According to a report by CoinDesk, Spindl, a platform dedicated to attribution and analytics with a focus on improving marketing for Web3 games, has entered into a strategic partnership with AppsFlyer. AppsFlyer, a company with a track record of providing similar services for Web2 mobile gaming since 2011, will collaborate with Spindl to address challenges faced by Web3 games in integrating on-chain and off-chain elements into their marketing strategies.

Spindl, established two years ago, set out to create a Web3-native platform, specifically designed to serve as a foundation for the marketing strategies of blockchain-based games. However, the complex integration of on-chain and off-chain elements in most Web3 games presented challenges, prompting the need for the specialized functionality offered by AppsFlyer.

In this collaboration, the two companies will pool their data sets, empowering developers to map user journeys that span both Web2 and Web3 events. This includes traditional Web2 events such as clicks and app installs, as well as Web3 events like NFT mints. Antonio García Martínez, the founder of Spindl, interprets this partnership as a significant indicator of the convergence of Web2 and Web3 gaming.

Martínez pointed out a critical issue in current Web3 gaming dashboards, emphasizing the lack of comprehensive data on on-chain revenue and user actions. This deficiency results in an incomplete understanding and leads to inaccuracies in metrics such as lifetime value. The primary objective of this partnership is to tackle these challenges head-on and elevate the analytical capabilities for Web3 gaming marketing.

By combining their expertise and datasets, Spindl and AppsFlyer aspire to provide a more holistic view of user interactions, allowing for more accurate and comprehensive metrics. This collaboration is seen as a step towards bridging the gap between the Web2 and Web3 gaming ecosystems, ultimately enhancing the effectiveness of marketing strategies in the rapidly evolving landscape of blockchain-based games.