Author: 137Labs
Many people first encounter Galxe and assume it’s just another typical Web3 quest platform: users complete tasks such as following Twitter, joining Discord, or interacting on-chain, and in return, receive NFTs, points, or airdrop eligibility. On the surface, this logic appears no different from the numerous task-based platforms that have emerged over the past few years, and even Galxe’s interface seems lightweight—more like a standardized campaign tool. However, when one closely examines Web3’s growth trajectory over the past few years, a striking pattern emerges: nearly every new ecosystem—whether Optimism, Arbitrum, Linea, Berachain, or Movement Labs—has used Galxe as its core growth platform. In other words, Galxe is not a peripheral tool; it has gradually become one of the foundational infrastructures within the Web3 growth ecosystem.
This also means that what Galxe truly offers is not just “complete tasks to earn rewards,” but a more fundamental capability: it is gradually productizing, systematizing, and dataizing Web3’s originally fragmented, short-cycle, and non-reusable growth processes.
The Growth Challenges of Web3
Looking back at the past decade of internet development, one finds that the most mature capability in the Web2 world is not product development, but growth systems. Facebook Ads, Google Ads, recommendation algorithms, user profiling, and membership systems together form a complete industrialized traffic system. Any internet company can use advertising platforms, data analysis, and recommendation algorithms to acquire users at low cost, screen users, and continuously optimize conversion and retention.
But the Web3 world has long lacked this capability.
Most Web3 projects, despite having tokens, communities, and on-chain data, still lack a mature user growth infrastructure. Project teams struggle to identify genuine users versus airdrop hunters; there is no unified identity system and no cross-platform user profiling. Many growth strategies remain stuck at the level of Twitter, Discord, airdrops, and community-driven referrals. As a result, the industry has gradually fallen into a typical dilemma: projects can quickly attract traffic through incentives, but find it difficult to truly retain long-term users.
The emergence of Galxe fundamentally addresses this missing layer of "growth infrastructure." Originally named Project Galaxy and founded in 2021, its core vision was never merely to create an event platform, but to build an open Credential Data Network—a decentralized system designed to help developers and projects identify users through on-chain and off-chain behaviors. In 2022, Project Galaxy officially rebranded as Galxe. This brand evolution was not merely a visual update, but signaled a strategic shift from a single product toward a comprehensive ecosystem centered on identity, growth, and distribution.
Founding team and product roadmap alignment
Galxe’s two core founders, Harry Zhang and Charles Wayn, are not typical crypto protocol entrepreneurs. Previously, they co-founded the live streaming platform DLive, which itself was a product heavily reliant on community, creator incentives, and user growth. Harry Zhang had also been involved in projects like Lino Network, giving them a strong internet product mindset around “how communities grow” and “why users stay.”
This is why Galxe has never been purely a on-chain protocol but rather more like an internet growth product. It features a clearly gamified structure—growth systems, levels, identities, points, task chains, and continuous incentives—all of which draw from proven Web2 growth strategies. In a sense, what Galxe is doing is bringing Web2 growth logic back into Web3.
Unlike many Web3 projects that emphasize "protocols," "decentralization," or "technical architecture," Galxe focuses on user behavior itself. Rather than attempting to change users through complex mechanisms, it gradually guides users from passive observation to active participation and long-term retention by lowering the barrier to entry, creating more continuous task structures, and offering clearer feedback loops. For this reason, Galxe’s subsequent product evolution has consistently revolved around one core question: how to continuously record, verify, and reuse user behavior.
Analysis of User Behavior Assetization Mechanism
Many people analyzing Galxe tend to focus solely on Quests, as Quests are the most direct product form users encounter: projects post tasks, users complete actions such as following, sharing, joining communities, and on-chain interactions, and then receive NFTs, points, whitelist spots, or airdrop eligibility. However, if one stops at this level, Galxe is mistakenly viewed merely as a “task outsourcing tool,” overlooking its true growth logic.
The key to Galxe is not about having users complete isolated tasks, but rather transforming previously fragmented, short-term, and non-reusable user actions into long-term identity data that can be recorded, verified, filtered, and reused. In other words, Quests are merely the entry point for users into the system—the true value lies in the comprehensive behavioral history users accumulate across different projects, blockchains, and scenarios.
