A few days ago, I was about to lie down and go to sleep, but I tossed and turned and couldn’t fall asleep. I wanted to talk to you about Binance’s traffic layout and new opportunities in Web3.
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Analysis: The traffic dilemma of exchanges
This year, Bitget promoted its campus ambassadors and was criticized; Ouyi launched Pi coin, which triggered heated discussions on the Internet. These seemingly "stupid" operations actually exposed the embarrassing situation of centralized exchanges (CEX): on-chain DeFi continues to suck blood, and there is no increase in external traffic.
As the big brother of Web3 ecosystem, how did Binance deal with this situation? Let’s take a look
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Binance’s on-chain “conspiracy”: Scooping from the pot into its own bowl
CZ, the boss of Binance, publicly promoted Astar, clearly embracing the on-chain trend. Since the on-chain trend is unstoppable, it is time to scoop traffic from the public chain "pot" to the Binance "bowl".
Binance’s position in the cryptocurrency world is like Samsung’s in South Korea—it holds great power. If a project wants to list on Binance, it cannot be refused! At the negotiation table, Binance took the opportunity to ask the project to distribute the community share to Binance users. The community’s “runner-up” has become the “wife of the same fate”.
Plus Binance Alpha, the "dragon-slaying sword":
The platform is expanding at zero cost. Do the project owners want to rip off users? They have to give some benefits first.
If a user wants to get something sweet, he has to take advantage of other users.
Binance’s move is simply invincible. It does not rely on fancy moves, but on the fact that it controls the lifeline of traffic. No one in the world can match it.
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Breaking the circle and attracting traffic: from KOL to live broadcast
The cryptocurrency traffic alone is not enough, so Binance is also looking outside the cryptocurrency circle:
Find a top KOL to post an article? Standard operation.
Invest in Sidekick? Web3 live streaming may not make money, but it is definitely a traffic entrance.
Rumor has it that Binance has signed a bunch of Web3 KOLs and even top Web2 anchors, and its layout is about to emerge.
But here comes the question: what content should be broadcasted? You can't broadcast "beating a dog", right? You might as well go to pump.fun and play memes.
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Games? GameFi? Binance’s pain points
The two magic weapons of traditional live streaming: games and shows.
Let’s pass the show first. Binance can’t have a bunch of “Binance bikini beauties” live broadcasts, which would be no different from the gambling industry.
Only the game is left. Binance Alpha quickly launched MapleStory, but everyone knows the result: GameFi’s economic model is a “Ponzi trap” and will collapse sooner or later.
Even if live streaming becomes popular, the biggest winner will still be the blockchain game project owner, and Binance itself will not get much benefit.
So, Binance is now missing a game of its own:
Can carry live broadcast traffic.
It is contagious.
Can convert traffic into Binance’s own assets.
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$NClab: The last piece of puzzle for Binance ecosystem?
Let’s take a look at $NClab issued on the Four platform. From game production to Twitter operations, this is obviously not done by Binance itself - how can a big company have such innovation?
But it may be the "last link" of Binance's traffic ecosystem. Four has officially sponsored the first live broadcast competition, which was hosted by the Sidekick community.
Isn’t this just like “when you want to sleep, someone hands you a pillow”? What will Binance do next? Let’s wait and see!