<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Polygon Labs: Scaling Web3 Growth with Cost per Wallet Efficiency

Polygon Labs: Scaling Web3 Growth with Cost per Wallet Efficiency

Ilan Alon

Product #:W46392
Supplier:Ivey
Discipline:Information Systems, Marketing
Setting:Israel, Nigeria, United Kingdom, United States, 2025
Details:Case (PDF) • 19 pages • 2025-12-12

Subjects:

Sales and marketingMarketing

Industries:

Information technology and telecom sector

Geography:

IsraelNigeriaUnited KingdomUnited StatesAfricaEuropeNorth America
Your Price:$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

Leon Stern, the senior vice president of marketing at Polygon Labs UI (Cayman) Ltd. was tasked in 2025 with developing a marketing strategy to help Polygon scale user adoption of its blockchain platform. Stern’s challenge was to balance efficiency with reach and reduce the cost per wallet (CPW)—a Web3-specific customer acquisition cost metric—while continuing to drive robust user growth. To develop a marketing strategy, Stern must examine marketing return on investment across vertical segments (gaming, decentralized finance [DeFi], non-fungible tokens [NFTs], and enterprise) in the Web3 industry. Each segment presented distinct user behaviours and acquisition models, from token incentive-driven DeFi users to mainstream users onboarded through NFT partnerships with organizations such as Reddit. Leveraging an innovative marketing tool (by Addressable.io) could help Polygon target “wallet-ready” users and improve conversion, thus lowering CPW.

Learning Objectives

This case can be used in MBA or executive courses in digital marketing, finance technology (fintech) strategy, or Web3 and emerging technologies. It is best positioned mid-course, after students learn traditional marketing metrics such as customer acquisition cost (CAC) and cost per click, and before modules on customer retention, platform economics, or decentralized ecosystems. A glossary of terms is provided in the case; however, the content assumes that students have some grasp of Web3 and blockchain technology. Additional pre-readings were suggested below to enhance the student knowledge prior to engaging with case. Students working with this case will undertake the following:
  • Understand the CPW metric and its relevance to blockchain user acquisition.
  • Analyze marketing ROI across distinct Web3 segments (gaming, DeFi, NFTs, enterprise).
  • Explore targeting and conversion strategies through Addressable and on-chain data.
  • Evaluate trade-offs between efficiency (low CPW) and broad adoption.
  • Apply marketing frameworks (segmentation, targeting, and positioning [STP], funnel analysis, and ROI) to emerging digital ecosystems.
Loading
Case Study: Polygon Labs: Scaling Web3 Growth with Cost per Wallet Efficiency (English version) | Ivey Publishing