Brilliantcrypto
A Web3 mining game in the shape of Minecraft. My KPI was 300 daily active users. I passed 1,000 DAU within the first month, and peak DAU reached 3,180.
The problem
A mining game needs miners in the world every day, not wallets on a chart.
Brilliantcrypto's proposition is proof of gaming — digital gemstones with real scarcity, mined by hand. That only works with a population underground. So the brief was daily actives, across multiple regions, with retention that survives the first week.
What I did
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The creator programme
I cast Web2 Minecraft players rather than crypto creators, in Thailand and Latin America. Their audiences already understood mining as a game loop, so the game needed no explaining.
When live viewership dropped from format fatigue, I turned creators into community moderators who played with viewers and hosted reward events and competitions.
The outcome
Peak DAU 10x the 300 target, and a community with its own identity — the Digital Gemstone Collective — that now feeds feature requests straight to the dev team.