Binance, the world’s leading cryptocurrency exchange, has adopted a new strategy for token listings, pivoting away from large-scale initial token offerings. Instead, it now employs a secondary listing model following Token Generation Events (TGEs) conducted via Binance Wallet.
The Secondary Listing Model
In 2025 alone, Binance Wallet has hosted five successful project launches, including Particle Network (PARTI), Bedrock (BR), and Bubblemaps (BMT). Unlike its previous approach of immediate direct listings, Binance now allows initial sales on platforms like PancakeSwap and other centralized exchanges (CEXs) before considering an official listing.
This strategic shift helps mitigate the Day-1 selling pressure often associated with high-profile launches. As observed by a user on X, Binance’s approach enables projects to stabilize their valuations before securing a spot on the exchange. Investors participating in TGEs can initially trade on Binance Wallet or external CEXs, while Binance lists the token later—when its price stabilizes and market sentiment improves.
Decoding New Binance Listing Playbook
— Tommy (@0xtommy_eth) March 21, 2025
Binance has pivoted away from doing huge initial launches with big Day-1 selling pressure, while doing more secondary listing shortly after running TGE campaign on Binance Wallet
Here is how this new game is being played and their master…
Benefits for Binance and Its Ecosystem
This model offers several advantages for Binance’s ecosystem. By delaying listings, Binance minimizes risks and enhances long-term token performance. Additionally, it boosts Total Value Locked (TVL) on BNB Chain, drives more users to Binance Wallet, and increases demand for BNB purchases.
An X user, Ahboyash, described this as a four-stage strategy designed to elevate projects from Binance Wallet TGE to Binance Futures, ultimately leading to a Binance Spot listing. A recent example is MyShell, which followed this trajectory, benefiting both the project and Binance’s ecosystem.
Binance-First Strategy Playbook
— Ash (@ahboyash) March 18, 2025
This presents a glimmer of hope for projects –> alignment with @BNBCHAIN/ @binance + Binance Alpha + potential route to Binance listing?
A short primer on Binance Alpha
• Binance Alpha: Available within Binance Wallet
• Binance Alpha 2.0:… pic.twitter.com/mK8iPx30tg
Strong ROI and Trading Volume Surge
The new strategy has yielded remarkable results. According to icoanalytics, the five projects launched via Binance Wallet in 2025 achieved an ROI between 2.3x and 14.7x, surpassing returns from Binance Alpha listings. As a result, Binance Wallet’s daily trading volume skyrocketed to $90.5 million on March 18, marking a 24x increase from early March.
Despite its success, this model presents challenges. Investors on other CEXs may face initial selling pressure, and if a project underperforms, both Binance and its investors could suffer losses. However, Binance’s calculated approach ensures that only well-performing projects secure long-term listings, making it a win-win for the exchange and its ecosystem.
Also Read: Binance Suspends Employee for Insider Trading
By refining its TGE-to-listing pipeline, Binance continues to solidify its dominance in the crypto space while optimizing user benefits and market stability.
Disclaimer: The information in this article is for general purposes only and does not constitute financial advice. The author’s views are personal and may not reflect the views of Chain Affairs. Before making any investment decisions, you should always conduct your own research. Chain Affairs is not responsible for any financial losses.
I’m a crypto enthusiast with a background in finance. I’m fascinated by the potential of crypto to disrupt traditional financial systems. I’m always on the lookout for new and innovative projects in the space. I believe that crypto has the potential to create a more equitable and inclusive financial system.
