This document discusses strategies for identifying and preventing affiliate fraud in the mobile gaming industry. It provides tips for game companies to evaluate affiliate partners and detect fraudulent user registrations. Key metrics like registration to activation and payment conversion rates are recommended to track affiliate performance and identify suspicious patterns. Checking user details like IP addresses, emails and timestamps can also help reveal fake or computer-generated leads. Hiring a dedicated fraud manager and using security software are presented as ways for companies to internalize fraud prevention efforts.

2. • 130+ millions registered users
• Cross-platform games
• Free-to-play business model
• Offers 47 payment methods
• Worldwide audience
1

3. • User acquisition in browser and mobile
• Competitive games industry
• High CPL costs
• Multitude of affiliates
How do you know which partners to select?

4. • