The Way to Break the GameFi Circle: How to In-depth Insight into GameFi Players?

Original author: SunnyZ Translation: Planet Daily

Summary

  1. Understanding the behavioral preferences of Web3 players is critical for optimizing the operation of game project parties and adjusting the design of games and revenue mechanisms. Compared with ordinary users, the purchasing power of Web3 players is about 4 times that of ordinary users, their social influence is 1.2 times, and the average total game time is about 4 times;
  2. Many Web3 games are trying to use Tokenomics to prolong user interaction time and game life cycle, but in fact, from a data point of view, it is more likely to solve this problem from the perspective of playability;
  3. The 0.5th step of GameFi’s only way to achieve massive adoption may be the discovery and mining of target users. Only by figuring out who your target users are and who is the object of your profit can you talk about breaking the circle premise.

background

Following the last growth experiment, in the past month or so, I started a growth experiment for the GameFi segment.

Why choose GameFi as the target track?

First of all, GameFi is the field that everyone thinks can best achieve user massive adoption. It is an important entry point to dig out the overlapping users of Web3 native users and Web2 game players, that is, Web3 players.

Secondly, GameFi has a relatively large number of active users, and there are many projects that are still operating in the bear market. Data on the chain shows that the number of active addresses in the past 24 hours is about 200,000, and the number of active GameFi project parties is currently more than 900.

GameFi Breakthrough: How to gain insight into GameFi players?

Although compared to the entire cryptocurrency market, the overall size of GameFi is still relatively small. As of the first half of 2023, the size of the global GameFi market is about 6 billion US dollars, but the gameplay and revenue mechanism of the GameFi market are attracting more and more players participate.

Understanding the behavioral preferences of Web3 players is critical for optimizing the operation of game project parties and adjusting the design of games and revenue mechanisms.

Segment track samples

The entire GameFi subdivision has many fields, mainly composed of 8 parts - client aggregator, game, multi-game platform/publisher, liquidity provider/financial instrument, blockchain solution provider, game engine, development merchants/studios and chains.

In order to further understand the real user portraits of Web3 players, the sample project parties selected for this activity belong to the game field. Here, IOSG’s classification of Web3 games (based on Steam’s classification and the highest-grossing mobile game types) is cited here. Web3 games Mainly divided into 5 categories:

  1. RPG (role-playing game): Players play the role in the game, and improve the ability of the role by completing tasks, upgrading levels, etc., including MMORPG, Team Battle, etc. The participants of this event, BigTime, ArcLoot, and Seraph, belong to this category of games.
  2. Strategy (strategy game): Players need to formulate strategies, manage resources, develop the economy, build an army, etc. in the game, including cards, boards & automatic battles, real-time strategies, and tower defense. BLOCKLORDS, a participant in this event, belongs to this category of games.
  3. Simulation (simulation game): Simulate various scenes in real life, such as running a store, driving a vehicle, farming, space flight, life & leisure & casino, etc. The event participants Infiblue, TownStoryGalaxy, PlantCrossing, TodayTheGame belong to this category of games.
  4. Action (action game): It is characterized by fast-paced action. Players need to perform operations such as jumping, attacking, and dodging in the game, including shooting, fighting, and other action games. CEBG, the participating party of this event, belongs to this type of game.
  5. Sports (sports games): simulate various sports, such as football, basketball, tennis, etc. TopGoal, a participant in this event, belongs to this category of games.

GameFi Breakthrough: How to gain insight into GameFi players?

According to the above classification, the 10 game projects on the right side of the figure are selected as key analysis objects.

GameFi Activity Data Mining

In addition to the regular activity indicators, purchasing power indicators, and influence indicators, for this GameFi event, data on player behavior preferences in Steam has been added, as follows:

Steam Stats Metrics

  • The amount of time players spend on various games on Steam
  • Players' favorite game types, themes, styles, etc.

Among them, there are 5 game styles, 22 game themes, and 30 game types.

GameFi Breakthrough: How to gain insight into GameFi players?

