Explore the intersection of measurement and growth marketing for web2 and web3 gaming. Learn about the challenges of measuring on-chain and off-chain events. Opportunities and limitations on the supply side of web3 advertising are explored, with a focus on the lack of web3-native ad networks. Joining us are Adam Smart, Director of Product – Gaming at AppsFlyer, and Antonio Garcia-Martinez, the Founder of Spindl. We dive into the partnership between AppsFlyer and Spindl which provides a full suite of analytics and attribution solutions for web3. The conversation concludes with a discussion on the completeness of the user journey and the challenges of cross-platform integration. The conversation explores the growth and potential of web3 gaming, particularly in the PC and console space. It discusses the need for more quality games and the emergence of user acquisition on PC and console. Guests and hosts also share their predictions for the future of web3 gaming, highlighting the merging of two worlds and the potential for a killer web3 app. Additionally, they discuss the potential impact of web3 on mobile gaming and the need for innovation in the industry. TAKEAWAYS Web3 gaming is experiencing growth, with more games launching and leveraging blockchain technology. The AppsFlyer-Spindl integration provides holistic solutions for measuring web2 and web3 events. The challenges of measuring and attributing events in web3 require a different approach than traditional mobile app attribution. There is a need for web3-native ad networks and supply-side solutions to support the growing ecosystem. The growth of web3 gaming is still in its early stages, similar to where mobile gaming was seven years ago. As more quality games emerge in the web3 space, there will be an increase in user acquisition and targeting capabilities. The merging of web2 and web3 worlds will lead to new and innovative gaming experiences. Web3 has the potential to revolutionize the mobile gaming industry and drive innovation in game design. CHAPTERS 00:00 – Opening and guest intros 02:17 – AppsFlyer-Spindl integration 03:38 – Whats going on in web2 and web3? 07:47 – Web3 pain points, solutions, KPIs, sources of truth 19:48 – Web2 vs. web3 vs. gamers vs. degens 25:04 – The publisher problem in web3 27:31 – The road to true cross-platform experiences 30:15 – Future Sight: The next 1-3 years in games marketing 33:44 – Closing remarks and sponsor message MORE GAMES MARKETING INSIGHTS AT WWW.UPPTIC.COM.