Jamie Elkaleh remembers a time when marketing a crypto wallet was about explaining seed phrases, gas fees, and blockchain mechanics. In 2026, the question is no longer how well you describe the infrastructure, but whether users can rely on it without even thinking about it.
Bitget Wallet’s 2025 rebrand is perfect proof of that. Aimed at repositioning the wallet from a trading-first tool to an everyday financial interface, their “Crypto for Everyone” movement aligned product upgrades with a clear, utility-driven narrative. This allowed the team to simplify the user experience without removing advanced trading functionality and alienating core users.
The result came immediately. “Our Card spending volume increased 28-fold, and user growth exceeded 300% year over year,” Jamie shares. “In regions such as Africa and the Middle East, that growth reached triple-digit percentages.”
According to him, a leap toward utility was the biggest shift in user behavior over the last year. While market stress led to inactivity in earlier cycles, this time the pattern was different.
“Stablecoin balances and on-chain yield activity remained resilient even during price corrections. This reflects a more sophisticated user base focused on capital efficiency than short-term trading.”
Crypto wallets are now treated as financial accounts rather than speculative platforms. Since gas abstraction and social login have reduced technical friction, users have started interacting with them as they do with their favorite fintech apps.
At this stage, Jamie says, marketing has to prove reliability, speed, and real-world relevance.
What drives sustainable user acquisition
If crypto wallets are becoming part of financial infrastructure, user acquisition can’t rely on airdrops and points programs. Just like Ryder’s Nisheta Sachdev, Jamie argues that these campaigns can drive rapid spikes in traffic, but often attract bots or short-term participants who leave once rewards end.
“This creates inflated growth metrics without long-term retention.”
In his opinion, what beats temporary excitement is reduced product friction and simplified onboarding.
“When users can transact without managing seed phrases or holding native gas tokens, adoption becomes more sustainable. Acquisition strategies that depend on complex instructions or crypto-native jargon struggle to reach mainstream audiences.”
Per Jamie, in a utility-driven market, product design becomes marketing, and seamless UX becomes the actual growth engine.
Marketing in Asia vs. the West
Bitget Wallet operates as a global brand with a strong presence in Asia. When asked about the biggest differences of doing marketing in Asian and Western markets, Jamie explains that it all comes down to infrastructure versus regulation.
In Asia, crypto adoption is tightly connected to mobile-first behavior and everyday financial applications like remittances, cross-border transfers, and stablecoin payments.
“In 2025, the region recorded a 69% year-over-year increase in on-chain value,” Jamie notes. “That reflects strong grassroots usage.”
Here, speed and accessibility dominate messaging. But in Western markets, the emphasis is on stability and governance, as marketing is shaped more heavily by regulatory clarity and institutional trust.
“With frameworks such as MiCA in Europe and new U.S. stablecoin legislation, users prioritize compliance, proof of reserves, and risk transparency,” Jamie clarifies.
However, one principle remains consistent across both environments: users expect products to function reliably in the real world.
Media coverage at Bitget Wallet scale: Credible, quote-ready, data-driven
As our dialogue turned to work with media outlets, Jamie revealed that Bitget Wallet’s strategy focuses on “producing credible material that naturally earns coverage.”
In practice, that means organic coverage backed by hard data, since journalists expect verifiable numbers to contextualize industry shifts.
“We publish research reports based on on-chain analytics and user behavior trends, which allows reporters to reference measurable insights.”
According to Jamie’s observations, when stories are supported by quantifiable patterns in user growth, transaction volume, or adoption, they travel further. They are cited, republished, discussed across video, audio, and written formats. And increasingly, they are indexed by large language models.
That’s why structured press releases still make sense. Alongside highlighting material milestones and signalling accountability, they serve as machine-readable inputs for AI-driven search and summarization tools.
“In a market where thousands of crypto releases circulate monthly, announcements without measurable impact risk becoming noise. Clarity, consistency, and data precision enhance both media pickup and long-term discoverability.”
This logic directly affects how the Bitget Wallet team determines PR effectiveness. For them, influence and credibility matter more than article volume. A strong signal is when external researchers and journalists independently reference the company’s data to explain broader market trends.
“We prioritize tier-one mentions, analyst citations, and share of voice within strategic narratives,” Jamie says. “Secondary indicators include organic brand mentions, backlink authority, inbound media inquiries, and invitations to podcasts or research collaborations.”
He adds:
“Ultimately, success is measured by whether the brand becomes a default source in industry discussions – a position that reflects sustained trust rather than temporary visibility.”
Why capital flows no longer follow crypto-native trends
As the “news-price” pattern in crypto currently feels broken, I asked Jamie why industry narratives lost their ability to move markets in a snap. He replied that cryptocurrencies themselves have matured into “a macro-sensitive asset class”.
And once that class reached multi-trillion-dollar valuations, individual headlines naturally stopped carrying such influence.
With nearly $44 billion in net demand flowing into Bitcoin ETFs in 2025, institutional capital now represents a structural force. Capital allocation decisions are primarily shaped by macroeconomic cycles. This returns us to the same principles Jamie reinforces throughout the conversation.
Product reliability, traction, and relevance are more important than narrative alone.
Utility outperforms explanation.
Utility as the growth model
The industry that once rewarded complexity and narrative now rewards clarity and function – whether that means paying with stablecoins, accessing tokenized assets, or earning yield.
The line between crypto and fintech is blurring. For crypto wallets in 2026, marketing must reflect not the technology itself but how it integrates into everyday life.
“If users don’t need to understand the infrastructure behind the product, the marketing has done its job,” Jamie concludes.