Breakdown of Steam game types, themes, and genres

Explanation of various indicators

3-General Game Category

  • **Casual games: **Usually refer to games that are simple in gameplay, easy to learn, low in difficulty, and suitable for casual players. This type of game usually does not require much game experience and skill, and the game time is relatively short.
  • **Mid-core games: **Usually refers to games with moderate difficulty, relatively complex gameplay, requiring certain game experience and skills, and suitable for intermediate players. This type of game usually takes a certain amount of time and effort to play well.
  • **Hard-core games: **Usually refers to games with high difficulty and complex gameplay, which require very high game skills and experience, and are suitable for professional players. This type of game usually takes a lot of time and effort to master, and the game time is relatively long.

5-Play Style

  • **Singleplayer: **Player likes to play the game alone, not with other people.
  • Multiplayer: Players enjoy playing games with other players, either cooperatively or against each other.
  • PVP (Player Versus): Players like to fight against other players to show their own strength.
  • PVE (Player Versus Environment): Players like to fight against the game environment, such as fighting monsters in the game.
  • Co-op (cooperative game): Players like to cooperate with other players to complete game tasks, such as teaming up to complete a certain task.

22-Game Theme

  • Fantasy: Games that include elements of magic, magical creatures, epic heroes, legendary stories, and more.
  • Sci-Fi (Science Fiction): Games that include elements such as robots, aliens, futuristic technology, and space exploration.
  • Horror (Horror): A game that includes horror stories, ghosts, zombies, vampires, monsters, and more.
  • Futuristic (future): A game that includes elements of future technology, cities, transportation, weapons, etc.
  • **Realistic: **Games that include elements of real-world sports, warfare, simulators, etc.
  • **Dark (dark): **Games that include elements of darkness, distortion, restlessness, depression, etc.
  • **Mystery: **A game that includes elements of exploration, puzzle solving, strange things, and more.
  • Cyberpunk (Cyberpunk): A game that includes elements such as future dark cities, technology, crime, and resistance.
  • Medi (Middle Ages): A game that includes elements such as knights, castles, wars, and kingdoms.
  • Magic (Magic): Games that include elements of magic, wizards, spells, magical creatures, etc.
  • Space (Space): Including space exploration, aliens, planets, interstellar wars and other elements of the game.
  • **Dark Fantasy: **Fantasy game with elements of darkness, distortion, restlessness, depression, etc.
  • **War (War): **Games that include modern or historical wars, battles, strategies, and more.
  • **Historical (Historical): **Games that include elements, events, wars, etc. from historical periods.
  • **Steampunk (Steampunk): **A game that includes elements such as steam engines, machinery, and the age of steam.
  • **Aliens (Aliens): **A game that includes elements such as aliens, alien technology, and alien civilization.
  • Robots (robots): Games that include elements of robots, robotics, futuristic robots, and more.
  • **Thriller: **A game that includes elements of tension, excitement, and fear.
  • **Mythology (mythology): **Includes ancient myths, legends, gods, heroes and other elements of the game.
  • **Science (Science): **Includes scientific experiments, scientific discoveries, technology and other elements of the game.
  • **Noir (Film Noir): **A game that includes elements of film noir, detective, crime, conspiracy, etc.
  • **Dystopian (anti Utopia): **A game that includes elements of a dark future, bad society, political conspiracy, etc.

