In the fast-growing mobile gaming market, developers face a persistent data challenge. Mobile apps and web shops often generate separate data streams. In-app events are tracked with ease, but web transactions rarely join the same dataset. This split creates significant gaps in user insights. As a result, developers struggle to calculate Lifetime Value and Return on Advertising Spend accurately. The incomplete picture hinders effective marketing and user engagement. Bridging this data divide is crucial for informed decision-making and efficient budget allocation. Xsolla is now tackling this problem by unifying cross-platform analytics.
Xsolla and AppsFlyer Partners to solve key data challenges in the gaming industry
Xsolla and AppsFlyer have partnered to solve key data challenges in the gaming industry. The collaboration introduces two new integrations that help developers track user behavior across mobile apps and web shops. The move promises clearer insights into user journeys, improved marketing measurement, and simpler activation for game developers.
New Integrations Drive Clarity in Data
Xsolla’s announcement details two integration options: server-to-server (S2S) and web integrations for mobile games.
The Mobile Application S2S Integration measures Lifetime Value (LTV) and Return on Advertising Spend (ROAS) across in-app and web purchases. With this solution, web shop purchases register as in-app events. Developers gain a unified view of each transaction’s origin. They can track user acquisition, re-engagement, and advertising campaigns in one place.
The Web Integration Activation focuses on campaign performance. It tracks conversion rates, ad creative impact, and re-targeting efforts for web shops built on Xsolla’s Site Builder. Developers can activate the tool from their publisher accounts without writing any code. The setup is designed to be fast and efficient, removing technical barriers.
Both integrations use server-to-server and web-based methods. They address the challenge of tracking purchases that occur outside traditional app environments. The tools provide accurate attribution for every user action across platforms. As a result, developers can better calculate overall return on investment (ROI).
Solving the Cross-Platform Data Puzzle
The integration tackles a major industry pain point. Developers often struggle to merge data from mobile apps and web shops. This disjointed view limits the understanding of user behavior. The new tools provide a full picture of each player’s journey. Developers can now see how mobile campaigns drive web shop sales.
Accurate measurement of LTV and ROAS is critical. The integrations help capture every transaction detail. Data from in-app events and web purchases now flows into a single system. This unified view eliminates gaps in tracking. It allows developers to make more precise marketing decisions. Every advertising dollar is better accounted for.
Real-time insights help developers adjust strategies quickly. They can measure campaign performance down to the last conversion. With complete data, companies can refine user acquisition and re-engagement efforts. The streamlined analytics boost overall campaign effectiveness. This clarity drives smarter spending and better game design.
Berkley Egenes, Chief Marketing & Growth Officer at Xsolla, revealed that over 500 web shops have been established to date. “Traditional mobile measurement tools were not designed for this scenario,” Egenes remarked. “Our integrations with AppsFlyer bridge the data gap between web shops and mobile apps, offering game developers a complete view of LTV and overall ROI.”
Benefits for Developers
The new tools are designed with developers in mind. The activation process requires no coding. Small studios and large publishers can set up the integrations with ease. Developers can enable the tools directly from their publisher accounts. This simplicity saves time and reduces technical hurdles.
Developers now enjoy better insights into user behavior. They can track how players interact with both mobile apps and web shops. These insights help optimize ad campaigns and improve ROI. With complete attribution, developers know which efforts drive sales. The new integrations also support re-targeting strategies. Marketers can assess ad creative performance with precision.
According to Adam Smart, Product Director of Gaming at AppsFlyer, “Understanding the full user journey across mobile and web is critical for developers looking to optimize performance and maximize revenue.”
“By combining Xsolla’s expertise in commerce with AppsFlyer’s leading analytics capabilities, we’re enabling seamless cross-platform measurement and attribution. These integrations ensure developers can focus on creating exceptional gaming experiences, knowing that their successes are appropriately credited,” Adam said.
The tools also allow developers to better manage budgets. With accurate data, they can adjust spending in real time. The unified dashboard presents clear metrics for every campaign. This level of clarity supports more effective resource allocation. Developers can focus on creative improvements rather than data fragmentation.
Mobile Gaming Market is Growing Exponentially
The global gaming market is expected to reach $236.9 billion in 2025, growing 4.6% year-over-year. Mobile gaming now generates more than half of this revenue.
By 2025, mobile gaming is projected to bring in over $130 billion.
Cross-platform measurement plays a key role in sustaining long-term growth. Developers need detailed insights to adapt to the evolving gaming landscape.
Cross-platform compatibility expands player reach, boosts retention, and enhances multiplayer experiences. Games with cross-play improve matchmaking speed and online gameplay quality.
Marketing budgets for gaming are increasing. Developers invest heavily in user acquisition and engagement. Accurate campaign measurement is crucial to justify ad spending. New integrations help developers gain detailed insights, providing a competitive advantage.
As data becomes the foundation of marketing strategies, unified solutions will gain more traction. This trend could lead to industry-wide improvements in analytics and attribution. In the long term, better data will drive smarter game design and enhanced player experiences.
Broader Industry Impacts
The new solution is likely to influence other sectors. Clear attribution and unified data are valuable in many industries. As more companies adopt integrated analytics, marketing efficiency will improve. The gaming sector is at the forefront of this shift. Its challenges and innovations often set trends for other markets.
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