From the desert to the racetrack: How can exchanges make their presence felt in TOKEN2049?

The upcoming Token2049 Dubai Station from April 30 to May 1 is expected to attract 15,000 attendees, covering more than 4,000 companies from more than 160 countries, of which more than 70% of the attendees are C-level executives.

In addition, there will be more than 500 peripheral activities held in various parts of Dubai, including hackathons, social gatherings, industry roundtables, etc. On this highly focused international stage, major exchanges have also increased their brand investment to compete for global attention, presenting an unprecedented "brand involution" phenomenon

Inventory of brand "involution": What are the exchanges rolling up?

Sponsorship level competition: such as BloFin upgraded to platinum sponsor, showing its emphasis on brand building;

Side Event competition: holding luxury parties, KOL dinners, desert events, etc., to compete for industry attention;

Peripherals and gifts: customized souvenirs, NFTs, limited edition peripherals, etc., to enhance brand memory points;

Social media exposure: expand brand influence through live broadcasts, short videos, KOL cooperation, etc.

Comparison of brand strategies of different exchanges

Mid-tier exchanges adopt more creative and interactive activities to attract young user groups

Gate.io is celebrating its 12th anniversary, and the brand will hold a celebration on April 30. The event will feature two high-quality roundtable discussions, which will focus on the two major themes of "The driving force of the next bull market" and "The true value of Web3 projects". In addition, the event also specially set up a "fireside chat" session, inviting industry heavyweights to have an open and in-depth dialogue to explore opportunities and future directions in market changes.

The day before, Gate.io will also hold the SPORT3 DUBAI 2025 Sports Carnival, which aims to promote cross-border exchanges and cooperation in the Web3 industry through a relaxed and active sports scene.

Head exchanges tend to hold large-scale official events to emphasize their industry leadership

Binance, as the title sponsor of Token2049 Dubai Station, once again launched the popular "Binance Clubhouse". The space features collaboration areas, interactive exhibition areas, and relaxation areas, aiming to provide attendees with an immersive experience that combines communication, learning, and entertainment. Binance CEO Richard Teng will speak at the conference and will appear on the Binance Clubhouse with other Binance executives and special guests.

OKX will participate in the discussion session of the conference at this Dubai event, including its founder Star Xu, Chief Marketing Officer Haider Rafique, and MENA CEO Rifad Mahasneh.

Future trends in brand competition: from "volume" to "fine", pursuing high-quality brand events

In the past, exchanges attracted attention by holding large-scale events, but this "volume" approach has gradually been replaced by a "fine" strategy. Gate.io's 12th anniversary celebration showcases the brand strategy of shifting from "scale competition" to "quality experience". Unlike the previous practice of focusing on traffic and booth size, Gate.io's event this time emphasizes in-depth communication and ecological cooperation.