True Miner

DeFi mining products are usually gated behind technical onboarding that 99% of users bounce from. Telegram's 800M+ users sit one tap away from a wallet but most Web3 products treat them like crypto natives. The opportunity was to make the product feel like a casual game while real on-chain mechanics ran underneath.

Ship two front-ends (a Telegram TON MiniApp for low-friction acquisition and an Abstract web app for power users), backed by a single product spine. Layer a 2D Unity mini-game on top so the product had something playful to come back to. Instrument every funnel step in BI dashboards so retention decisions ran on data, not vibes.

1. 01

   Telegram MiniApp + Abstract web app, single product spine

   Two ecosystems, two acquisition channels, one roadmap. Telegram solved cold-start onboarding; Abstract gave us a richer surface for users who wanted more. Sharing the backend kept ops sane.

2. 02

   Integrated 2D Unity mini-game as the daily-return hook

   Mining alone is passive. The mini-game gave users a reason to open the app daily and turned mining into something they actively engaged with, directly visible in retention curves.

3. 03

   BI dashboards before marketing spend

   Built Metabase + GA4 funnels covering install → first action → D1/D7/D30 retention before scaling acquisition. Meant we could spot a 12% D30 (vs target) and route product effort there instead of wasting CAC on a leaky bucket.

4. 04

   Hire and lead a 5+ person marketing team

   Web3 distribution is a contact sport: Telegram, X, partner ecosystems, KOLs. Built an in-house team rather than outsource so the messaging stayed coherent with the product roadmap.

• TON
• Abstract
• Telegram MiniApp
• Unity 2D
• GA4
• Metabase
• Notion
• Jira