The Collapse of Telegram Mini-Apps: A Data-Driven Perspective

Telegram’s Mini-App ecosystem, once hailed as a blockchain gaming revolution, is now facing unprecedented decline. According to OGenLab’s analysis of 820 projects, cumulative Monthly Active Users (MAU) plummeted by ​33% in October 2024, with ​295 million users lost​ in a single month. Even top-tier projects like Hamster and Catizen—previously industry darlings—saw catastrophic drops, signaling systemic fragility. The root cause? Overreliance on shallow, clicker-style games that prioritized short-term growth over sustainable innovation.

Overreliance on Clicker Games: The Root Cause of TON’s Crisis

TON Foundation’s strategy of flooding the ecosystem with low-effort ​Clicker games​ initially drove explosive growth. However, these games suffered from ​homogeneity​ and a lack of depth, leading to rapid user burnout. By Q4 2024, the absence of meaningful gameplay loops and token utility turned Telegram’s gaming landscape into a “pump-and-dump” arena. Players, incentivized only to earn and sell tokens, abandoned projects post-listing, triggering a downward spiral. This “earn-to-sell” model eroded trust, leaving the ecosystem starved of fresh users and genuine engagement.

Structural Flaws and User Migration Patterns

OGenLab’s tiered analysis reveals a ​top-down collapse:

• ​Top-tier projects​ (>50M MAU) dwindled from 2 to 1 in October, with mid-sized projects (1M–5M MAU) absorbing downgraded users but failing to retain them.
• ​Smaller projects​ (<100K MAU) surged in quantity, but this reflected user fragmentation, not growth.
• ​OpenLeague, a flagship TON initiative, saw steeper declines than the broader market, plagued by inconsistent quality and weak user retention.

The data underscores a critical need for ​structural diversification​ beyond hyper-casual games.

Rebuilding the Ecosystem: Innovation Beyond Play-to-Earn

To reverse the decline, TON must pivot toward:

1. ​Deepened Gameplay: Integrating RPG elements, strategic challenges, or narrative-driven experiences (e.g., AKEDO Game’s early success).
2. ​Token Utility Overhaul: Creating in-game sinks for tokens (e.g., crafting systems, governance) to reduce sell-side pressure.
3. ​Adoption of Growth Tools: Leveraging platforms like ​Galxe​ for community engagement and ​Ton.AI​ for targeted user acquisition.
4. ​Telegram Mini-App 2.0: Utilizing features like full-screen mode and geolocation (launched Nov 2024) to enable richer app experiences.

The Road Ahead: Lessons from OpenLeague’s Struggles and Sparks

While OpenLeague’s overall decline highlights systemic risks, outliers like RentTycoon demonstrate that ​niche innovation​ can thrive. Sustainable recovery hinges on:

• ​Quality Curation: Screening projects for originality and long-term viability.
• ​Monetization Beyond Ads: Exploring subscription models or premium content tied to ​Telegram Stars, the platform’s in-app currency.
• ​Cross-Chain Synergies: Partnering with chains like BNB or Sui to diversify user inflows.