Interview with Martin Masser, Head of Growth at TON: On TMAs, Stickers, and TON’s Path to Mass Adoption

As Head of Growth at the TON Foundation, Martin Masser is on a mission to bring crypto to the masses—without users even realizing they’re using it. A longtime Telegram user and early TON advocate from his STON.fi days, Martin now leads one of the most ambitious adoption pushes in Web3. From gifting NFTs and sports-themed stickers to rolling out Telegram Mini Apps (TMAs), he’s helping transform TON into the most user-friendly blockchain ecosystem on the planet. In this exclusive interview, Martin shares what drew him to TON, how he defines success, and why the next era of crypto is hiding in plain sight—inside your favorite messaging app.

Q1. You’ve been a key figure in TON’s ecosystem for years — what originally drew you to TON, and how has your vision for it evolved since your STON.fi days?

“I’ve been on Telegram since 2016, but only heard about TON through a Market Maker friend. What got me hooked was the idea of solving crypto’s biggest problem — that onboarding is still way too hard for most people — inside an app that everyone’s already using. Back then, TON felt like a hidden gem. It was still largely unknown, yet the potential was there for something truly mainstream. Now we’re seeing that potential start to unfold, especially with things like gifts and stickers. I’ve been onboarding people through those — it’s simple, fun, and working.

“Since stepping away from STON.fi, the ecosystem has continued to evolve. New narratives like gifts and stickers are emerging—and they’re not just fun features, they’re onboarding tools. I’ve seen firsthand how gifting through Telegram can be a gateway for new users. We’re starting to see third-party marketplaces pop up around these mechanics, and that’s a signal: we’re just getting started.”

Q2. As Head of Growth, how do you define “success” for TON’s adoption over the next 12–18 months?

“TON is uniquely positioned at the intersection of crypto and mainstream culture. My role is to make sure we turn that potential into impact. For me, success comes down to three key things:

“First, I want to bring consumer brands onchain— especially in sports. Sports teams have emotional, lifelong relationships with their fans. TON can help deepen that bond with real utility: NFTs, digital merch, gamified fan experiences. I want to see us powering those type of connections .

“Second is stickiness. It’s not enough to have someone make a one-time token swap. I want users interacting with TON-powered apps daily, just like they use their favorite social or finance apps.

“And the third is relationships within the ecosystem. Too many projects are being built in silos. I see myself as TON’s “router” — connecting the dots, helping teams discover each other, solve challenges, and collaborate to build better.”

Q3. Telegram Mini Apps (TMAs) are central to your strategy. What unique advantages do TMAs offer over standalone dApps, and how will you measure their impact?

“TMAs flip the script on traditional crypto apps. You don’t need to download anything, you just tap and go. That alone removes a massive barrier to entry.

“They also feel inherently social because you can share links, refer friends, or just drop into group conversations. And you can do all of this without leaving Telegram. Combine that with a seamless crypto wallet connection and you’ve got something really powerful.

“You can even pin a TMA to your phone’s home screen, so it behaves like a native app, but with all the benefits of being inside Telegram.

“When it comes to measuring impact, we’ll look at how often users return. Is this something you’re opening daily? Are you coming back because it’s useful, fun, or rewarding? Long-term, we want developers to think “Telegram-first,” and design experiences that start here, even before thinking about building for Android or iOS.”

Q4. What are the biggest hurdles in onboarding mainstream Telegram users onto TON, and what tactics will you deploy to overcome them?

“I think awareness is the first hurdle. We need to make more people aware of TON before we can build affinity with the brand. Then it’s about making everything simpler. For example, building DeFi products that are one-click instead of 10 confusing steps. We also need to bring more of what’s already built to the surface. There’s great stuff in the ecosystem, but it’s a little hard to find right now.”

Q5. You’ve spoken about stickers, NFTs, and RWAs. Which category do you see hitting critical mass first on TON, and why?

“Gifts and stickers are already starting to pop, and under the hood they’re NFTs. But more importantly, they’re relatable. They let users express, share, and collect in a way that feels natural to how we already use Telegram.

“As a big football and sports fan, I see a huge opportunity here. Digital memorabilia — club-themed stickers, animated gifts, exclusive drops — can become part of fan identity. Imagine being able to flex your loyalty to your club inside every Telegram conversation.

“If the biggest teams get behind this, the scale could be enormous. Fans already want this stuff, they just don’t know yet that it can live on-chain.”

Q6. For content creators and channel owners, what new monetization models will TON introduce to incentivize participation?

“Monetization has always been a pain point for creators, but with TON and Telegram it’s starting to change. We’re now seeing creators experiment with tips directly on posts, or gating private groups behind a token or NFT. That’s already a huge step forward from traditional models.

“I think there’s also room for collaborative stickers and referrals, where creators co-launch digital assets with their audience. These models don’t just generate income, they build tighter fan communities. It’s early days yet, but the playbook is forming, and we’re just beginning to see what’s possible.”

Q7. What tooling or incentive programs are you most excited to roll out for developers building on TON?

“I think the most important thing is building stronger relationships with developers. And that means better documentation, more resources, and a more collaborative environment where teams can learn from one another. We don’t want people building in isolation.

“We’re also ramping up dev-focused events to bring talent together in real time. Whether it’s hackathons, meetups, or grants, we want devs to feel like TON is a platform that truly supports and listens to them.”

Q8. Can you share any early indicators or pilot results that give you confidence in your growth roadmap?

“The momentum around gifts and stickers has been massive.  Around 55% of the wallets engaging with these experiences have been created just this year. That’s a huge indicator of real usage, not just speculation. Volume and user growth are spiking across the board. This isn’t just a trend. It’s a signal that people want engaging, social, collectible experiences. And they’re choosing TON to power them.”

Q9. Looking ahead 3–5 years, what does a truly “mass-adopted” TON ecosystem look like in your mind?

“I think it looks something like this: You’re using a Telegram Mini App the same way you use your banking, shopping, or ride-hailing app — without even thinking about the fact that it’s Web3. The tech is all in the background. Users aren’t “using crypto”, they’re just sending a gift, unlocking a membership, joining a fan club, or making a quick payment. And it’s all happening inside Telegram, with TON running quietly under the hood. I think that’s what real mass adoption looks like.”

Q10. If you could wave a magic wand and solve one major industry challenge for TON right now, what would it be—and how quickly could you mobilize around it?

“I’d eliminate the myth that crypto is too hard to use. Because once users realise how seamless it can be, especially inside Telegram, they’re in. We’ve seen it with gifting.

We’ll see it again with TMAs, stickers, and fan engagement. If we can solve the perception problem that crypto has — that it’s difficult to use — the rest becomes a lot easier.”