Crypto Platforms Increasingly Rely on Gamification to Drive User Activity

Competition among cryptocurrency platforms is no longer solely focused on security and ease of transaction. Industry players are now developing features that encourage user interaction with the platform, including through gamification approaches. One such approach has been implemented by Indodax through its DAX Rewards feature. This feature combines a series of missions and a points system that users can earn from various activities within the application. Indodax Chief Marketing Officer, Aloysia Dian, stated that the growth and usage patterns of the platform have led to more diverse user needs. “With more than 10 million members, we see that user needs and ways of interacting are increasingly diverse. Therefore, the user experience is not just about safe and easy transactions, but also about how to present a more interesting and relevant adventure. DAX Rewards is our way of appreciating various user activities within the application,” she said on Thursday (13/8/2026). Through this feature, users can earn DAX Points from a number of activities, such as check-ins, daily missions, and additional missions. The points can then be used in a gacha game mechanism to obtain various prizes. Aloysia explained that the feature was developed to increase user interaction with the various services available in the application. However, she stressed that activities on the platform are still related to investment decisions that need to be made responsibly. “With this latest feature, we want to provide a more enjoyable experience through daily challenges and missions. The goal is to encourage users to explore the various features available while gaining additional benefits from the activities they are already doing,” she added. The development of gamification-based features is becoming a trend in the competition among digital platforms, including in the crypto asset industry. This approach allows companies to drive user activity within the application, amidst competition that previously relied heavily on transaction services. On the other hand, the increase in user activity must be accompanied by an understanding of the characteristics and risks of crypto assets. This is relevant because interactive features and incentives can influence how users engage with the platform. For the crypto industry, this development indicates that platform competition is beginning to encompass aspects of user experience, in addition to security, transaction fees, asset variety, and service quality.