In an effort to enhance Web3 game marketing, Spindl, an attribution and analytics platform, has partnered with AppsFlyer, a business that has long since achieved a similar goal in the Web2 space.Since 2011, AppsFlyer has been offering attribution for mobile gaming, which is the process of figuring out which marketing strategies are resulting in sales. To date, the company has raised $300 million in venture financing.
The goal behind founding Spindl two years ago was to create a Web3-native version of this kind of platform that might serve as the foundation for the strategies of blockchain-based games.That said, this has been challenging because the majority of “Web3 games” are actually a hybrid of off-chain and on-chain, which is why Spindl need the AppsFlyer functionality.The two companies, according to a blog shared with CoinDesk on Monday, would be combining their data sets to enable developers to map their user journeys that span Web2 events, like clicks and app installs, and Web3 events, like NFT mints.
Web3 is the next iteration of the internet, centered on decentralization and based on blockchain technology. Web2 is the current iteration of the internet, centered around social media and mobile apps.According to Antonio García Martínez, the founder of Spindl, the collaboration indicates a merger of Web2 and Web3 gaming.
“Every Web 3 gaming dashboard has missing data around onchain revenue and user actions, presenting a very partial picture,” he wrote. “Worse still: the more onchain a game is, the more wrong basic metrics like lifetime value are.”