30-Game Genre

  • **Indie (independent game): **Games produced by small game studios or individuals, usually with innovative gameplay and good game experience.
  • **Action (action game): **Fast-paced action is the main feature. Players need to perform jumping, attacking, dodging and other operations in the game.
  • **Adventure (adventure game): **The main features are exploration and puzzle solving. Players need to solve various problems and puzzles to complete tasks.
  • RTS (Real Time Strategy Game): Players need to build bases, recruit soldiers, formulate strategies, and fight opponents in the game.
  • Strategy (strategy game): Players need to formulate strategies, manage resources, develop the economy, build an army, etc. in the game to complete various tasks.
  • RPG (role-playing game): Players play the roles in the game, and improve the abilities of the characters by completing tasks, upgrading levels, etc.
  • **Simulation (simulation game): Simulate various scenes in real life, such as running a store, driving a vehicle, flying an airplane, etc. **
  • Puzzle (puzzle game): features solving various puzzles and puzzles.
  • **Arcade (arcade game): **The main features are fast-paced, easy-to-understand operation and high difficulty.
  • **Shooter (shooting game): **The main gameplay is shooting, which is divided into first-person shooting (FPS) and third-person shooting (TPS).
  • **Platformer (platform game): **Players need to jump, climb, avoid obstacles, etc. in the game to complete the game tasks.
  • **MMORPG (Massively Multiplayer Online Role-Playing Game): **Players play roles in the game, interacting, communicating, fighting, etc. with other players.
  • **Sports (sports game): **Simulate various sports, such as football, basketball, tennis, etc.
  • **Fighting (fighting game): **Fighting is the main gameplay, and players need to master various fighting skills and moves.
  • **FPS (First-Person Shooter): **Based on the first-person perspective, shooting is the main gameplay.
  • **Racing (racing game): **With the theme of racing, players need to drive racing cars on the track.
  • **Casual (casual game): **The main features are easy to understand and easy to use, suitable for leisure and entertainment.
  • Survival (survival game): Players need to survive in the game and face various difficulties and challenges.
  • Battle Royale (Battle Royale game): Multiplayer online survival competitive game, players need to survive in the game and become the final winner.
  • MOBA (Multiplayer Online Battle Arena): Players need to form a team, fight with opponents, attack opponents' defense towers and destroy opponents' bases.
  • **Hack and Slash (action role-playing game): **With fast-paced action as the main feature, players need to perform operations such as attack, dodge, and dodge in the game.
  • Sandbox (sandbox game): Players can freely explore, build, and create in the game without a clear game goal.
  • **Roguelike (Roguelike game): **The main features are turn-based, randomly generated maps and enemies, permanent death, etc. Players need to explore, fight, collect items, etc. in the game.
  • **Roguelite (Rogue-like light game): **It is similar to Roguelike, but certain progress and items can be reserved in the game.
  • **Trading Card Game (card game): **The main feature is to use cards to fight. Players need to collect, combine and use various cards to fight.
  • **Auto Battler (automatic battle game): **Players need to select certain cards or characters, and then watch the game automatically battle.
  • **Card Game (card game): **The main feature is card games, such as poker, bridge and so on.
  • **Driving (Driving Game): **The main feature is driving vehicles, such as racing cars, trucks, etc.
  • **Metroidvania (horizontal version of action-adventure game): **The main features are horizontal version of action and adventure. Players need to explore the map, collect items, improve abilities, etc.
  • **Building (construction game): **The main feature is to build and manage cities, bases, etc. Players need to plan, build, and manage buildings and resources.

Note: Interest-related — all data in this article comes from Clique

Web3 Player Profile Overview

Generally speaking, there are usually two logics for GameFi to acquire customers. One is: the traditional release and purchase method is the main method + Web3 community promotion is supplemented. Relatively fixed, and the ROI is controllable, if a part of the budget is used to promote the Web3 market, it is not bad if there are hundreds of conversions from real players;

The second is: Alpha community promotion and Launchpad/task platform focus on customer acquisition + supplemented by traditional social media promotion. This type of route is a relatively original approach, and the idea is similar to that of white bills. This method belongs to casting a wide net to catch more fish. The target users are not precise and the quality is low, the cost is uncontrollable, and it is difficult to achieve very good results in a bear market.

For most GameFi project parties, whether it is path 1 or path 2, the first step is to accurately find Web3 players.

Judging from the sampling data this time, the number of real players covered is about 2,000 (here, the real player standard is that the wallet balance and Steam game time are both greater than 0), of which Web3 players account for about 20%. The per capita ETH holdings of Web3 players is 16.5, the average fans of TW is in the order of 500, and the per capita game time on the Steam platform is 1,784 hours. Compared with ordinary users, the purchasing power of Web3 players is about 4 times, social influence is 1.2 times, and the average total game time is about 4 times.

The next step is to convert this part of Web3 players to games.

GameFi Breakthrough: How to gain insight into GameFi players?

Game Behavior Preferences

Overall, the Web3 players participating in this activity will spend more than 2,000 hours on average on their preferred game types, and they prefer to play hardcore multiplayer and action games.

  • More than half of Web3 players prefer hard-core games. Because these games are more difficult and the gameplay is complex, it usually takes a lot of time and effort to master, so the total game time per capita is 3,303 hours;
  • In the game style, players obviously prefer multiplayer games, both cooperative and confrontational. Multiplayer games can also attract players to spend more time participating in the game. The total game time per capita is 2,028 hours;
  • Action and strategy games are more popular among players, 70% of the players love to play them together, and the total game time per capita exceeds 1,700 hours.

