Spindl, an attribution and analytics platform that aims to improve marketing for Web3 games, is teaming up with AppsFlyer, a company that has been doing something similar in the Web2 world in recent years.
AppsFlyer has been providing attribution (the process of determining which marketing techniques generate revenue) for mobile gaming since 2011, raising $300 million in venture capital.
Spindl was founded two years ago with the goal of building a Web3-native version of this kind of platform, which blockchain-based games could use as the basis for their strategy.
However, this has proven difficult because most “Web3 games” are actually a hybrid of on-chain and off-chain, which is where Spindl needs AppsFlyer’s functionality.
The two companies will integrate their datasets to allow developers to map their user journeys, which span Web2 events — such as clicks and app installs — and Web3 events such as NFT mints, according to a blog post Monday with CoinDesk was shared.
Web2 is the current incarnation of the internet, built around mobile apps and social media, and Web3 refers to the next incarnation focused on decentralization and built on blockchain technology.
Spindl founder Antonio García Martínez sees the collaboration as a sign that Web2 and Web3 gaming are merging.
“Every Web 3 gaming dashboard has missing data on onchain revenue and user actions, providing a very partial view,” he wrote. “Worse, the more onchain a game is, the more basic metrics like lifetime value are wrong.”
Read more: Decentralization on a Spectrum: How Completely On-Chain Games Are the Future of Web3 Gaming