The State of Ecosystem Growth in 2025: Key Insights from the Lunar Strategy Research Report

In 2025, the blockchain ecosystem is transiting past the era of flashy, hype-driven tactics and fleeting viral campaigns and now is forging its way to a focus on sustainable, strategic growth. 

‍

This transformation is captured in our State of Ecosystem Growth in 2025 report, a comprehensive study drawing on insights from growth leaders across ten prominent blockchain networks, including Sui, Avalanche, and Syscoin. Our report highlights a new blueprint for success in the crypto space, centered on three critical pillars: the crucial role of developers, the value of high-quality communities, and the evolution of marketing strategies.

‍

Matthew Schmenk, Ecosystem Growth Lead at Avalanche, sums it up well: "It’s no longer enough to be technically sound. Ecosystem success depends on whether you can communicate value to developers, users, and partners in the clearest, most compelling way possible." 

‍

This perspective sets the stage for the report’s findings, offering actionable takeaways for developers, investors, and crypto enthusiasts navigating this maturing industry.
‍‍

Key Learnings: The State of Ecosystem Growth in 2025

‍

1. Developers Are the Backbone of Ecosystem Growth

‍

Developers are the heartbeat of blockchain innovation in 2025. 

‍

We spotlight that attracting and retaining top developer talent is now the top priority for leading ecosystems. To achieve this, networks are deploying a range of initiatives—grants to fund projects, hackathons to spark creativity, and localized outreach to connect with builders in their own regions. 

‍

According to the report, 9 out of 10 ecosystem leaders rate hackathons and developer evangelism as "critical" or "highly effective" for drawing in new talent.

‍

So, it’s safe to say these efforts go beyond financial incentives. They create environments where developers can collaborate, learn, and thrive. Take Sui, for example: its "Watch-to-Earn" onboarding program rewards developers for engaging with educational content, resulting in a noticeable spike in participation. Similarly, ecosystems like eCash and Syscoin have leaned into developer-centric strategies, fueling innovation and growth.

‍

The result is a flywheel effect—a self-reinforcing cycle where each new developer enhances the ecosystem’s infrastructure, making it more appealing to others. This momentum is vital for building robust, future-ready blockchain networks. In a world where technical excellence is table stakes, ecosystems that prioritize their developer communities are the ones pulling ahead.

‍

2. Community Quality >>> Quantity

‍

A massive follower count might look good on paper, but in the AI bot overloaded internet of 2025, the strength of a blockchain ecosystem relies on the quality of its community, not its size. The report reveals that successful networks are zeroing in on engaged, tight-knit groups rather than chasing large, passive audiences. 

‍

Why? A dedicated community drives loyalty, contributes meaningfully, and sustains growth over the long term.

‍

To build these communities, ecosystems are turning to smart tactics. Strategic partnerships amplify reach and credibility, ambassador programs empower passionate advocates, and hybrid content strategies—mixing online engagement with in-person events—deepen connections. Syscoin offers a standout example: its grassroots events across the Asia-Pacific region boosted wallet retention among new users by 30%. Ambassador programs, too, have proven their worth, with networks prioritizing shared values over superficial metrics like follower numbers.

‍

This approach pays off by fostering a sense of ownership among community members. When people feel invested, they’re more likely to stick around, contribute code, or spread the word. 

‍

The takeaway is clear: a smaller, active community beats a sprawling, disengaged crowd any day. In an industry once obsessed with scale, this focus on quality marks a significant—and welcome—shift.

‍

3. Marketing in Crypto Has Matured

‍

Crypto marketing has grown up. The days of banking on viral stunts are fading, replaced by strategic, data-driven approaches that prioritize substance over flash. 

‍

The report highlights how ecosystems are now wielding tools like influencer marketing, PR campaigns, and platform-specific content to build trust and drive engagement.

‍

Influencer marketing, in particular, has evolved. Nano influencers (1,000–10,000 followers) are stealing the show, delivering a 4.2x return on investment compared to their larger counterparts. 

‍

Their authenticity and niche appeal resonate more deeply with targeted audiences. Meanwhile, PR campaigns are helping ecosystems establish credibility, especially as crypto gains traction in mainstream conversations and policy debates.