GameFi Breakthrough: How to gain insight into GameFi players?

The above data shows that the playability of the game is still high enough to attract real gamers. The current Web3 game can be understood as Fi+Game instead of Game+Fi. The gameplay is obviously insufficient, and players lack the motivation for long-term interaction. .

Many Web3 games are trying to use Tokenomics to extend the user's interaction time and the life cycle of the game, but in fact, from the perspective of data, it is more likely to solve this problem from the perspective of playability.

Game Type Preference

Web3 players have a very obvious preference for game types, and they like fast-paced, operation-heavy games. Although I will try many different game types, I will only spend more time on specific types.

  • Action (action game), Strategy (strategy game), RPG (role-playing game), Shooter (shooting game) are the most popular game types, and players generally spend 10 to 15% of the total game time on such games;
  • Although there are as many as 30 game types, more than 45% of players have tried more than 67% of them. Judging from the percentage of time allocation, players do not spend too much time on non-preferred games, and they belong to the "played, but not fully played" type.

GameFi Breakthrough: How to gain insight into GameFi players?

Traditional players have become accustomed to high-complexity games, such as PlayerUnknown’s Battlegrounds, PUBG, RDR 2, etc. When designing the gameplay of the project, you can refer to the game genres preferred by users and what types of games are most popular with players. It is welcome and suitable for superimposing Web3 elements and gameplay. The core logic is that the game itself must have asset trading needs. At the same time, it is best to mobilize the subjective initiative of the community and transfer part of the operational difficulty, so that it can run more naturally. Here is a quote from GallonLabs (TW@gallonwang):

  • MMORPG (multiplayer online role-playing game): a large-scale online game similar to Fantasy Westward Journey, which originally has the needs of account transactions, item transactions, and guild battles, so trading with NFT assets is suitable for Web3 gameplay;
  • SLG (Strategy Game): It belongs to a large category in the traditional game field. There are also needs for material trading and guild battles. The operating cost is low, and a small number of users can operate for a long time, especially European and American players are more fond of playing;
  • Simulation (simulation game): Comparing web2 with various simulators, it can be developed and upgraded, the gameplay is simple, the operation is relatively small, and there are also trading needs for props and assets. Combined with a little social game gameplay, the Web3 community can be integrated Sexual mobilization.

And some games are not suitable for "Web3ization" at this stage, such as MOBA games, which have high development costs, difficult operations, and long life cycles. They are completely uncompetitive in the current GameFi segmented game field.

Game theme preference

  • Compared with game types, Web3 players have no obvious preference for game themes, and there is little difference in time allocation between different themes, which is basically around 13% of the total game time;
  • Game types and themes complement each other. Fantasy (fantasy), Sci-Fi (science fiction), War (war), Horror (horror), Realistic (realism) are the most common game themes, often Action and Strategy games Based on such themes, elements such as war, monsters, and magic are easier to create a tense and exciting atmosphere. Games with the same theme usually have similar storylines, scene settings, and role settings, which are easy to converge;
  • Players will try different game types, but they will not jump back and forth on the storyline or background setting of the game. The side shows that the theme has little influence. What really attracts players is the gameplay and mission mechanism.

GameFi Breakthrough: How to gain insight into GameFi players?

Web3 Player Classification

In the traditional game player classification model, players are divided into killer type, achievement type, social type and exploratory type according to different interaction objects (Player/World) and interaction methods (Acting/Interacting). This classification also applies to Web3 players.

  • Players (players) represent personal experience, personal achievements, personal growth, etc., a collection of all attributes of the player
  • World (world) represents the collection of npcs, scenes, plots, and all fictional layers of the game itself in the game world
  • Acting (one-way effect) represents the behavior of the player, including the behavior of completing the task, the behavior of fighting, etc., the behavior of the player actively operating the character purposefully
  • Interacting (interaction) represents the interaction between players, representing sociality

Due to the limitation of data types, the classification of players in this event is mainly based on the preferred game type, style, duration and other information. 67% of the players are social players, 16% are killer players, and 11% are achievement players , 6% are explorers.

GameFi Breakthrough: How to gain insight into GameFi players?

