How to launch a token in 2025?

What are the key elements of a successful token launch?

October 15, 2025

Launching a token is like directing your national team in the FIFA World Cup, you need all the equipment to perform a big launch (all the operations), the players ( internal team and external resources like partners, KOLs, clients, backers, media connections, etc), the coach (a crypto native CMO).

This is a snapshot of all you need to coordinate in a token launch:

Strategy, Community, Legal, Tech, Tokenomics, Exchanges, Market Makers, Partnerships, Distribution, Operations, and Post-TGE.

All of that is a huge task, and it’s one of the most critical moments for crypto companies.

But before we jump into that:

What is a token launch?

The token launch, also known as Token-Generation-Event (TGE), is probably the most important and unique aspect of crypto marketing. The Web2 equivalent will be a listing in major stock exchanges (IPO).

You are taking your company to the public and allowing everyone (except regulated jurisdictions) to be part of the future success of your business via token investing.

Investors will conduct a due diligence on your company, your market, your narrative and the potential upside and they will decide whether or not you are the right opportunity.

So, you must appeal as sexy as possible.

What’s the evolution of token launches?

A lot has changed since Bitcoin “free mining” started in 2009 and the boom of 2017 ICOs era.

Here’s a visual example of the different methods and their peaks of attention from 2017 until 2025:

While the way to launch a token might change in the future, if you analyze what core ingredients have the most successful token launches, there’s always one major reason:

They made some people rich.

That’s how you build a loyal community and create a lifelong bonding with retail.

If your token launch is perceived as a VC play or you are using retail as exit liquidity, you are not going to make it.

What are the strategic phases of a Token-Generation-Event?

All token launches must have three phases, like a magic show:

  1. The Build Up - Pre-token launch

    1. Define your Story, Positioning, Messaging and WHY this token is needed

    2. Develop a legendary creative brand universe

    3. Build a core community of early supporters

    4. Prepare key ecosystem partners like chains, builders, KOLs, backers, etc…

    5. Develop a strong Go-To-Market strategy aligning product roadmap with key marketing activations

    6. Launch FOMO marketing campaigns for people to get involved and capture mindshare

    7. Build credibility through team-led marketing, founder branding and PR appearances

    8. Design your tokenomics and legal agreements ahead of your launch

    9. Secure a trusted market maker in regulated jurisdictions

    10. Initiate conversations with CEXes and prepare the liquidity plans

    11. Define your token launch strategy (airdrop, public sale, launchpad, community sale, etc)

    12. Apply to get listed in CoinMarketCap and CoinGecko

  2. The launch day - TGE is here

    1. Announce your tokenomics and token mechanics

    2. A major creative video to announce the token is here

    3. Listing or launchpad announcements

    4. Whitepaper/Litepaper release

    5. KOLs & partner amplification

    6. Airdrop claim experience

    7. Staking and utility campaign announcement

    8. PR or major news

    9. A livestream event

    10. A community crisis plan in place

  3. The Post-TGE phase

    1. The main question you need to answer here is: how do I increase the value of my token holders?

    2. Keep big marketing campaigns

    3. Drive more product adoption campaigns

    4. Strategic partners

    5. New features and releases

    6. Overcommunicate successes and new integrations

    7. All you have to do is keeping the momentum and make everything about product and ecosystem value increase for all your token holders

If you want to know exactly what operations you need to complete from legal, tech, strategy and CEX listings, I’ve prepared the most complete 2025 Token Launch Masterlist you can download for free.

You need to navigate the different regions and study them before you decide which markets you are launching on:

  • United States

    • Make sure your token is classified as a utility token and pass the Howie Test. 

      • Consult a securities lawyer to make sure you're abiding by all of the laws (probably good to have this guy on retainer).

    • If you want accredited investors, DO set up a Reg D exepemtion

    • DON’T jump into the US without legal advice.

  • Europe

    • MiCA sets clear requirements for token issuers

  • Other regions

    • Local KYC and regulations might apply

What are the pro tips from the best token launches of 2025?

  • Allow retail investors to have skin in the game and get upside exposure

  • Always be transparent, admit mistakes and be an active part of your community

  • You don’t have to do an airdrop. Public sales, fair launches or any other sale mechanic can be more positive than a regular airdrop campaign

    • If you do an airdrop, don’t overpromise and don’t forget to recognize key contributors from your community as they deserve

  • Timing is everything. If you are rushing your token launch 99% of the time you’ll fail as it’s not an easy process and you have to coordinate a lot of moving pieces

  • Most of the time, you want to launch in a high FDV category with low float

    • Don’t compromise on vesting 1-3 years is the standard in crypto

    • A downside of this strategy means when big unlocks happen, retail holders & price will suffer a potential dump

  • There are alternative ways to prepare your valuation for those trying to get out of the norm and make something different

    • Launching at the ultimate VC valuation with vesting, allowing retail to get exposure to your project like a VC

    • Unlocking 100% of your tokens at TGE (Price can go down sharply but once you cleanup all your big holders, price can recover if the valuation is right)

    • Low valuation & high float making everyone believe this is so underrated

  • Have a plan B. C. D & E. Everything can happen in crypto and will happen according to my experience

  • Don’t be cheap selecting your market maker. If possible use a fixed retainer model as it will have less price action implications than any other model.

    • If your market maker fails, chances are all your work will go to waste

The best marketing in crypto is “token goes up” and this is all you need to think about it and how you can make sure you are driving value to token holders.

And if you want to launch your token in 2025 my best recommendation is to ensure you have a solid to-dos list, similar to the 2025 Token Launch Masterlist