In traditional Web3 growth, airdrops and tasks often lead to a key issue: users arrive for the rewards, complete the required actions, and then leave. As a result, projects end up with short-term data rather than lasting relationships. For example, a user might join a Discord server today for an airdrop and complete a transaction tomorrow to get on a whitelist—but once the task is done, these behaviors rarely continue to generate value. Projects also struggle to determine whether such users are genuine contributors, short-term opportunists, or potential core users.
Galxe’s approach transforms every action into verifiable records such as Credentials, OATs, Passports, and Scores, turning user behavior from one-time transactions into a cumulative, long-term identity system. After completing tasks, users don’t just “claim rewards”—they earn a verifiable on-chain or off-chain history that can be displayed, validated, and referenced in future activities.
This mechanism has transformed users' psychological accounting. In the past, when users completed tasks, they were essentially helping project teams achieve growth; under Galxe’s system, however, completing tasks simultaneously enriches users’ identity records. A wallet that has participated in activities across ecosystems like Optimism, Linea, and Arbitrum may carry significantly different weight compared to a brand-new empty wallet when it comes to qualifying for future opportunities, gaining access to events, or being recognized by projects. As a result, users gradually develop a “cultivating an account” mindset: the richer their wallet’s history, the more complete their participation record, and the more identity credentials they accumulate, the higher their probability of earning future benefits.
More importantly, this assetization of behavior serves not only users but also project teams. For project teams, Galxe does not simply provide traffic, but rather a labeled, historical, and filterable user pool. Project teams can select audiences that better align with their goals based on users’ past on-chain interactions, community behaviors, task completion records, and identity credentials. For example, a DeFi project may prioritize wallets that have previously used cross-chain bridges, DEXs, or lending protocols; a new blockchain may seek users who have participated in testnets, completed developer tasks, or demonstrated high activity levels; and an NFT project may place greater emphasis on collection history, community engagement, and sharing behavior.
From this perspective, Galxe’s moat does not lie in the Quest page itself, as task pages, reward mechanisms, and NFT badges can all be replicated; what’s truly difficult to copy is the long-term accumulated user identity data and behavioral network. As more projects launch campaigns on Galxe, users’ activity histories become increasingly comprehensive; and as more users store their participation records on Galxe, projects become more inclined to use Galxe to target their ideal users. Ultimately, a self-reinforcing growth loop emerges between the platform, projects, and users: more projects lead to richer behavioral data; richer data enables more precise user targeting; and more precise targeting makes projects increasingly dependent on the platform.
Gamified Growth Pathways and Ecosystem Synergy
Another key strength of Galxe is that it doesn’t design growth as a simple “complete task—claim reward” process, but instead reorganizes fragmented growth actions into a cohesive behavioral system. Most Web3 projects tend to fall into one of two extremes when driving growth: either the barriers are too high, requiring users to connect wallets, bridge chains, trade, or provide liquidity right from the start; or the barriers are too low, limiting engagement to lightweight actions like following, retweeting, or joining communities—ultimately failing to foster genuine product usage.
Galxe's brilliance lies in breaking these actions down into a step-by-step task ladder, quietly guiding users from being mere observers, to active participants, and ultimately to ecosystem users.
This path typically begins with social actions that have little to no cost—such as following official accounts, sharing content, joining Discord, or browsing project pages. These tasks are not designed to verify user quality but rather to lower the psychological barrier to first-time participation and expand the campaign’s reach. Once users complete these initial low-cost actions, Galxe can then guide them through subsequent tasks to connect their wallets, claim NFTs, complete identity verification, or access designated dApps. The goal of this stage is to transition users from passive Web2 observation to active Web3 participation, converting social traffic into identifiable wallet users.
After users complete wallet connection and basic on-chain actions, tasks progress to higher-value on-chain behaviors such as cross-chain transfers, swaps, minting, lending and borrowing, voting, staking, and using ecosystem applications. These actions represent truly meaningful data for projects, as they indicate not only that users are aware of the project, but also that they are willing to invest time, gas costs, and accept certain operational risks. Galxe breaks down these complex actions into manageable, achievable steps through its task pipeline, providing users with feedback and rewards at each stage to reduce the psychological barriers associated with complex on-chain operations.
In a sense, Galxe is reorganizing growth behaviors through gamified mechanics. Users aren’t abruptly pushed into high-barrier actions; instead, they gradually deepen their engagement with the ecosystem by completing tasks, receiving feedback, and accumulating achievements. This is why Galxe’s growth model often delivers noticeable results during large-scale ecosystem events.