1. Social players【 67% 】

  1. Basic information: style preference Multiplayer and Co-op games, type preference Action (action), MMORPG (massively multiplayer online role-playing), MOBA (multiplayer online tactical arena), Strategy (strategy) games, etc.;

  2. Player portraits: Social players are interested in interacting with other players and getting to know different players. They are usually used to the guild battle mode and are also very familiar with who to turn to for off-market transactions, like water groups, and second creation Player overlap is relatively high;

  3. Strategy reference: More social elements can be superimposed on the game mechanism. In terms of operation strategy, these players can be given the role of community administrators to drive other players to participate in the game, and these players can also be used to contact core players or Big family.

2. Killer players【 16% 】

  1. Basic information: style preference Multiplayer and PVP games, type preference Action (action), Shooter (shooting), Battle Royale (battle royale), Arcade (arcade) games, etc.;

  2. Player portrait: Killer players are keen on winning. Competitiveness is their first requirement for the game. They will learn various skills in order to win or climb the leaderboard. Unlike achievement players, they only care about winning or not, and don’t care about the means , usually krypton gold or explode a certain game, or even use bugs or plug-ins;

  3. Strategy reference: The game mechanism can be optimized on the player rankings, or the competitive nature of the battle can be increased to moderately arouse the players’ competitive spirit. The operation strategy can guide such users to krypton gold to upgrade props to satisfy their desire to win Refreshing.

3. Achievement players【 11% 】

  1. Basic information: Style preference for Singleplayer and PVP games, type preference for Action (action), Adventure (adventure), Simulation (simulation), Survival (survival), Puzzle (puzzle) games, etc.;

  2. Player portraits: accomplished players will take the initiative to complete the tasks and goals of the game, customs clearance is a basic requirement, and some will set their own goals for customs clearance, and they are more sensitive to customs clearance incentives, and they will be very happy to get some rare rewards;

  3. Strategy reference: In terms of game mechanism, you can work hard on the balance between the complexity of tasks and the rarity of rewards. When players start to feel impatient, giving more special rewards can mobilize these players to the greatest extent. enthusiasm, operational strategy

4. Exploring players【 6% 】

  1. Basic information: Style preference for Singleplayer and PVE games, type preference for Action (action), Sandbox (sandbox), Adventure (adventure), Indie (independent) games, etc.

  2. Player portrait: Exploring players have a strong interest in the game world itself, especially those extreme surprises, hidden plots, and strange bugs. The purpose of their games is to understand the entire game mechanism and become polymaths of the game world. He is also keen to answer questions for newcomers and share his discoveries.

  3. Strategy reference: More easter eggs and hidden plots can be placed on the game mechanism, and a game feedback group can be established on the operation strategy to allow them to deeply participate in the gameplay design of the game, encourage them to output more content, and at the same time give them game evangelists The role is to answer questions for newcomers.

Analysis by project

Since most of the games on the Steam platform are client-side games, the selected data samples have limited data reference for mobile game projects. However, we can still clearly see from the current data that the number of users attracted by different ways of acquiring customers is very high. Differently, two typical cases are CounterFire (Ex CEBG) and BLOCKLORDS.

CounterFire(Ex CEBG)

  • New and old users: There are a large number of participants in the event, almost all of whom are new players, with a proportion as high as 97%, which also shows that this growth event has a good effect on attracting new CEBG players;
  • Player portraits: The balance of user wallets is generally not much, and they are all below 1 ETH; the average time spent on Steam is about 800 hours, 11 people have more than 1,000 hours, and the largest player is about 3,000 hours; There are 17 users with more than 1,000 fans, 2 users with more than 10,000 fans, and the highest one has 22k fans;
  • It seems that the purchasing power of this part of CEBG players is average. Fortunately, they are real game players and have relatively strong social influence. If the assets are relatively light, the community stickiness and activity should be good.

BLOCKLORDS

  • New and old users: The proportion of new players who joined through the event is 36%, and the number of Web3 players accounts for 60% of the total users, indicating that the users acquired by BLOCKLORDS are relatively accurate;
  • Player portrait: The users are obviously heavy gamers + Crypto OG, 13 people have a wallet balance of more than 100 ETH, 2 people have more than 1,500 ETH, and the most one holds more than 2,300 ETH, a proper potential Krypton gold players; the average time spent on Steam is 2,400 hours, of which 23 people have more than 3,000 hours, 16 people have more than 5,000 hours, and the most enthusiastic player is a player from Russia with nearly 9,000 hours;
  • As a strategy game that focuses on time investment and operation, the BLOCKLORDS game type has a high degree of matching with the player type. Players like multiplayer and action hardcore games. After these players are converted into the game, the operation side can save money If you spend too much time on user education, everyone will be very familiar with the modes of item trading and guild battles, and it will be more conducive to realizing community self-driving.

