Quests in Web3: What Works and What Doesn’t

Quest platforms were created to offer a convenient way to explore Web3, but, needless to say—opinions are still divided. Some think they’re just there to pump vanity metrics and make the otherwise obscure project “look good”. Others have had a positive experience, where quests helped them find out more about their favorite project or Web3 altogether. 

Nevertheless, for the time being, quests are here to stay. Even though there is some negative commentary, many projects opt for them, since they are a reliable and fast tool to pump up your numbers.

So, is there a way of converting these communities that are mostly known for being token farmers into actual users of your product? Below, we’ll explore top quest platforms like Zealy, QuestN, and Galxe, along with some do’s and don’ts to help create a genuine community.

What Are Crypto Quests?

Crypto quests are gamified activities specially made to attract and reward users with crypto tokens, NFTs, or other digital assets. Usually, the quests can be simple tasks, such as following on different channels, or those requiring more involvement, like creating user-generated content, or other on-chain activities. 

The trend of gamification is rising from the need to accommodate younger users who crave constant and rewarding online interactions. 

Popular Platforms

There are many platforms out there, each serving with its own imaginative quest mechanisms. 

Zealy, one of the main platforms for quest-based engagement onboards, educates, and incentivizes around 700.000 monthly active users. Galxe offers a twist by letting users build identities with NFT or Discord role credentials. This offers another layer of personal user association with the project through getting badges and accomplishments. 

Layer3 offers interactive educational content with 160+ protocol integrations. It’s also good at guiding users through concepts like wallets and DAOs with step-by-step tasks helping users gain base Web3 knowledge. 

Others like QuestN, Intract, and SoQuest are similar and offer beginner-friendly tasks suitable for users who want fun and informative onboarding.

Pros and Cons of Using Web3 Quests

In the early days of crypto (around 2015-17), projects primarily relied on traditional marketing methods and bounty programs to attract users and build communities. Around 2018-2019, as the crypto space became more competitive, projects began exploring more engaging ways to attract and retain users. 

This led to the rise of gamified approaches to community building and marketing.

On the first look, everything is spic and span with quest platforms. Why shouldn’t it be convenient to learn something new, maybe follow a couple of accounts for a little crypto? Users can get something, create buzz, and bring new users rapidly in return. 

There is criticism mainly in the quality of the interactions. While they are created to help both sides, it is not always the case. Usually, these quests are swarmed with bots and quest farmers who participate only for rewards and consequently create inflated, but empty metrics. Because of how obvious it is that many users disengage once the quest ends, conversion rates of active users can be low. 

The consequence is an unstable, unsustainable, and flaky community lacking authentic connection. Without an adhesive of real communication, it is doomed to fail, and most commentators blame the quest platforms. 

Making Quests Work for Your Project

If quests are rife with pitfalls, why use them?

We think that with strategic planning, one can minimize common problems and create a genuine community. 

1.  Identifying your primary goal will guide all aspects of quest design and help you measure effectiveness. Is it to grow social numbers, user acquisition or community activation? 

2. A project should design quests for real engagement. Don’t focus on the number of participants. It could be hard not to see the numbers you expected, but be patient and focus on interactions that matter. 

• Try hosting live events where users can ask questions and earn points or badges. This adds a layer of emotional involvement within your audience. 
• Many quests are designed to be too easy in order to be inclusive. But, that’s a double-edged sword. Given the nature of these platforms, consider upping the difficulty, making sure you reward the right users.
• Make users contribute creatively. Reward ideas, graphics, or videos related to your project. Be selective when reviewing the submissions, even if it takes more man power. This way you avoid rewarding void contributions.
• You could even hit two birds with one stone—base tasks on activities that benefit both users and the project, such as testing a new feature.

3. Next, one of the biggest draws to even participate in a quest are, of course, rewards. To make engagement even more interesting, use different rewards. 

• Mystery tokens, unique NFTs or varying award amounts add a layer of intrigue and excitement.
• Set up tiered rewards to encourage users to excel in knowledge you offer and go deeper into your ecosystem. Each level should unlock new benefits. 
• A good mix of reward types keeps users interested. Frequent rewards build a routine when rare items keep the intrigue going. 

4. Enhance user experience. Look at the material you’re giving out. Is it dated, relevant, and valuable?

• Remove outdated tasks, and quests no longer relevant, and make sure users aren’t doing futile actions that don’t add value to their journey with you. 
• Introduce quests gradually so users can build familiarity. Think about creating several touchpoints with your project throughout the duration of the campaign. This will get users used to interacting with your platform. 

When designing the modules, put yourself in the quester shoes, very similar to when you design the customer journey for your platform. This way you can make sure to improve potential friction points and is a smooth ride.

5. Implement suitable protection to make sure your users aren’t predominantly botted. When using quest campaigns to grow your community chat numbers—like in Telegram groups or Discord servers—tools like CAPTCHA verifications, wallet authentication, and setting up moderation bots can help prevent the usual chaos that comes with rapid growth.

6. As with everything you do in your business—measure! Only numbers will tell you if what you’re doing is going well, but don’t be blinded by them. 

• Quests could be a powerful tool to collect data! You can add a module for market research, where you ask users to test your product and get feedback. The data you collected can be used to plan retargeting actions that drive users further down your acquisition funnel.
• To continuously upgrade the quality of your content, analyze participation metrics. Take a look at which types of quests drive the most authentic engagement and replicate their success.
• Collect feedback and poll active users to find out what sticks with them, what they enjoy, and where they find value.
• Update and adapt!

Future of Web3 Quests

Quest can be a good addition to your marketing mix if you set your expectations realistically and use them properly. Sure, with certain adjustments, quests can evolve from simple engagement tactics to very impactful tools for community building. 

For now, brands can take advantage of the growing user base on platforms like Zealy and Galxe but should prioritize creating quality interactions over quantity. Instead of falling back on vanity metrics, focus on building a community that’s not just there for the reward but shares a real interest in your project’s goals.

At RZLT, we aim to answer your questions and give you the tools you need to succeed in Web3. Keep an eye on our blog and subscribe to our newsletter to stay updated with strategies that work. 

Let’s build trust and grow together!