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Shots Fired in New OKX Ad Campaign

Web3 & Enterprise·May 11, 2023, 12:49 AM

Global crypto spot and derivatives exchange OKX has launched a daring ad campaign that sets US-based rival exchange Coinbase firmly in its cross hairs.

The formerly Chinese and now Seychelles-based exchange has pushed out a global ad campaign along the following theme: “The system doesn’t need an upgrade; it needs a rewrite.” The ads were launched on Tuesday, pointing out the ills of the traditional, centralized financial system.

Photo by Merakist on Unsplash

 

Crypto exchange rivalry

The advert doesn’t explicitly call out its rival, Coinbase. However, it is nuanced in taking a subtle dig at the US-based exchange. Exactly two months prior, on March 9, Coinbase released its own ad campaign. Coinbase claimed in its ad that “it’s time to update the system,” with OKX’s subsequent commercial having been carefully worded to poke fun at the Coinbase commercial.

With a number of high profile epic failures of crypto businesses over the past twelve months, including the fall of FTX, the remaining exchanges in the business have been tripping over themselves in an effort to convince the alternative asset-investing public that theirs is the safest platform upon which they can securely trade.

In its sixty second commercial, OKX poses the question “why don’t we change everything?”, set up by its claim that the conventional finance system is broken.

 

The last of the big spenders

There’s been a notable change of strategy in the marketing activities of crypto businesses since the height of the last crypto bull run. Gone are the marketing excesses exemplified most by the now bankrupt FTX exchange.

FTX demonstrated itself to be a profligate spender on all manner and means of marketing, particularly during 2021 and 2022. It paid Wall Street investor and Shark Tank star Kevin O’Leary $15 million to be a spokesperson for the company. Similar deals were struck with a range of celebrities including former NBA star Shaquille O’Neal, NFL stars such as former New England Patriots quarterback, Tom Brady, and a host of others.

At the height of its marketing opulence, the fraudulently run firm signed a $135 million sponsorship deal that provided it with the naming rights to the home stadium of the NBA’s Miami Heat. 2022's Super Bowl, one of the world’s largest single marketing opportunities, saw FTX and others pay out big on advertising spend.

By contrast, this year’s Super Bowl was almost a complete washout as far as crypto business participation was concerned. Meanwhile, all of the celebrities that featured in FTX’s marketing activities have found themselves the subject of multi-million dollar class action lawsuits filed by FTX creditors.

 

A more sobering marketing strategy

Despite the reputational damage that crypto has suffered due to these high profile failures, firms like OKX and Coinbase have continued to maintain a responsible level of advertising and marketing activity.

That’s best exemplified by OKX’s ongoing marketing relationships with McLaren’s Formula One racing team and Manchester City Football Club. In March, US-based crypto exchange Kraken announced a marketing partnership with the Williams Formula One racing team.

Crypto.com is probably the only crypto firm that spent excessively during the last bull run yet has continued to maintain a relatively high level of marketing activity. Much of that may have been due to commitments it had made during a more buoyant market. Notwithstanding that, the firm did fall foul of the UK advertising regulator, who banned its NFT promotion in December 2022.

