Winson Liu, global head of Binance Wallet: How do we achieve a fair and authentic reward mechanism?

Original title: Discovery, Access, Rewards, and Superior UX – Here's How Binance Alpha Enhances The Web3 Experience

Compiled: Scof, ChainCatcher

Core points:

• Binance Alpha is redefining how users participate in Web3. It integrates on-chain project discovery and trading functions directly into the Binance exchange, so users can easily participate in Web3 activities without downloading their wallets or paying Gas fees, greatly lowering the threshold.
• Through exclusive token generation activities (TGE) and airdrops, the platform provides users with early participation opportunities for high-quality Web3 projects, which not only rewards, but also sets a new benchmark for the "user-centric" participation model.
• With the introduction of the Alpha Points Points mechanism, Binance Alpha has achieved a more fair distribution of exclusive rights, and has significantly improved user activity and on-chain transaction volume by incentivizing active participation.

On May 19, 2025, Binance Wallet's single-day trading volume soared to an astonishing $5 billion, accounting for 95.3% of the 12 mainstream wallets tracked by Dune Analytics. The main driving force behind this surge is Binance Alpha, an early access discovery platform integrated into Binance wallets and exchanges, empowering users to participate before high-quality Web3 projects are widely released. By participating in exclusive token generation activities (TGE) and airdrops, users are expected to earn considerable returns. This is not only a one-time data surge, but also indicates a deep transformation in the user's participation in the Web3 model.

Seamless connection with decentralized networks

Over the years, a major obstacle to the popularity of Web3 is the “real” or “imagined” complexity of on-chain operations—a cumbersome interface, wallet management, gas fees, and the threshold for unfamiliar ecosystems.

And Binance Alpha is changing all of this. In the 2.0 version update, Alpha directly integrates on-chain project discovery and trading capabilities to the Binance Exchange, greatly reducing operational friction and allowing a wider range of users to access early-stage project opportunities. Now, users do not need to create a wallet separately, but only a few steps to complete on-chain transactions, without worrying about Gas fees or technical barriers. For the first time, ordinary users can easily and confidently explore and participate in the Web3 world in familiar traditional transaction methods.

Winson Liu, global head of Binance Wallet, said the surge in transaction volume represents a change in how users interact with Web3: “Binance Alpha is redefining how users discover early projects and receive actual rewards – we are setting a new standard for Web3 users to prioritize participation.”

Discovery, access and additional incentives

Realizing project discovery and early access before the token is officially launched is one of the core values ​​of Alpha. Since its launch in December 2024, the 18 tokens recommended by Binance Alpha have been successfully listed on Binance spot trading, accounting for 43% of the newly launched tokens during the same period; as of now, about 10% of the tokens exposed on Alpha have been included by Binance. Although not all projects are guaranteed to go public, the "foresight radar" provided by Alpha is still rare in the industry, truly helping users discover potential assets before the project breaks out.

Many projects choose to host their Token Generation Event (TGE) exclusively in Binance Alpha, focusing on its strong liquidity and highly active user engagement. This allows users to prioritize potential early-stage Web3 projects at discounted prices. According to statistics, in the 15 TGEs launched through Binance Alpha in 2025, the average price of participants purchasing tokens was nearly 8 times lower than the first-day closing price, reflecting that the Alpha platform has created significant potential profit space for users in the early stages of the project.

Nevertheless, the "virtuous cycle" brought about by Web3 participation is bringing more value to Alpha users. Binance Alpha also regularly issues airdrop rewards to active users. Since May, the platform has distributed 8 token airdrops to users. Calculated at the first-day closing price, each user has earned an average of about US$1,076 in revenue.

Fair distribution, priority participation

As Binance Alpha exclusive TGE campaign continues to be sought after, the platform introduces a point-based mechanism to ensure a fairer approach to access and give back to real and active users - this is Alpha Points. The points system will comprehensively consider the user's token subscription status, transaction volume, and the balance of supporting assets in Binance wallets and exchanges, and give priority to providing active users with participation.

Alpha Points' calculations are based on a rolling 15-day cycle, which determine whether the user is eligible to participate in TGE and airdrops. In May 2025, the system was further upgraded and a "consumption mechanism" was added: users need to actually "spend" points when confirming participation, making Alpha Points no longer just a static evaluation indicator, but a real "access voucher".

“By rewarding real engagement, we are providing a fairer path to engagement for really committed users, while also enabling Binance Alpha to support more quality Web3 projects,” said Winson Liu, global head of Binance Wallet.

Alpha Points’ effects are immediate and quantifiable. According to Dune data, on April 25, when the points mechanism was launched, the number of active transaction users of Binance Wallet surged from 44,967 to 71,228, an increase of more than 58%, setting a record high of all mainstream wallets. The platform's trading volume also doubled on the day, jumping from US$48.46 million to US$118 million. This significant growth reflects the strong enthusiasm of users, and also lays the foundation for the expansion of the Alpha ecosystem and attracting more high-potential Web3 projects, further enhancing the value of users' participation.

Conclusion

We will continue to expand the Alpha ecosystem, establish partnerships with top Web3 projects, and continuously optimize incentives to drive meaningful user engagement and increase user revenue. Our goal is always to bring users wider opportunities for participation, richer rewards and more practical use value.

Binance Alpha is redefining how people experience Web3. By eliminating various obstacles to traditional chain participation and combining early participation with actual rewards, Alpha makes Web3 intuitive, easy to use, and worthy of every global user’s attempt. It is building a more inclusive, motivating, and friendly Web3 portal. As the plan continues to expand, our core direction has always been clear: empower users, improve accessibility, and make future finance within reach and cannot be ignored. Join Binance Alpha now and embrace this future!