Techcross inc. | Testimonial of 0x Consulting Group Service

“We sometimes clashed over our opinions at first, but along the way, I realized ‘We cannot do this without Nagayama-san!’ You’re truly irreplaceable.”

“CoinMusme,” the Web3 game made in Japan, has cultivated an enthusiastic user community. Without relying on advertising, its official Japanese X (formerly Twitter) account boasts over 24,000 followers and maintains high engagement.

This fervent support is inseparable from the core moderators of the community, known as the “Student Council.”

How was this enthusiastic community born? We delve into its secrets through an interview with the 0xC members who have been involved since the project’s inception.

Summary of this Article:

This article reveals the honest opinions from Mr. Takuya Tsuji, the founder of “CoinMusme.” He expresses his feelings about the value and trust he places in 0xC, especially Daiki Nagayama, 0xC member and the community manager of “CoinMusme Academy.”

Behind the Scene of Community Building: Shaping the Founder’s Vision

• The birth and nurturing of the highly engaged core user community “Student Council,” and the steady, sincere communication that captures fans. The process of conveying the founder’s vision and elevating it into an enthusiastic community.

Creating a Unique and Unreplicable Community

• 0xC’s community manager understands the project’s unique characteristics and fan psychology, fostering an inimitable culture. Prioritizing trust with users and working alongside the project for its success.

Strong Commitment in the Face of Demanding Requirements

• The bonds with users that transformed initial difficulties and even criticism into strength. 0xC worked side-by-side with the founder, sometimes exchanging tough opinions, and fully committed to the project’s success.
  
  
  

Project Overview: “CoinMusme”

Founder: Takuya Tsuji

“CoinMusme”

(Note: Honorifics have been omitted for the interviewer’s & interviewees’ names below.)

The Genesis of the Game Concept

Interviewer(Kawaguchi): How did the concept of CoinMusme, anthropomorphizing cryptocurrency into idols, come about? And why did you choose that particular design?

Tsuji: My extensive experience with “bishojo (beautiful girl) games” has been a major influence. Personally, I have a fondness for attractive female characters and recognize the value of gacha mechanics where appealing girls appear. In past projects, gacha featuring female characters stimulated user spending and proved to be a viable business model.

Based on that experience, my starting point was to create a game specifically focused on beautiful girl characters. Then, I noticed the affinity between the themes of “crypto + pop star idols.” I felt that the “enthusiasm for supporting our faves” aligns well with the crypto world, leading to this combination.

Interviewer(Kawaguchi): As you mentioned in your blog post(*1), it seems there was considerable discussion among the initial members before arriving at the current concept.

Tsuji: The initial idea was closer to a platform where users themselves would issue tokens, with characters attached to them. However, some questions remained unclear, including “Who would use this service?” or “What would the user profile be like?”

So, we shifted our direction to first create compelling content ourselves and build up a fanbase. After about six months of trial and error, we came up with the idea of simply anthropomorphizing famous cryptocurrencies (coins), which ultimately led to “CoinMusme.”

*1: Japanese blog on “note”: “From Startup to Over 10 Billion Yen in Game Sales: Looking Back on 16 Years as an Entrepreneur, Including Overseas Relocation and Business Comeback in a Desperate Situation.“

The Most Conscious Design Element: Simplicity

Interviewer(Kawaguchi): To ensure the success of CoinMusme as a Web3 project, what were the key points you focused on in the early stages? Were there any elements in game design, tokenomics, or community that made you feel, ”This will work!”

Tsuji: There are various aspects, but the most important thing I emphasized was “simplicity.” I believe a project will not succeed unless it is clear ”’who we are delivering to and who we’re making happy.”

Web3 and tokens/DAOs still have many undeveloped areas, and there’s a tendency to gloss over things by saying, “It is still too early for humanity.” That is why it was crucial to avoid ambiguity and create something coherent and logical.

For example, in CoinMusme, we clearly stated, “Tokens are the most important element in the project; All game sales will be returned to the tokens to increase the token value.” Solidifying this core of ‘what the project wants to do’ was the most challenging and crucial part. Once that is established, it is just a matter of how to achieve it.

Interviewer(Kawaguchi): So, you placed the utmost importance on clearly defining and articulating the core of the project, what CoinMusme is, without any ambiguity.

Tsuji: I feel that many projects have an ambiguous “reason for issuing the project tokens.” If you can clearly understand why tokens need to be issued, I think the project is halfway to success.

The Significance of Token Issuance Lies in “Community”

Interviewer(Kawaguchi): What is the “significance of issuing tokens” for CoinMusme?

Tsuji: In a word, “community” is the key. I believe that token projects are essentially communities, bonds, a kind of religion. Bitcoin and Ethereum are supported by the enthusiasm of people who believe in their values. Our token “MSM Coin” is different in scale and nature, but the underlying principle is the same. It might be like different denominations.

