Playtika's New Data-Driven Affiliate Program: A Fireside Chat With Barak Gaibel

In a fireside chat with Playtika, one of the leading names in the mobile gaming industry, Barak Gaibel is joined by Everflow's Zach Measures to discuss the company's new affiliate program. The discussion, hosted by Idan Spund, focused on the company's data-driven approach, success with Everflow, and Playtika's future direction. 

Playtika, known for popular titles such as Slotoman and The World Series of Poker, is a top gaming company with an impressive $3 billion yearly revenue and a $500 million marketing spend, Gaibel explained. The company has introduced a new affiliate program, crafted to offer any interested parties a chance to work with a leading mobile gaming company.

To manage its affiliate program and widen its operations, Playtika switched to Everflow’s partner marketing platform designed to assist in the management of affiliate programs. According to Gaibel, the system's simplicity, straightforward approach, and incorporated marketplace made Everflow ideally suited for Playtika's growth strategies.

Everflow's integration with Appsflyer played a crucial role in addressing data analysis needs and fraud protection—two vital components that prior affiliate programs failed to adequately address. AppsFlyer and Everflow collectively aid Playtika in analyzing each affiliate, detecting fraud levels, and increasing optimization. Everflow also offers an integrated payment system that resolves the complexity of managing individual invoices and payments for every affiliate, a critical advantage for large-scale public companies like Playtika. 

Key Performance Indicators (KPIs) identified for their marketing ecosystem focused on user retention and average revenue per paying user. Conversations turned toward improvements in user acquisition, considering emerging trends like Connected TV and incentivized traffic. Playtika also emphasized user engagement, ensuring users deepen their journey into the sales funnel over an extended period of at least 180 days.

As for the future, speculation revealed that exploring Artificial Intelligence technology for predicting user retention and launching affiliate programs for an additional seven top games are both on the cards. In the immediate future, Playtika is focusing on onboarding any affiliates who are interested in teaming up with the leading mobile gaming company.