Crash approaches: worth pouring in? Personal experience of Head of Affiliates Dragon Partners
Today we're chatting with the Head of Affiliates Dragon Partners.
⚡️ your experience with crash approaches? Does it pay off / not pay off?
- We have been buying crash traffic from In-App*, and for all the time we have been working with traffic in the CIS and RU markets, we have not seen any serious payback from crash games. Yes, such titles as Aviator or Minkee are still popular, but mostly in schematic traffic and on tier-1/tier-3. The audience from them is fast: plays aggressively but with minimal LTV.
- We focus on long-term monetization, high RTP and retention. Our offers prioritize slots, races, raffles - mechanics that really work for refunds and repeat deposits.
- For affiliates, crash traffic is cheap, but for us it is expensive. This traffic is of the same quality as in the schemes: non-paying players often come in - it is much more efficient and rational to invest money and effort in retaining users who come from slot approaches.
- The Affs are asking for a $35-40 crash bid, with us not favorable to give such a bid at all.
⚡️ How do you feel about the traffic if there is a mix of slots + crashes? Most of it is slot approaches (70/30, let's say).
- If the overall quality of traffic doesn't suffer from this, we don't mind. First of all, we look at the indicators for the flow as a whole.
- Let's backtrack a bit from crashes, sharing our experience with other approaches. The problem may arise rather in another case, if the same 30% come not to crash games, but to live games (roulette, baccarat, blackjack, etc.). Especially in the CIS market such traffic is often unstable in terms of LTV and may raise questions.
- Pure crash approaches are not our story. Better less hype, but more stable LTV and predictable analytics.
*I should note that RU traffic from In-app is generally expensive for products.