Interviewer(Kawaguchi): I feel that your consistent communication from the beginning about “CoinMusme being this kind of project, and tokens being important” was a major point in community building and fan acquisition, not just in Web3.

Tsuji: If the founder does not clearly communicate that, people will never follow the founder. In the case of Web3, sometimes something like a meme, an iconic figure rather than a specific individual like Bitcoin, becomes central. In the case of Ethereum, there can be various interpretations, whether it is Vitalik himself or the concept he advocates, but that “something” becomes the power that attracts everyone.

Interviewer(Kawaguchi): Do you feel that you consistently conveyed the importance of the Discord community of CoinMusme to the members from the time it opened?

Tsuji: Rather than consciously conveying it, it was more of a feeling that we had no choice but to do so. Half of that was like telling myself, “We are going to create something like this.” It was also a promise to myself about the direction we were taking, and at the time, I was actually asking everyone for their opinions, saying, ‘We are thinking in this direction, what do you think?”

Interviewer(Kawaguchi): I also remember you often asked me for my opinions back then.

Tsuji: That is right. Of course, there are still many things I worry about now. But compared to then, the project’s outline has become clearer, we have been able to release the product, and we are blessed with many fans. So I feel like we are definitely moving forward. However, there are still many unknowns, so we want to continue progressing.

How Was “CoinMusme Academy” Born?

Interviewer(Kawaguchi): The “Student Council” is indispensable, especially in the Japanese CoinMusme community. The lively engagement is all thanks to the Student Council. Could you tell us again about its origins?

Tsuji: When we launched the Discord, I posted on my X account, saying “I want to create a blockchain game community unlike any other, the most enjoyable one ever!” Then about 200 people showed their interest.

From among them, about 20 more enthusiastic individuals raised their hands, and through discussions with them, the idea of creating an ‘executive committee’ by appointing a ‘student council president’ within the concept of ‘CoinMusme Academy’ emerged.

That was how the name “Student Council” was decided, and I appointed the student council president from one of the enthusiastic fans, which led to the current form of the community.

Interviewer(Kawaguchi): You held a kind of briefing session about the community concept. I remember over 100 people gathered. You clearly explained what kind of community you were aiming for, and those who resonated with it started to cooperate.

Tsuji: I believe that in the initial stages of community building, the founder has no choice but to step forward and speak in front of the community members. When choosing the initial moderators, even before the name “Student Council” was decided, I interviewed each person individually. Since I myself had no experience with Web3, I actively sent direct messages to many people on X, asking, “Could I have a moment to talk?” It was like conducting user interviews.

Interviewer(Kawaguchi): While many projects recently easily appoint moderators, CoinMusme carefully selected the core members of the community with an almost “hiring” mindset, and I think that dedication led to smooth operation later on.

I learned from CoinMusme that communities tend to grow when you can work with people who have a strong desire to support the project.

The Path to Community Development: Steady Dialogue and Fostering Trust

Interviewer(Kawaguchi): What was your policy for expanding the community leading up to the game’s release?

Tsuji: From that point on, I feel that the efforts of 0xC’s community manager, Nagayama-san, were incredibly significant. He had really dedicated communication with users and community members every day, spending 2-3 hours in voice chat late into the night. I believe that steady communication was the result.

Interviewer(Kawaguchi): I also agree that he has built up the foundation of the current strong user community, including his daily contact with the Student Council members, brainstorming ideas, frequent offline meetings to deepen communication, and careful relationship-building with each individual.

I have also heard members of the Student Council saying, ‘We just come up with ideas, and Nagayama-san makes them happen,” which makes me very happy to know that the community fully trusts him.

Tsuji: Initially, we had some disagreements, but along the way, I came to completely trust Nagayama-san, thinking, “We cannot do this without Nagayama-san!” I know I was very strict with the team members, but he stayed with me, and now I only have gratitude. He is truly irreplaceable.

Nagayama(0xC – Community Manager of CoinMusme): Initially, based on my past experience managing a community of NFT projects, I was overconfident, thinking, “I can do this again in CoinMusme.” However, working with Tsuji-san made me keenly aware of my lack of ability. For about three months, I constantly thought about how I could meet your expectations.

During that time, I talked with the Student Council members late into the night, and the ideal form of “what the CoinMusme community should be” gradually became clear. I realized that I would not be trusted unless I first believed in everyone and acted accordingly. The result of facing them directly is the foundation we have now. I am filled with gratitude for everyone.

Tsuji: The other day, I was talking with someone about how “Web3 products cannot be copied.” Even if CoinMusme becomes a huge success in the future, blockchain games are not something that can be easily imitated.