Speaking of which, don’t be in a hurry to scroll down, first observe the data below, and you can guess which one of the above-mentioned customer acquisition paths of CounterFire (Ex CEBG) and BLOCKLORDS corresponds to?

GameFi Breakthrough: How to gain insight into GameFi players?

Note: There is a certain deviation in the data of a single event, please refer to the actual operation data

CounterFire (Ex CEBG) is the first one: the traditional distribution and purchase method is the main + Web3 community promotion is supplemented; BLOCKLORDS is the second one: Alpha community promotion and Launchpad/task platform are the main customer acquisition + traditional social media promotion is auxiliary.

From a data point of view, I a priori believe that CEBG chose the native growth method of Web3, because user portraits are similar to many task platforms, with low purchasing power but high activity. After the interview, it was found that it was not. CEBG converted twice as many Web2 users from Facebook and other channels as Web3 users, which is why these players do not have too many assets on the chain.

Contrary to common sense, if we do not refer to the player data of traditional platforms such as Steam and Epic Game, we often directly classify users with small wallet balances as wool parties, and ignore the conversion of these players, because it is easy to fall into experience Fortunately, multi-dimensional information can help us avoid misunderstandings, and data will never lie.

Interestingly, in terms of the choice of growth strategy, BLOCKLORDS and CEBG, which are both from the background of the original game manufacturer, choose very different methods.

BLOCKLORDS’ customer acquisition is mainly due to more Web3 channels, because whether it is NFT sales on IMX and Polygon or community beta testing, they have deliberately set the threshold for Web3, and basically do not engage in activities to attract Web3 speculative users. The content of the product and the core assets of the game is used to acquire customers. After the time period is prolonged, this method is easier to accumulate OG members.

The only way for GameFi to break the circle

This event made me have some thoughts on GameFi's customer acquisition and breaking the circle. Let’s talk about retreat here. It’s quite interesting to see a meme recently:

GameFi Breakthrough: How to gain insight into GameFi players?

It's a bit ironic, but it's true. GameFi is mostly Ponzi with game shells, not many real players.

Once upon a time, GameFi had high hopes on the issue of users' massive adoption, and the prosperity of Axie and Stepn brought unlimited imagination to the industry.

However, it seems that the game experience at the product level is not good, the economic mechanism lacks stability and sustainability, and the ecology is relatively fragile; the lack of real players at the user level limits the rapid development of GameFi, and it is unknown when GameFi Summer will come.

If you want to break the circle, you have to make some changes.

In addition to optimizing products and economic mechanisms, understanding Web3 players and attracting Web2 players to enter the market is a hurdle that must be overcome.

Among the game projects involved in this event, there are not many project owners who understand the growth strategy and know how to gain insights into Web3 players. They are still relatively blind. Know what type of players are in this community.

The first step in doing a project is to figure out who the target users are and whose money they are earning. This determines whether to convert users from Web2 or mine users from Web3, and also determines what elements should be emphasized in the game’s economic mechanism and gameplay design. The development cost of a good game is very high. When the playability is sufficient, the life cycle of the game will be extended passively, and the number of experienced players will increase. It can also transfer part of the operating costs to the community to support the self-production of the product. This can also balance the impossible triangle of development cost, operational difficulty, and life cycle to a certain extent.

Fortunately, I have observed a very positive phenomenon. The game projects that the bear market is still actively building now have a lot of playability, and they no longer blindly rely on financial products. After all, games are still consumer goods, and there must be real consumers (players) ).

Whether it is digging a small number of core users from Web3, or converting gamers from Web2 with more traffic, there is no standard answer to this matter. Black cats and white cats, the cat that can catch mice is a good cat. No matter what the method is, it is exploration, and pioneers are needed to open up the way for later generations.

After all, from a certain point of view, GameFi seems to be the only hope for the whole village on the road of breaking the circle of Web3.

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