Taking Layer 2 or a new blockchain ecosystem as an example, the greatest challenge for an ecosystem is not getting users to know about it, but rather getting them to genuinely experience multiple applications within it. If reliance is placed solely on project teams for promotion, users may remain at the level of awareness; however, through Galxe’s task system, the ecosystem can bundle multiple applications into a guided exploration path, allowing users to sequentially experience different modules such as wallets, cross-chain bridges, DEXs, NFT marketplaces, games, and social apps. In this way, growth transforms from isolated user acquisition into a structured ecosystem tour. As users complete tasks, they simultaneously undergo ecosystem education, product trial, and behavioral retention, while project teams gain traffic, interaction data, and qualified user leads.
On a deeper level, Galxe’s task system addresses the issue of “incentive-behavior misalignment” in Web3 growth. Many projects distribute rewards by broadly incentivizing only end results—such as making one trade, minting once, or joining a community—but such incentives often attract large numbers of low-quality users. Galxe’s approach breaks down outcomes into processes, designs these processes as pathways, and assigns different rewards to different levels of behavior. Low-effort tasks receive minor rewards, high-value tasks offer rarer privileges, and users who consistently complete tasks earn higher-tier qualifications or identity credentials. In this way, user quality is gradually filtered throughout the task journey: those willing only to share remain at the surface level; those who connect their wallets enter the mid-tier; and those who engage continuously and complete complex tasks become higher-value users.
Therefore, Galxe does more than just run campaigns—it is redesigning the user engagement pathway for Web3. It transforms the previously chaotic growth process into a gamified system with clear entry points, progression tiers, feedback loops, and filtering mechanisms. Users experience completing tasks and earning rewards, while projects gain user education, behavioral guidance, data accumulation, and user segmentation.
Data Flywheel and Platform Strategy
As its products have evolved, Galxe has moved beyond its original positioning as a Quest platform. It has gradually launched products such as Passport, Starboard, Earndrop, and Gravity, aiming to cover the entire Web3 growth chain: Quest guides user behavior, Passport handles identity verification, Starboard enables community analytics and contributor identification, Earndrop manages reward distribution, and Gravity extends further into foundational infrastructure.
This means Galxe is evolving from a task-based tool into a comprehensive growth operating system.
What’s truly difficult to replicate isn’t the task page itself, but the growing data and ecosystem network it has built. As more projects integrate with Galxe, it accumulates increasingly rich user behavior data, enabling projects to identify more precise target audiences. Meanwhile, as more users build their identities and historical activity on the platform, user profiles become increasingly comprehensive.
Ultimately, Galxe has created a classic platform flywheel: more projects attract more users; more users generate richer behavioral data; richer data enables more precise user targeting; and more precise targeting encourages projects to invest further in growth on the platform.
In a sense, what Galxe aims to build is not the largest task platform in Web3, but rather something more like Google Ads in the Web3 world—its true business is not tasks themselves, but a growth network built around identity, behavior, and distribution.
Conclusion
If the growth of Web3 in the past was still fundamentally rooted in a "traffic mindset," then Galxe's emergence signifies the industry's first genuine attempt to establish an "identity mindset." Over the past few years, numerous projects relied on airdrops, community engagement, and token incentives to achieve cold starts, but the shortcomings of this model are equally clear: users arrive for the rewards and depart once the incentives end, leaving projects with only short-term data rather than lasting relationships.
What Galxe truly transforms is that it begins to赋予 user actions with continuously accumulating value. A wallet is no longer just a one-time interaction tool, but gradually becomes a long-term account with a history of activity, participation records, and identity credibility. Past participation in ecosystems, completed actions, and long-term engagement all gradually crystallize into verifiable, accumulatable identity assets.
This is why Galxe’s value lies not just in quests, NFTs, or airdrops themselves, but in its role in shifting Web3’s growth logic from “reward-driven” to “identity-driven.” As more projects begin designing growth strategies around users’ historical behaviors, and as more users start valuing their on-chain records over short-term gains, Web3’s growth model will become fundamentally different from before. Many see Galxe as merely a task platform, but it’s more accurately building a new growth order: user actions are permanently recorded, identity value is continuously accumulated, and growth evolves from one-time traffic transactions into a long-term relationship network built around identity.