Founder narrative, global PR readiness, and business-plus-crypto media context around a consumer GameFi story.
Cheelee is a CYCLE proof case for global crypto PR: a GameFi / SocialFi project that needed mainstream visibility, crypto-media coverage, founder positioning, and regional expansion support.
PR for a Web3 consumer product has to do more than distribute a press release. The market needs a clear story, credible founder angles, strong publication fit, and enough public references for users, partners, and investors to verify the project outside its owned channels.
CYCLE supported Cheelee with a global PR campaign built around tiered media, CEO thought leadership, and a business-plus-crypto publication mix.
Proof Case Snapshot
- What was unclear A consumer GameFi story needed founder/CEO narrative and a credible media mix.
- Proof layer built CEO thought leadership, publication mix, PR angles, and business-plus-crypto context.
- Distribution activated Global crypto PR, business media, and media relations.
- Market signal The project moved from campaign noise to a media-readable consumer crypto story.
What was unclear
Cheelee needed broader global visibility for a GameFi social media product.
The public story had several moving parts: attention economy, GameFi mechanics, short-video social behavior, token incentives, and consumer adoption. The campaign needed to make that story legible for both Web3-native and mainstream business audiences.
The source case also records a smaller regional layer around Kazakhstan, which made the campaign more than a single-market PR push.
What CYCLE built
CYCLE supported the campaign through:
- media strategy;
- tier-1 publication targeting;
- CEO interview positioning;
- crypto and business media placement mix;
- regional PR support;
- public proof and media-surface coordination.
The goal was to make Cheelee easier to understand, discuss, and verify across different audiences.
Proof layer
The source case records:
- 500M+ total impressions;
- CEO interview positioning;
- global and regional publication activity;
- a media mix across mainstream business, crypto, and press-release surfaces;
- placements and references across outlets including IBTimes, NewsBTC, GlobeNewswire, and other business/crypto media.
CYCLE's role focused on the PR and public proof layer: turning a complex Web3 consumer story into clearer media angles and more visible third-party references.
Market signal
Crypto PR is weak when it only creates a logo wall.
For a consumer Web3 product, the useful PR layer is the one that helps a new reader understand the model, see credible founder context, and find third-party references during diligence. That is especially important when the product sits between social media, GameFi, and mass-market adoption.
Cheelee supports CYCLE's PR thesis: media coverage works best when it becomes part of a broader trust and GTM system.
Public proof links
- IBTimes interview with Cheelee CEO Ruslan Sharov.
- NewsBTC coverage of Cheelee's $5M drop.
- GlobeNewswire announcement mentioning Cheelee and Blockchain Life Awards.