Xsolla, a recreation commerce firm, has partnered with AppsFlyer to supply analytics for net retailers as different shops for recreation devs.
AppsFlyer focuses on cellular measurement, attribution, and information analytics. This enhancement of the Xsolla and AppsFlyer partnership offers recreation builders with improved insights and simplified activation for its net retailers, which can be found worldwide as options to conventional app shops.
The partnership additionally introduces options to deal with cross-platform measurement and attribution challenges. The partnership consists of two integration choices: server-to-server (S2S) and net integrations for cellular video games.
Xsolla and AppsFlyer have collaborated intently for over a 12 months to develop two customized integrations that handle important challenges within the cellular market. These integrations provide recreation builders complete information on consumer habits, marketing campaign efficiency, and income attribution throughout cellular and net platforms.
Activation is simple and requires no coding from builders—groups of all sizes can allow these instruments straight at Xsolla and AppsFlyer writer accounts. This method highlights Xsolla’s dedication to simplifying advanced processes and supporting developer success.
These integrations handle two main challenges within the cellular gaming ecosystem: dependable lifetime worth (LTV, or how a lot cash a given customers will generate over the course of an app’s lifetime) and return on promoting spend (ROAS) measurement throughout platforms and correct net store advert marketing campaign monitoring. Builders can handle small activations straight via their accounts with a streamlined activation course of by way of the Xsolla Writer Account and AppsFlyer Writer Account.
The Cellular Software S2S Integration permits full LTV and ROAS measurement for purchases made inside the utility and on the Internet Store. Internet Store purchases are measured as in-app occasions.
AppsFlyer attributes every buy to the variety of cellular utility installations, consumer acquisition, and re-engagement campaigns to assist present a whole cross-platform consumer journey, full LTV, and general return on funding (ROI) calculation. The setup course of is straightforward and requires no technical experience, making it accessible to all cellular builders via Xsolla’s and AppsFlyer writer accounts.
The net integration activation is designed to measure and assess advertising and marketing efficiency, promoting conversion charges, high-performance promoting creatives, and re-targeting efforts for Internet Outlets utilizing Xsolla’s Website Builder. Builders can simply allow this performance, permitting them to measure the effectiveness of advert campaigns driving visitors to their net retailers via Xsolla’s and AppsFlyer writer accounts.
“Xsolla’s web shop solution has revolutionized the mobile game development industry, with over 500 Webshops established,” mentioned Berkley Egenes, Xsolla chief advertising and marketing and progress officer, in an announcement. “Previously, the traditional mobile measurement tools were not suitable for this scenario. These integrations with AppsFlyer bridge the data gap between web shops and mobile apps, offering game developers a complete view of LTV and overall ROI,”
He added, “This collaboration underscores Xsolla’s commitment to simplifying complexities for our mobile game partners and enabling smarter business decisions based on complete data flows across the player journey.”
“In an increasingly evolving and dynamic gaming ecosystem, understanding the full user journey across mobile and web is critical for developers looking to optimize performance and maximize revenue,” mentioned Adam Sensible, product director of gaming at AppsFlyer, in an announcement.
He added, “By combining Xsolla’s expertise in commerce with AppsFlyer’s leading analytics capabilities, we’ll see seamless cross-platform measurement and attribution, giving developers the insights they need to drive smarter decisions and accelerate growth for the industry. These integrations ensure developers can focus on creating exceptional gaming experiences, knowing that their successes are appropriately credited.”
The gaming business, notably cellular video games, more and more demand instruments that present clear insights into participant habits and allow exact marketing campaign efficiency measurement throughout platforms. These options assist builders optimize engagement methods and ROI, empowering builders to give attention to creating distinctive gaming experiences.
Internet retailers are a part of the omni-channel world
Brian Quinn, president of AppsFlyer, mentioned in an interview with GamesBeat that we’re headed towards an omni-channel world with cellular on the heart. AppsFlyer is growing methods and product roadmaps for that world, the place builders apps might want to understand how their video games are performing throughout completely different platforms. With net retailers, builders will be capable to get to know their prospects extra and ask them whether or not they wish to decide in to sharing information about their recreation preferences. That’s a possibility to straight study extra about prospects tastes and learn how to goal them with related app or recreation suggestions, as permitted beneath laws.
“We see a mobile centric, omnichannel view of the world,” Quinn mentioned. “We have continued discussion around signal loss due to privacy, platform changes, regulatory changes, what it means adoption of Apple’s frameworks, what’s going to happen with Google, privacy, loss of growth and more.”
Quinn added, “We need to be focusing on omni-channel strategies and not multi-channel strategies, where it’s like we have mobile, we have CTV, we have out of home” as elements of a disconnected marketing campaign.
Quinn mentioned the corporate has to observe regulatory environments around the globe and see the paths that firms undertake relating to advertising and marketing and privateness.
“There’s a lot of fragmentation,” he mentioned. “We have a layer on top that scans and allows you to do your own set of modeling. They have a lot less first-party data. We developed robust probabilistic modeling, which was more privacy safe.”
He mentioned such options are actually extra mainstream.
“We built these different measurement flows for different types of campaigns on different platforms,” Quinn mentioned. “And then we built a proprietary modeling capability that we call like single source of truth, which de-duplicates all of those installs and events. And so now you have a one true read on your business if you’re a gamer, and that provides clarity.”
The corporate can present reliable measurement and an unbiased and unbiased view of how apps and video games are doing throughout the completely different channels, because it doesn’t have funding from a media enterprise.
“They see that as as as very accurate and very trusted. And then if they have a single view of their business from all these different kind of fragmented media spaces,” Quinn mentioned. “It’s easy for them to then invest and it’s easy for them internally to get the buy in from finance, from marketing, from growth teams.”
He added, “We’ve been building scaled measurement capabilities in an IDFA-less world for four years. It’s fragmentation. Sometimes there is an identifier, sometimes not. And then we have to resolve that to a single view. We’re starting to feel quite comfortable providing analytics and accurate measurement in that world.”
And now it appears net retailers are extra viable, simpler to face up, and could be one other supply of efficiency measurement for cellular advertising and marketing.
“The web is now a channel where a lot of mobile companies are thinking they’re going to go find new users and bring them into their app environment,” he mentioned. “It’s part of their acquisition flow and so with identifiers going away, the analytics across these different platforms gets easier, because you’re not dealing with the unique identifiers of the platform. So you’re now you’re dealing in aggregated data sets across multiple platforms. So, long story short, I think one of the things that gets us excited about growth, and it might be a different approach that we’re taking than others, is we have a pretty strong foothold in mobile.”
Concerning third-party app shops (just like the Epic Video games Retailer) which might be coming, Quinn mentioned, “My point of view on this is that it’s exciting to think that there are third party app stores on the horizon, and if Epic is going to plant that flag — and they’re the ones really championing it — that could open the door for more, depending upon the region and regulation and whatnot.”
He mentioned, “What we see as an exciting opportunity is that those stores are going to need measurement support. There needs to be these are new environments where consumers have optionality, and when that’s the case, there’ll be advertising and monetization options.”
Quinn mentioned these platforms nonetheless want an unbiased, unbiased measurement firm to exist.
“We get excited about the potential of not just two types of stores out there for mobile devices and more consumer choice,” Quinn mentioned. “It seems like there should be more (third-party app stores) than there are.”
