Spindl, a fledgling attribution and analytics platform seeking to transform marketing strategies for Web3 games, has announced an integration partnership with AppsFlyer, an established player in the mobile attribution space. AppsFlyer has been providing accurate measurement of campaign effectiveness and user engagement for mobile game developers since 2011, raising over $300 million in funding from investors who believe in the value of its attribution services.
By pairing AppsFlyer’s seasoned Web2 attribution data with Spindl’s blockchain-based datasets, the two companies aim to create a holistic view of the increasingly complex user journeys spanning both Web2 and Web3. For instance, the integrated data can map how an ad click or app install (Web2 events) leads to an NFT mint further down the user funnel (a Web3 event).
This mapping has proven challenging thus far, as most blockchain games have a foot in both worlds, relying on off-chain components like ads as well as on-chain actions. As a result, critical data has remained siloed, leading to an incomplete picture – gameplay behavior data might show strong retention, while revenue data for the same title is lackluster. Spindl founder Antonio García Martínez believes this partnership signals the fusion of Web2 and Web3 gaming that will yield more accurate analytics.
Specifically, by filling the gaps around both on-chain and off-chain activity, Spindl and AppsFlyer can surface a trusted measure of key metrics like player lifetime value – which fails to account for users’ revenue-generating blockchain behaviors otherwise. The enriched analytics will arm game developers with the insights they need to calibrate the perfect hybrid strategies to spur growth.
The Spindl-AppsFlyer integration underscores how the boundaries between Web2 and Web3 gaming are increasingly blurred. As blockchain transforms video games with true digital asset ownership and permissionless ecosystems, legacy analytics platforms must evolve as well to provide a clear window into emergent user behavior and the ever-changing motivations driving it. Only then can game creators build experiences their communities truly value over the long term.
#Web3 #Blockchain #Gaming
