XsollaA game trading treasury has closed with a partnership with a partnership Appsflyer Provision of analyzes for web shops as alternative shops for Game DEVS.
Appsflyer focuses on mobile measurements, attributions and data analyzes. This improvement of the XSolla and Appsflyer partnership offers game developers improved insights and simplified activation for its web shops, which are available worldwide as alternatives to traditional app stores.
The partnership also introduces solutions to coping with cross-platform measurement and attribution challenges. The partnership includes two integration options: server-to-server (S2S) and web integrations for mobile games.
Xsolla and apps flyers have worked closely together for over a year to develop two custom integrations that deal with critical challenges on the mobile market. These integrations offer game developers comprehensive data on user behavior, campaign performance and sales description on mobile and web platforms.
Activation is uncomplicated and does not require any coding of developers. All sizes can enable these tools directly under Xsolla and apps flyer publish accounts. This approach shows the commitment of Xsolla to simplify complex processes and to support the success of the developer.
These integrations take into account two major challenges in the mobile gaming ecosystem: reliable service life (LTV or how much money a certain user will generate in the course of the lifespan of an app) and return the measurement of advertising expenses (ROAS) via platforms and exact web shop back advertising campaign tracking. Developers can manage small activations directly via their accounts with an optimized activation process via the XSOLLA publisher account and apps flyer publish account.
The mobile application S2S integration enables complete LTV and ROAS measurement for purchases that were made in the application and in the web shop. The web shop purchases are measured as in-app events.
Appsflyer assigns every purchase to the number of campaigns for mobile application installations, user acquisitions and re -induction in order to provide a complete LTV and overall return for investment (rei) calculation. The Setup process is simple and does not require a technical know -how, so that all mobile developers via XSolla and AppsFlyer -Publisher accounts are accessible.
The activation of the web integration was developed to measure and evaluate the marketing performance, the advertising consumption rates, the high-performance advertising of advertising creatives and the exertion of efforts for web shops with XSOLA site builder. Developers can easily enable this functionality so that you can measure the effectiveness of advertising campaigns that drive traffic via XSOLLA and appsflyer -Publisher accounts to your web shop.
“The Xsolla web shop solution has revolutionized the industry for the development of mobile phone games with over 500 web shops,” said Berkley Egenes, Chief Marketing and Growth Representative of Xsolla. “Previously, the conventional mobile measurement tools were not suitable for this scenario. These integrations with app flyers bridge the data gap between the web shop and mobile apps and offer game developers a complete view of LTV and overall. ”
He added: “This cooperation underlines XSolla’s commitment to simplify the complexity for our cell phone game partners and the enabling of smartter business decisions based on complete data flows over the player trip.”
“In an increasingly developing and dynamic gaming ecosystem, understanding the full user trip for mobile and web for developers is of crucial importance to optimize performance and maximize sales,” said Adam Smart, product director for gaming at appsflyer, in an explanation.
He added: “By combining Xsolla’s expertise in the trade in leading analysis functions, we will see seamless cross -platform measurements and attributions, which gives developers the knowledge they need to drive more intelligent decisions and accelerate growth for the industry. These integrations ensure that developers can concentrate on creating extraordinary gaming experiences and know that their successes are appropriately credited. “
The gaming industry, especially mobile games, are increasingly demanding tools that offer clear insights into the behavior of the player and enable precise campaign performance measurement across platforms. These solutions help developers to optimize commitment strategies and ROI, and enable developers to focus on creating extraordinary gaming experiences.
Webli shops are part of the omni-channel world
Brian Quinn, President of Appsflyer, said in an interview with Gamesbeat that we are heading for an omni-channel world with mobile devices in the center. Appsflyer develops strategies and product roadmaps for this world in which developer apps need to know how their games affect various platforms. With web shops, developers can get to know their customers more and ask if they want to choose to share data about their game preferences. This is an opportunity to learn more about the taste of the customers and how you can address them with relevant app or game recommendations, as is permitted according to the regulations.
“We see a mobile central omnichannel view of the world,” said Quinn. “We have the discussion about the loss of signal due to privacy, platform changes, regulatory changes, which it means, the Apple framework conditions, what will happen with Google, privacy, growth loss and many more.”
Quinn added: “We have to concentrate on Omni-Channel strategies and not on multi-channel strategies that are as if we have mobile devices, we have CTV, we do not have at home” as parts of a not connected Campaign.
Quinn said that the company had to pursue regulatory environments all over the world and see the ways that companies are entering into in terms of marketing and privacy.
“There is a lot of fragmentation,” he said. “We have a level above that scans and enables them to create their own modeling. You have much less the provider data. We have developed a robust probabilistic modeling that was more privacy. “
He said such solutions are now more mainstream.
“We created these different measuring rivers for different types of campaigns on various platforms,” said Quinn. “And then we have built up a proprietary modeling function, which we call like a single source of truth that empties all of these installations and events. And now you have a real reading in your company when you are a player, and that offers clarity. ”
The company can offer trustworthy measurements as well as an independent and impartial view of how apps and games go beyond the various channels, since there are no investments in a media company.
“You see this as very precise and very trustworthy. And if you then have a single view of your business from all these different fragmented media rooms, ”said Quinn. “It is easy for you to invest and it is easy for you to get the purchase of finance, marketing, from growth teams.”
He added: “We have been building scaled measurement functions in an IDFA-without world for four years. It is fragmentation. Sometimes there is an identifier, sometimes not. And then we have to solve that on a single view. We feel very comfortable to provide analyzes and precise measurements in this world. “
And now it seems that web shops are more profitable to stand easier and to be another source of performance measurement for mobile marketing.
“The web is now a channel in which many mobile phone companies think that they will find new users and that they will bring them to their app environment,” he said. “It is part of your workflow and so the analysis on these different platforms becomes easier because you do not deal with the unique identifiers of the platform. You have now dealt with aggregated data records across several platforms. In short, I think one of the things that inspires us about growth, and it could be a different approach that we enter into than others is that we have a fairly strong influence on the cell phone. “
With regard to app stores from third-party providers (like the Epic Games Store), Quinn said: “My point of view is that it is exciting to believe that there are third-party app stores on the horizon and whether Epic is possible. Plant this flag – and you are the ones that really work for it – that could open the door to more, depending on the region and regulation and so on. “
He said: “What we see as an exciting opportunity is that these business need measurement support. There must be these environments in which consumers have optionality and if this is the case, advertising and monetarization options will be given. “
Quinn said that these platforms still need an independent, impartial measuring company to exist.
“We are happy about the potential of not just two types of shops for mobile devices and more consumer selection,” said Quinn. “It seems that there should be more (app stores from third-party providers) than there are.”
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