Market Research

Bonuz is made to interact in multiple markets.

bonuz operates at the intersection of multiple massive, growing markets. Unlike single-vertical products, bonuz's infrastructure model means it doesn't compete in one market — it provides the engagement layer across all of them. This section maps the opportunity.

The Web3 Adoption Gap

Web3 is the evolution of the internet. But almost no one can use it yet.

6 billion people are online. Only 40–70 million are active on-chain users. That's roughly 1% of the internet population. The other 99% are stuck: wallets are confusing, identity is fragmented, and ownership feels like speculation rather than daily life.

According to the a16z crypto State of Crypto 2025 report, there are an estimated 40–70 million monthly active crypto users globally — an increase of approximately 10 million over the previous year. But this is a fraction of the estimated 716 million people who own crypto. The gap between passive holders (people who bought crypto but don't transact on-chain) and active users represents the single largest opportunity in Web3: converting existing holders into active participants, and converting the remaining 5+ billion internet users into their first on-chain experience.

Mobile wallet users hit all-time highs in 2025, up 20% year-over-year. Blockchain throughput now exceeds 3,400 transactions per second — comparable to major financial markets. Transaction costs on Layer 2 networks have dropped from ~$24 in 2021 to less than one cent today. The infrastructure is ready. What's missing is the human layer — the identity, engagement, and onboarding infrastructure that makes blockchain invisible and useful.

This is exactly what bonuz builds. Sub-45-second onboarding via social login. Gas-sponsored engagement transactions. A self-custodial wallet that feels like a normal app. Portable on-chain identity that works across every brand and context. bonuz doesn't ask users to understand blockchain. It gives them reasons to use it — loyalty cards, event tickets, memberships, vouchers, certificates — and handles the rest invisibly.

Available in 22 languages. bonuz supports all major global languages out of the box — making it accessible to the vast majority of those 6 billion internet users in their native language. This matters because Web3 adoption isn't just a technology problem, it's a language and accessibility problem. Most wallets and blockchain tools are English-first (often English-only), which immediately excludes billions of potential users. bonuz is built for local use cases, local talent, and local communities worldwide. A restaurant owner in São Paulo, a fitness creator in Jakarta, a university in Riyadh, and an event organizer in Seoul can all deploy bonuz in the language their audience speaks.

This is a deliberate design philosophy, not a feature checkbox. bonuz believes that self-sovereignty is a human right — the right to own your identity, your data, your engagement history, and your digital relationships. That right shouldn't depend on speaking English, understanding cryptography, or having technical expertise. Every person should be one click away from self-custody. bonuz is built to make that real for everyone, everywhere.

Sources: a16z crypto, "State of Crypto 2025" (October 2025); Dune Analytics & Addressable, "The State of Wallets 2025"

The Markets bonuz Serves

bonuz is not a wallet company, not a ticketing company, not a loyalty company, and not an identity company. It is engagement infrastructure that serves all of these markets simultaneously through its B2B2C model. Each brand that joins bonuz activates one or more of these market verticals.

Self-Custodial Wallets & On-Chain Identity

The broader digital identity market is projected to grow from approximately $51–64 billion in 2025 to $80–146 billion by 2030, driven by government-mandated identity wallets (the EU Digital Identity Wallet is expected to launch across all member states by 2026), tightening KYC/AML regulations, and the shift toward self-sovereign identity models.

The decentralized identity subsegment specifically — encompassing self-sovereign identity (SSI), verifiable credentials, and blockchain-based identity — is estimated at $3–6 billion in 2025, with projections ranging from $10 billion to over $100 billion by 2030–2035, depending on the pace of regulatory adoption and enterprise integration. The variance in estimates reflects how early this market is — and how explosive its growth trajectory could be.

Where bonuz fits: bonuz ID Protocol is a portable, permissioned, on-chain identity layer. Every user who onboards through any bonuz-powered brand gets a bonuz ID — a verifiable digital identity that aggregates social accounts, engagement history, and on-chain activity. This is not theoretical SSI research. It is a live, deployed identity system with real users, powering real engagement across real brands.

Sources: Juniper Research, "Digital Identity Market Forecast" (October 2025); GM Insights, "Decentralized Identity Market Report" (2025); Mordor Intelligence, "Digital Identity Market" (2025)

Loyalty & Engagement Programs

The global loyalty management market is valued at approximately $13–15 billion in 2025 and is projected to reach $20–41 billion by 2030–2032, depending on scope definition. Growth is driven by rising customer acquisition costs, the shift toward retention economics, demand for personalized engagement, and the migration from legacy point systems to cloud-native, AI-enabled platforms.