Many people mistakenly believe that if we just create a format like social games, with gacha, cards, and battles, then anyone can copy it. But that is absolutely impossible because the community cannot be copied.

Even if we create a system exactly like CoinMusme and spend 100 times more money on creative aspects, it will not work without the community. Web3 always has to keep creating from zero to one. I strongly feel that being a copycat will not work.

Reference Article (*Japanese):
Why “CoinMusme,” a Popular Blockchain Game Featuring Anthropomorphized Cryptocurrency Idols, Attracted Media Attention at Tokyo Game Show | 0x Consulting Group | Comprehensive Consulting Firm for Web3 Projects

Turning Setbacks into Strength! The Trials Overcome with 0xC and the Bonds with Users

Interviewer(Kawaguchi): Conversely, have there been any moments where you felt, “This was a failure,” and what did you learn from it? Are there any memorable events that you plan to leverage in the future?

Tsuji: (To Nagayama) Was there anything?

Nagayama: Well… the most memorable thing for me was the New Year’s gacha event. All the characters sold out much faster than expected, and we received various opinions from the users.

When we discussed how to respond afterward, we ended up shifting direction significantly from the initial plan. Rather than a failure, it was an event where I really felt it was good that we properly listened to the users’ voices.

Tsuji: At that time, we had Nagayama-san speak on the Stage Channel of our Discord and provide explanations to our community members. Nearly 200 people gathered on Stage Channel, and it turned to be quite heated discussions. But failures and apology press conferences tend to attract much attention, don’t they? By sincerely addressing it in such a negative situation, I feel we were able to take a step forward as a project.

Interviewer(Kawaguchi): I remember that Nagayama-san strongly suggested, “Tsuji-san, let’s conduct an AMA(Ask Me Anything) tonight! You should go up to the stage and explain the situation directly to our users!”

Tsuji: Through that experience, I may have reaffirmed the importance of the founder stepping forward and speaking in front of our community members.

Nagayama: More than anything, it was the strong voices of the community members supporting us. They strongly encouraged me, saying, “You should definitely speak in the community to explain what happened!” I was convinced it was not just my idea, so I strongly proposed it to Tsuji-san. It was a memorable event that allowed me to reconfirm how much the community supports CoinMusme.

Tsuji: That was a really passionate exchange. Ultimately, I am serious, and the community members are serious too. If there is any calculation involved, it immediately becomes uninspiring. Maybe adults do not necessarily have to be this serious about something. I am involved as a business, but many of the community members are not. In a way, this is “serious play.” But it is interesting because we are serious, and the bonds and conversations that arise are incredibly deep.

Interviewer(Kawaguchi): Because we are serious, there is also friction, but without such friction, no passions will emerge. There is a kind of passion that can only be gained through experience.

Commitment Felt Through Working with 0xC

Interviewer(Kawaguchi): Through working with us, how do you feel about our company, 0xC?

Tsuji: To be honest with you, I had some doubts about you at first, thinking, ‘Will they be okay?’ But now I think your team did a really great job. In the Web3 industry, there are many vendors working only based on their “hypes” or “vibes.” However, I feel that 0xC is one of the few reliable companies. We have worked with several companies so far, but now only a handful of them work with us from the beginning, and 0xC is one of them.

Also, the most important thing is “commitment.” I think of “CoinMusme Academy” as something I created, but it was Nagayama-san who nurtured it from there. I created it, and he raised it. I am really glad we entrusted that to 0xC.

Interviewer(Kawaguchi): Thank you very much. Finally, is there anything you would like to say to the readers and users?

Tsuji: Frankly, no matter whether CoinMusme succeeds or fails, it might be a small thing in the grand scheme of the world. But I want to make this a success no matter what. That is because the thoughts of so many people who have been involved – the investors, the community members, the project team – are tied to this.

That is why I sincerely hope for its success, and I think such a feeling resonates with everyone.

Reference Article (*Japanese):
https://note.com/zerox_c/n/neaf5229b5178

Interview Summary

We value consulting as a “reliable partner” who resonates with the founders’ passion, works alongside them, and sometimes confronts harsh realities together.

Mr. Tsuji’s words, “It became a community that cannot be copied,” and “I am glad I entrusted it to 0xC,” are proof that our most valued principles – “trust-based relationships with clients” and “commitment to results” – have come to fruition, and there is no greater joy for us.

When trying to create new value in the unknown realm of Web3, you may face many challenges and difficulties. You might be struggling with some questions, “How can we build an enthusiastic community?” or “How can we convey the ‘essence’ of our project to users?”

If you are currently facing challenges in your Web3 business, community strategy, or growth strategy, please do not hesitate to contact us and let us know – We would like to discuss with you and tackle the challenges you are facing together.