etienne belmar affiliate fraud in browser and mobile gce2014

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Affiliate Fraud in Browser and Mobile

By Etienne Belmar

13.04.2023 Etienne Belmar

• 130+ millions registered users

• Cross-platform games

• Free-to-play business model

• Offers 47 payment methods

• Worldwide audience

Company Overview

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Affiliates: What is the Story?

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• User acquisition in browser and mobile

• Competitive games industry

• High CPL costs

• Multitude of affiliates

How do you know which partners to select?

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Selection Criteria

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• Size of partners

• Browser or mobile?

• Partner performance

• Target market

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Performance Indicators

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• Registration to active/paying users

• ARPU / ARPPU

• Lifetime value

• ROI

Are we missing anything?

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What About Fraud?

• Affiliates are prone to fraud

• Generating fake leads cost games companies money

• Negative ROI for merchants

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Negative Impact

• Double payouts

• Affiliate Partner credibility

• Good performing affiliates will have 5% fraud or less• Bad performing affiliates can have 15% fraud or more

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How can Fraud be Prevented?

• Device check

• IP checks• Number of registrations

• Computer generated E-Mails

• Computer generated user names

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Other Possible Methods

• Fake domains

• E-Mail providers

• Time of Registration / time zones

• Web hosting

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Web Hosting

Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19xyalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x

مجریان علیرضا mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19xzahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19xdlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19xssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19xmardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19xdavoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19xsahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19xsahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19xshima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19xalimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19xlovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19xham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19xfthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19xwwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19xalireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19xmaryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19xZed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19xÎic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19xsadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19xAfii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x

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Hosting company in the east coast of the US.

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Comparing other data

Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19xyalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x

مجریان علیرضا mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19xzahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19xdlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19xssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19xmardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19xdavoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19xsahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19xsahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19xshima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19xalimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19xlovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19xham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19xfthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19xwwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19xalireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19xmaryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19xZed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19xÎic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19xsadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19xAfii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x

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No English E-Mails or names are found in these cases, all leads are still sold as US leads.

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Global Fraud Check

Global KPIs:

• Out of Market IP - 15%

• Reg2active - < 5%• Reg2pay - < 0.1%

• ROI - Positive

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Individual Fraud Check

• IP Ranges/Proxy/Hosts – 40%

• E-Mail/Domains – 20%

• User Name – 20%

• Device Fingerprinting / Other – 20%

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Things to Develop In-House

• Hire an Affiliate Fraud Manager

• Data mining

• Blacklisting

• Rule sets

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Other Things to Consider

• E-Mail confirmation (Hard-bounce check)

• Review amount of logins and minimum play time

• Cross-check the leads between different products

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Tools to Outsource

• External security software

• Dedicated affiliate fraud software (FraudLogix)• Total software solution (Kount, Accertify, ThreatMetrix)

• External blacklist

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Wrap-Up

• Know your KPIs

• Question suspicious activity

• Internalize or externalize if necessary

• Increase company profitability

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Etienne Belmar Senior Fraud Manager@InnoGames GmbH etienne.belmar@innogames.com +49 40-7889335-134

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T H A N K Y O U