Current loyalty infrastructure is fragmented and siloed. A customer's loyalty status at one brand is invisible to every other brand. Points are trapped in closed systems. There is no portability, no composability, and no verifiable engagement history that travels with the user.

Where bonuz fits: bonuz replaces siloed loyalty databases with on-chain engagement assets (DNFTs) that are portable, verifiable, and owned by the user. A loyalty punchcard issued by a restaurant, a membership tier earned at a gym, and an attendance streak at a concert venue all live in the same wallet, under the same identity, composable across the same ecosystem. This is what loyalty management looks like when built on open infrastructure instead of closed databases.

Sources: Grand View Research, "Loyalty Management Market Report" (2025); MarketsandMarkets, "Loyalty Management Market Forecast" (2025); Mordor Intelligence, "Loyalty Management Market" (2025)

Event Ticketing

The global online event ticketing market is estimated at $53–85 billion in 2025 and is projected to reach $89–105 billion by 2030. Growth is driven by mobile-first purchasing (58%+ of transactions), the expansion of live music and sports events post-COVID, and increasing demand for dynamic pricing, fraud prevention, and contactless entry.

Ticket fraud, scalping, and counterfeiting remain systemic problems. Secondary markets inflate prices while original artists and venues lose control of their inventory. Existing solutions address symptoms (CAPTCHA, device fingerprinting) without solving the root cause: tickets exist as copyable database entries rather than verifiable, single-owner assets.

Where bonuz fits: bonuz Tickets & Access Passes are on-chain DNFTs with single-owner verification, anti-scalping protections, and post-event engagement (the ticket becomes a collectible Proof of Participation). Tickets can be combined with loyalty programs, quest campaigns, and membership gating — all through the same infrastructure. A festival can issue tickets, verify attendance, reward returning visitors, and build a membership community, all from one dashboard.

Sources: Grand View Research, "Online Event Ticketing Market Report" (2025); Mordor Intelligence, "Online Event Ticketing Market" (2025); Research and Markets, "Online Event Ticketing Forecast" (2025)

Creator Economy

The global creator economy is valued at approximately $200–250 billion in 2025, with projections reaching $480 billion by 2027 (Goldman Sachs) and potentially exceeding $1 trillion by the early 2030s. There are over 207 million content creators worldwide. The market is growing at 20–25% CAGR, driven by direct-to-fan monetization, brand sponsorship spending, and the expansion of creator tools across video, audio, education, and commerce.

Despite this growth, the fundamental problem remains unsolved: creators don't own their audience. A creator with 500,000 followers on Instagram can reach maybe 5% of them organically. If the algorithm changes, that drops to 2%. If the platform disappears, the audience is gone. Revenue is dictated by platform policy, not by the value the creator delivers.

Where bonuz fits: Creator subscriptions on bonuz give creators owned, portable, on-chain relationships with their fans. The subscription is a DNFT or token in the fan's wallet — not a row in a platform's database. Social Continuity means the creator's subscriber list is anchored to the bonuz graph, not locked to any single platform. Creators get access to the full engagement toolkit: memberships, gated content, tickets, quests, vouchers, certificates, and community governance.

Sources: Goldman Sachs, "The Creator Economy Could Approach Half-a-Trillion Dollars by 2027" (2023); Grand View Research, "Creator Economy Market Report" (2025); SNS Insider, "Creator Economy Market Forecast" (2025)

Certificates, Credentials & Education

The global digital credentialing market intersects with the broader $400+ billion education technology sector and the growing demand for verifiable professional credentials. As traditional degrees face scrutiny on cost-to-value ratio, micro-credentials, professional certificates, and skills-based hiring are accelerating demand for verifiable, portable, tamper-proof credential systems.

Where bonuz fits: Education NFT Certificates and Certificates & Badges on bonuz are verifiable on-chain credentials issued through the Engagement Protocol. Universities, online course providers, corporate training programs, and professional organizations can issue certificates that are permanent, portable, and instantly verifiable by any employer or institution — no PDF, no email verification, no third-party database lookup. The credential lives in the recipient's bonuz Lifestyle Wallet and is anchored to their bonuz ID.

Vouchers, Coupons & Promotions

The global digital coupon market is projected to grow significantly through 2030, driven by e-commerce growth and personalized marketing. Current coupon and voucher systems suffer from fraud (duplication, multi-use abuse), lack of tracking, and zero portability between brands.