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Policy & Regulation·

Mar 07, 2025

Ongoing access to crypto market in Russia despite sanctions

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Web3 & Enterprise·

Oct 25, 2023

Bitget Introduces Innovative MPC Wallet for Enhanced Security

Bitget Introduces Innovative MPC Wallet for Enhanced SecurityBitget, the Seychelles-registered crypto derivatives platform, has unveiled a cutting-edge security and key management feature that could potentially be a game changer in terms of the way users safeguard their assets.Photo by Shubham’s Web3 on UnsplashIntroducing Multi-Party Computation (MPC)As confirmed via a press release on Tuesday, the Bitget team has introduced the Multi-Party Computation (MPC) wallet service to its Bitget Wallet, a relatively new solution in the realm of cryptocurrency security. This development comes on the heels of the launch of the account abstraction wallet service powered by the Ethereum scaling protocol Starknet in July.The introduction of the MPC wallet could well be a paradigm shift relative to crypto security as it leverages a distributed key generation mechanism, distributing multiple key shares to various locations under the control of different parties. This approach introduces a robust process, demanding that the owners of these distributed private key shares collectively sign and authorize transactions.Notably, the MPC wallet shatters the conventional industry practice of relying on users to store or memorize mnemonic phrases and private keys. In a departure from the current norm, this wallet streamlines the user experience by eliminating the need for mnemonics and instead implementing a password-based authentication method provided by Bitget, effectively eliminating the reliance on a single-point private key.Unlocking MPC technologyBitget’s vision with the MPC wallet is to deliver a user experience reminiscent of traditional Web2 products and services. From a technical standpoint, the MPC wallet is rooted in a threshold signature scheme, employing secure large prime numbers to underpin its security architecture.This consumer-oriented development mandates a minimum number for signature authorization, requiring two-thirds of the total key shares to complete the signature necessary for authorizing a transaction. Notably, the final key share finds secure refuge on a backup cloud server, contributing to a highly decentralized and secure ecosystem.Moreover, the MPC wallet offers a robust sharing mechanism that automatically invalidates key shares on older devices when new devices are integrated. This innovative feature substantially mitigates the risk of key shares being compromised on outdated or forgotten devices, reinforcing user confidence and security.Trending towards crypto self-custodyBitget’s introduction of the MPC wallet underscores the growing significance of self-custody in the cryptocurrency space. In the wake of high-profile failures and security breaches on centralized exchanges, such as FTX, self-custody has emerged as a paramount consideration for cryptocurrency enthusiasts and investors.As a testament to this trend, in March 2023, Ledger, a prominent hardware wallet manufacturer, secured $109 million in funding to bolster hardware production and develop novel products, underlining the increasing demand for secure and user-centric solutions in the crypto world.Bitget Wallet is a rebrand of the wallet produced by BitKeep, a Singapore-based project which Bitget acquired earlier this year. The crypto platform has been working on various initiatives that go some way towards reassuring customers. It had previously introduced proof of reserves reporting. While this system doesn’t provide the whole picture, proof of reserves does go some way in reassuring customers that their funds are still held by the platform and not loaned out or otherwise removed from the platform.

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Policy & Regulation·

Aug 23, 2023

Indian Crypto Exchange CoinDCX Implements Workforce Reduction

Indian Crypto Exchange CoinDCX Implements Workforce ReductionIndian cryptocurrency exchange CoinDCX has recently taken the step of reducing its workforce by approximately 12%.The strategic move was announced by way of a statement from CoinDCX founders Sumit Gupta and Neeraj Khandelwal, published to the firm’s website on Tuesday. The cutback is being made in response to the prolonged bear market and the consequences of India’s Tax Deducted at Source (TDS) policy on domestic exchanges.Photo by Hardik Joshi on UnsplashMacroeconomic and crypto market headwindsGupta and Khandelwal described the decision that they’ve taken as being challenging, although they outlined that it was taken with a view toward steering the business to profitability and sustainability amidst trying macroeconomic conditions in the crypto sector.The company has encountered significant headwinds due to the overall tough conditions in the crypto market. These challenges have resulted in decreased trading volumes and revenues for CoinDCX. In light of these circumstances, the company has determined that resizing specific teams within the organization is necessary in order to secure the viability and long-term growth of the operation.71 jobs cutApproximately 71 employees are being affected by the workforce reduction, out of CoinDCX’s total workforce of around 590 based in Mumbai. To mitigate the impact on these employees, the company has implemented a support package aimed at providing comprehensive assistance during this transition.This package includes severance pay equivalent to the full notice period, an extra month of salary, compensation for variable pay and incentives, encashment of unused leave days, extension of health insurance and wellness benefits, and access to counseling support.In spite of the necessity for workforce reduction, CoinDCX’s outlook on the Indian market remains optimistic. The company remains steadfast in its commitment to driving crypto and Web3 adoption to a target of 50 million individuals by 2025.No further reduction plansThe founders emphasized that this reduction is a unique, targeted action and that they have no further plans for team reductions. They claim to have engaged in thorough discussions with senior leaders within the company to ascertain the best path forward, with a commitment to overcoming challenges and reinforcing the company’s foundation.In spite of this setback CoinDCX maintains that its vision is intact, encompassing a presence not only in the Indian market but also further afield.Industry trendCoinDCX’s current struggle has been mirrored by a plethora of leading crypto exchanges over the course of recent months. In July, it emerged that Seychelles-based Kucoin was cutting jobs although the firm’s CEO asserted that it wasn’t a layoff plan and more so a reevaluation of the organization’s structure.Earlier that month, Thai digital asset exchange Bitkub cut its headcount in an effort to manage costs during this period of challenging market conditions. Recently, leading global crypto exchange Binance announced one thousand job losses while stating that more jobs may be cut in the future.The decision made by CoinDCX underscores the broader struggles that startups and businesses within the crypto space face. With the bear market’s impact and regulatory pressures, companies are being compelled to make difficult choices in pursuit of long-term sustainability.

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