‍

Content is getting smarter, too—tailored to fit the quirks of platforms like Twitter, Discord, or YouTube. But the real game-changer is the shift in metrics. 

‍

Forget vanity stats like likes or follows; ecosystems now track deeper indicators, such as active builders or Total Value Locked (TVL)—the amount of capital committed to a network’s ecosystem. The report notes that consistent media exposure correlates with spikes in both developer sign-ups and TVL growth, proving the power of a thoughtful, long-term strategy.

‍

This maturation reflects a broader trend: crypto is playing a bigger game. As it steps into the spotlight, building trust and credibility is non-negotiable. Marketing isn’t just about buzz anymore—it’s about delivering real value and measurable impact.

‍

The most effective crypto ecosystems are increasingly adopting hybrid teams, blending in-house and agency resources to maximize both flexibility and expertise. This hybrid model allows for quick adaptation to changes in the fast-moving crypto space while maintaining the deep institutional knowledge necessary for long-term growth.

‍

At the same time, regional developer hubs are emerging as a key strategy for overcoming onboarding friction and boosting ecosystem health. By establishing local communities in key regions like Asia-Pacific, Latin America, and MENA, ecosystems are able to offer language-specific support, culture-sensitive events, and region-tailored grants, which significantly increase developer retention and event turnout. 

‍

The Kaito Branding Framework: A Case Study

‍

In terms of branding, the introduction of the Kaito framework is revolutionizing ecosystem growth by unifying messaging across diverse verticals—technical, community, and enterprise—ensuring clear, consistent narratives that resonate with developers and users alike. This approach grows trust and stronger community bonds. Finally, tokenomics has evolved from simple airdrops to more sophisticated incentive structures that reward behaviorally aligned actions such as long-term commitment, skill, and governance participation. 

‍

In 2025, Kaito is positioning itself as a game-changer in the crypto ecosystem landscape by optimizing brand visibility and developer trust through its innovative Mindshare framework. Unlike traditional metrics that focus on vanity numbers like followers or likes, Kaito uses AI-powered analytics and community-driven participation to quantify how effectively a project occupies the collective attention of the crypto community. 

‍

By tracking Yaps—a tokenized form of attention—Kaito provides a transparent, real-time snapshot of a project's resonance within the ecosystem. This system goes beyond merely tracking superficial engagement; it enables ecosystems to measure real, meaningful connections with their audiences, aligning with the broader trend in the industry away from vanity metrics and towards long-term, strategic growth. This shift towards long-term credibility and developer-first approaches is what the report highlights as the new standard in 2025, where ecosystem success is measured by developer engagement and community loyalty rather than short-lived viral moments.

‍

Moreover, Kaito's impact is far-reaching, fostering strategic brand cohesion and alignment across different ecosystem verticals. The report specifically notes that projects leveraging Kaito’s framework report faster community onboarding and stronger alignment between technical and community narratives. 

‍

Our complete Kaito guide details how they achieve this by providing a structure for clear voice pillars, which ensure that every piece of messaging—whether it’s targeting developers, token holders, or institutional partners—remains consistent and reflective of the ecosystem’s values. We also dive into how to dominate mindshare and use these pillars to your advantage, take a look and you’ll see through our eyes!

‍

Lastly, Kaito also empowers contributors by providing scalable content kits and assets, allowing them to amplify the brand effectively. In an era where ecosystems need to foster authentic engagement and clear value exchange, Kaito is facilitating a deeper, more intentional connection between projects and their communities

‍

Conclusion: We're So Back

‍

The State of Ecosystem Growth in 2025 report distills three defining trends shaping the blockchain world: developers as the linchpin of progress, quality communities as the backbone of resilience, and mature marketing as the key to sustainable success. 

‍

These aren’t just observations—they’re a roadmap for anyone in the crypto space, from developers coding the next big thing to investors betting on the future.

‍

Embracing these shifts is essential in today’s competitive landscape. Ecosystems that invest in their developers, nurture engaged communities, and execute strategic marketing will thrive as the industry matures. 

‍

For those ready to act on these insights, resources like Lunar Strategy’s Ecosystem Launchpad Accelerator offer a leg up. With expertise in go-to-market strategies and ecosystem growth, they’re helping networks turn these principles into results.

‍