In an exclusive interview with Invezz, Bitget Wallet’s Chief Marketing Officer, Jamie Elkaleh, explores how the company’s recent collaboration with Spindl and Base could change the way Web3 usage is assessed.
Moving beyond standard measures such as downloads and transaction counts, Elkaleh describes how this trial intends to reveal true on-chain user behaviours, providing fresh insights into discovery, engagement, and project growth across worldwide markets.
Here are the excerpts from the interview:
Metrics and results from Spindl
Invezz: Measuring results: What specific metrics do you expect to gather from the pilot with Spindl, and how do these differ from traditional Web3 adoption indicators?
What’s exciting about this pilot is that, for the first time, we can look beyond surface-level metrics like downloads or transaction counts.
With Spindl, we’re trying to understand who our users are on-chain — not their identities, but their behavioural patterns.
We’ll be able to map wallet addresses to different types of activity, see how they discover projects, what they interact with first, and how that changes over time.
It’s less about raw numbers and more about understanding real user journeys in Web3, something traditional adoption metrics just don’t capture.
Regional expansion
Invezz: The release mentions a focus on Asia—what particular markets in the region are you prioritising, and how do user behaviors there differ from those in other regions?
This partnership aligns with Spindl and Base’s broader expansion strategy in Asia, where on-chain adoption is accelerating.
But from Bitget Wallet’s side, our focus is truly global — we now serve over 80 million users worldwide, with strong user growth in regions like Africa, Europe, and Latin America alongside Asia.
What’s unique about this pilot is that it gives us the chance to observe how users discover and engage with projects in very different contexts.
That said, the integration is still very new, so we don’t yet have enough comparative data across regions. Over time, we hope these insights will help us better tailor how discovery and attribution work for users everywhere, not just in one geography.
Invezz: How might this attribution model change the way smaller or emerging projects compete for visibility within Bitget Wallet?
For smaller or emerging projects, attribution really levels the playing field. Instead of guessing which campaign worked, they can see, in a privacy-safe way, which channels led to actual on-chain actions.
It helps projects spend smarter and build more direct relationships with users, which is crucial in a crowded ecosystem like Web3.
Base integration and privacy
Invezz: Since Spindl is now part of Base, are there already concrete plans for deeper technical integrations beyond this pilot, such as identity solutions or interoperability tools across ecosystems?
Spindl is now part of Base, so this partnership naturally creates a bridge for future collaboration. Right now, we’re focused on getting the fundamentals right, consistent event standards and comparable metrics across projects.
But we do see potential down the line for deeper integrations, whether that’s around interoperability, data portability, or shared attribution frameworks that work across ecosystems.
Invezz: What safeguards are in place to ensure that this type of user attribution does not compromise privacy, given the emphasis on on-chain traceability?
We’re taking a very privacy-first approach here. Everything we measure is tied to pseudonymous wallet activity, which means there’s no personal data involved.
What makes Spindl’s model strong is that it uses on-chain transparency to verify outcomes, not to expose users. Users should still feel fully in control while projects get better insights into what’s actually working.
Business impact
Invezz: Do you anticipate this new approach to attribution and discovery becoming a monetisation channel for Bitget Wallet, or will it primarily serve as an added value for users at no direct cost?
For now, this isn’t about monetisation at all. We see attribution as a way to add value — helping users find quality projects and helping projects reach the right users more efficiently.
There’s no direct cost to users, and no plans to turn it into an ad channel. It’s more about improving the overall discovery experience and making Web3 growth measurable in a healthy way.
The post Interview: “for the first time, we can truly understand real user journeys in Web3” says Jamie Elkaleh of Bitget Wallet appeared first on Invezz