Where bonuz fits: bonuz Voucher DNFTs are single-owner, single-use (or controlled multi-use), on-chain assets with built-in anti-fraud protections. Brands issue vouchers through the dashboard, users claim them via QR scan or quest completion, and redemption is recorded permanently on-chain. No duplication, no screenshot sharing, no ambiguity about whether a voucher was used.

The Combined Opportunity

Here is why bonuz's infrastructure model matters for market sizing: bonuz doesn't need to capture an entire vertical. It captures a slice of every vertical it touches.

Every restaurant that deploys bonuz loyalty generates protocol activity in the loyalty market. Every event that issues bonuz tickets generates activity in the ticketing market. Every creator who launches subscriptions generates activity in the creator economy. Every university that issues certificates generates activity in the credentialing market. Every brand that onboards users generates activity in the identity market.

The markets bonuz touches — loyalty, ticketing, creator economy, digital identity, credentials, vouchers, memberships — represent a combined addressable market measured in the hundreds of billions today, trending toward trillions by 2030. bonuz doesn't need to win any single market. It needs to be the infrastructure layer that serves across all of them.

This is the advantage of being the Human Layer between blockchains and people: the total addressable market is not one industry — it is every industry that has audiences, engagements, and relationships worth verifying.

Why Now

Several converging trends make this the right moment for bonuz's model.

Infrastructure is finally ready. Blockchain throughput exceeds 3,400 TPS. L2 transaction costs are below one cent. The technical barriers that prevented consumer-grade on-chain experiences are gone.

Regulation is shifting toward digital identity. The EU mandates digital identity wallets for all member states by 2026. Governments from Saudi Arabia to India are deploying national digital ID platforms. The world is moving toward verifiable digital identity whether or not Web3 drives it — bonuz is positioned at this intersection.

Web2 platforms are losing creator and brand trust. Algorithm changes, reach throttling, deplatforming risk, and 30% revenue cuts are pushing creators and brands toward owned infrastructure. The demand for portable, owned audience relationships has never been higher.

Enterprise interest in on-chain engagement is real. Major brands have moved past the "NFT experiment" phase and are now evaluating blockchain-based loyalty, ticketing, and credentialing for operational reasons: fraud reduction, data ownership, and cross-brand composability.

The wallet adoption gap is the opportunity. 716 million people own crypto but don't transact on-chain. Billions more have never interacted with blockchain at all. bonuz's onboarding model — social login, gas-sponsored transactions, invisible blockchain — is designed specifically to bridge this gap at scale.

Competitive Landscape

bonuz does not fit neatly into any single competitive category because it spans multiple verticals with unified infrastructure. Traditional competitors are siloed: loyalty platforms don't do ticketing, ticketing platforms don't do identity, identity platforms don't do engagement, and none of them are on-chain.

Against loyalty platforms (Salesforce Loyalty, Comarch, Antavo): bonuz offers on-chain portability and composability that closed SaaS loyalty systems cannot. A bonuz loyalty card is owned by the user and composable with tickets, memberships, and vouchers across brands.

Against ticketing platforms (Ticketmaster, Eventbrite): bonuz offers single-owner anti-fraud protection, post-event engagement (PoP collectibles), and seamless integration with loyalty, quests, and memberships — functionality that standalone ticketing platforms require multiple vendors to replicate.

Against creator platforms (Patreon, Ko-fi, OnlyFans): bonuz offers owned audience relationships via on-chain identity and Social Continuity. Creators on bonuz don't rent access to their fans from a platform — they own the relationship, portable across any future context.

Against Web3 identity solutions (Worldcoin, Civic, Spruce): bonuz ID is not a standalone identity product seeking adoption. It is embedded in a live engagement ecosystem — every user who scans a QR code, claims a voucher, or attends an event gets a bonuz ID as part of the experience. Identity adoption is a byproduct of engagement, not a separate onboarding challenge.

Against Web3 engagement platforms (Galxe, Layer3, Zealy): bonuz operates both on-chain and off-chain, serves brands and enterprises (not just crypto-native projects), and offers a full B2B2C toolkit beyond quest-based campaigns. bonuz's engagement infrastructure includes loyalty, ticketing, memberships, certificates, vouchers, and white-label deployments — a breadth that quest-only platforms do not match.

The structural advantage is integration. bonuz is one platform where identity, wallet, engagement protocol, and all DNFT types work together. Competitors would need to stitch together five to ten separate vendors to approximate what bonuz provides as a unified infrastructure.

Note: The competitor analysis SocialFi comparison table from the previous version of this page has been removed as it referenced platforms and categories from the 2022–2023 SocialFi era that are no longer representative of bonuz's current positioning and competitive landscape. An updated competitive comparison will be added in a future revision.