Adam Jaffe opens up about Playtika’s Playground affiliate program

Late last year, Slotomania developer Playtika launched its new affiliate program, Playground. We recently sat down with Playtika’s User Acquisitions Group Leader Adam Jaffe to talk about Playground and how it’s furthering Slotomania’s presence in the social games space.

Playground is Slotomania’s new program allowing affiliates and media partners the ability to pull tracking links and banners, check on campaign results and review status payments. It’s described to us as a “one stop shop” for people looking to make money by sending players over to Slotomania.com.

The program pays out based on two different models: CPA and revenue sharing. A CPA is described as “anyone who makes a first time transaction through Slotomania.com.” For CPAs, Playtika pays on a graduated scale based on each first time deposit (FTD). As FTDs are made, the system keeps track and adjusts the payouts based on volume and time period.

With revenue sharing, every new affiliate who chooses this option receives an increasing portion of revenue. According to Jaffe, “For the first month we are going to give 80 percent rev-share, the second month 60 percent, the third month 40 percent.  Then, depending on the quality of the traffic the fourth month, the rate will be adjusted accordingly.”

When asked if there are qualifications for higher payouts, Jaffe is unwilling to go into details but says, “our affiliates drive our business forward and as such we want to make sure that everyone shares in the success and are happy to lay out terms that properly compensate and reward affiliates for the vital role they play in growing our business.”

We’ve seen programs like this before, but typically from social casino games with real-money gaming connections, as we detailed when we interviewed Robert Melendres about what IGT was doing with DoubleDown Casino. Slotomania, however, isn’t a real-money social casino game, but the affiliate program is open to both real money and non-real money operators. Jaffe tells us this is because, “We are looking for quality traffic regardless of its source.  We launched this affiliate program to create a place where affiliates could easily join and promote with one of the strongest brands in the social gaming space.”

Playtika tells us it didn’t establish Playground due to increasing user acquisition costs (which we’ve heard have been skyrocketing lately, causing more small developers to partner with larger groups for affiliate and publishing programs). “Building Playground had nothing to do with rocketing media costs,” Jaffe explains. “The affiliate program is not just a place for managing your media sources; it also gives small affiliates and publishers, who you would normally never sign into your program due to lack of resources, a simple and effective way to promote your games without you needing to manage them.  The self-service aspect of our affiliate program means that Playtika is recruiting new affiliates and publishers while we sleep.”

Playtika’s courting game operators with its Playground program, which makes sense since people who play one slots game are likely to enjoy another. The key to doing this successfully, though, is to differentiate Slotomania from other games. This is something Playtika actively pursues in a number of ways: “The best way is just to keep making amazing looking slots games.  We speak to and get feedback from our users, we release new features and we understand the need to keep adding additional features.  We strive to keep offering our players new challenges and experiences that will keep them engaged.”

At the moment, Playtika’s traffic isn’t exactly hurting. Slotomania is currently tied for the No. 14 spot amongst the top 25 Facebook games by daily active users (the best measurement of a title’s core audience). Our AppData traffic tracking software shows Slotomania is holding at 2.1 million DAU and has a DAU over MAU ratio of 33.8 percent (a game is considered healthy when it has a DAU/MAU rate greater than 15 percent). However, the developer doesn’t seem to have turned the program up to full strength yet, as Playtika hasn’t announced any partners for Playground yet.

Anyone who’s interested in joining Playground as an affiliate can sign up and/or learn more at the program’s official website.

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