers into crypto holders: the magic of airdrops

Once users were hooked on games, introducing them to cryptocurrency ownership was the next step. Here’s where airdrops came in. TON made crypto tangible by converting in-game points into tokens with real market value. This seamless transition bridged the gap between Web2 and Web3, encouraging users to explore blockchain wallets and transactions.

For Telegram, the integration of wallets like TON Space was a game-changer. By November 2024, this non-custodial wallet hit 100 million registrations, marking a significant milestone in onboarding users to DeFi.

Telegram Mini Apps: the path to Web3 utility

Imagine ordering a cab, playing games, or even trading digital assets without ever leaving Telegram. That’s the promise of mini apps. These Telegram-based applications offer users a gateway to blockchain services without needing to leave the platform. Think of them as the bridge between Telegram’s Web2 roots and TON’s Web3 ambitions. They help TON achieve one of its goals—building a Web3 ecosystem within Telegram.

By July 2024, over 500 million users engaged with Telegram Mini Apps monthly—a high number that speaks to their appeal.

From games to DeFi: retaining the crypto crowd

Once users enter the crypto ecosystem, retention is the next step. TON tackled user retention challenges with DeFi applications, offering lending, staking, and trading opportunities. These tools transformed passive users into active participants, driving engagement and boosting the ecosystem’s total value locked (TVL) to $726 million by October 2024.

The Open League, an incentive program rewarding high-performing projects, further bolstered retention. TON encouraged sustained activity across its decentralized apps (dApps) by shifting from grants to user-driven rewards.

The bigger picture: why this collaboration matters

The TON and Telegram collaboration is as much about accessibility as it is about crypto. By integrating blockchain into a platform already used by nearly a billion people, Telegram is making Web3 less intimidating. And TON, with its scalable infrastructure, is proving that blockchain can handle mainstream adoption.

This strategic relationship has also been a financial win. Telegram’s 2024 revenue is projected to surpass $1 billion, thanks in part to TON-driven initiatives like mini apps, wallets, and collectible sales. Meanwhile, TON’s ecosystem continues to grow, positioning it as a leader among Layer 1 blockchains.

What’s in it for you?

For developers, this is a call to action. If you’re building in Web3, TON’s integration with Telegram offers a ready-made audience and the tools to create impactful projects. You can explore as many applications as possible, whether it’s NFTs, games, or payment systems.

Meanwhile, for users, this could mean accessing blockchain services without downloading yet another app or figuring out complicated wallet setups. It’s about making Web3 feel more like Web2 but with better ownership and control.

The final word

TON and Telegram are achieving what many in the blockchain space have struggled to achieve—bringing decentralization and usability together in a way that feels seamless and intuitive.

This isn’t just about crypto. It’s about giving you the tools that fit effortlessly into your life. Whether you’re a gamer, a developer, or just curious, TON and Telegram make the transition to Web3 intuitive and rewarding.

And this is just the beginning. With ambitious goals and a proven track record, TON and Telegram will improve digital interactions. So, the next time you share a meme or play a game on Telegram, know that you’re part of a movement that’s shaping the future of blockchain.