As part of Outset PR’s talks on Web3 Communications, agency founder Mike Ermolaev recently spoke with Jamie Elkale, CMO of Bitget Wallet, about how marketing is changing as the crypto wallet evolves from a trading tool to a broader financial interface.
Conclusion
- Crypto marketing is moving toward service adoption where product experience and real-world usability play a central role.
- Regional differences increasingly shape communication strategies, as adoption patterns, norms and user expectations differ between markets such as Asia and the West.
- As an industry matures, both media narratives and market movements are increasingly influenced by verifiable data, institutional capital, and macroeconomic forces.
While the full conversation explored everything from user acquisition to media strategy and the changing dynamics of crypto markets, here are some key insights that will be of most interest to the market.
Smooth loading leads to stable user acquisition
One of Jamie’s key points is that sustainable wallet growth is no longer driven by incentives. Airdrops and dropshipping programs are often used to generate interest quickly. But these tactics rarely translate into long-term users, he says. Instead, the focus should be on reducing product stress and simplifying shipping.
“When users can interact without managing seed phrases or maintaining native gas tokens, their adoption is more sustainable.”
Jamie says that in a service-based market, product design effectively becomes marketing.
Marketing in Asia and the West reflects different user expectations
Another point Jamie brought up is that crypto marketing strategies vary significantly by region.
In Asia, adoption is linked to everyday financial use cases such as money transfers, cross-border transfers and stablecoin payments. As a result, communication tends to focus on speed, accessibility and practical value.
“In 2025, the region recorded 69% year-on-year value chain growth. This reflects strong public consumption.”
In Western markets, the situation is different. Regulatory clarity and institutional trust shape user expectations much more strongly.
“With frameworks like MiCA in Europe and new robust legislation in the US, users are prioritizing compliance, resource proof and risk transparency.”
Despite these differences, Jamie notes that the basic requirements remain the same across regions: products must perform reliably in real-world financial conditions.
Data now includes media credibility
On the scale of Bitget Wallet, Jamie insists that media coverage cannot rely on generalizations. More than ever, journalists are looking for verifiable information that helps explain what’s really going on in the market.
“We publish research reports based on chain analysis and user behavior trends that allow reporters to link to measurable insights.”
Stories backed by real usage patterns—whether in transaction volume, adoption, or user growth—go far across the media ecosystem, he says. This approach also changes the way PR performance is evaluated.
“We prioritize first-level mentions, analytical citations, and share of voice within strategic narratives. Secondary metrics include organic brand mentions, backlinks, inbound media requests, and invitations to podcasts or research collaborations.”
The real signal, Jamie adds, comes when outside analysts independently reference the company’s data.
Crypto markets are now moving with macro capital
Jamie also confirms that crypto’s relationship with news has changed dramatically. In earlier periods, a single headline could move the markets for hours. Today, price action is mostly shaped by macro capital flows because
“Crypto has matured into a macro-sensitive asset class.”
As sector valuations reached the multi-trillion dollar level, individual headlines naturally ceased to have this effect.
With approximately $44 billion inflows into Bitcoin ETFs by 2025, institutional capital is now playing a structural role in the market. In this environment, stories matter less than fundamentals.
The utility is becoming a model for crypto growth
Reflecting on the conversation, a pattern becomes clear: the crypto industry is gradually moving away from narrative growth towards functional adoption.
Wallets are used not only for trading but also for payments, transfers and crop farming. Users expect trust instead of explanations. And as institutional capital becomes a structural force, macro conditions matter more than short-term propaganda.
In that environment, the logic of marketing is also changing.
“If users don’t need to understand the infrastructure behind the product, marketing has done its job.”
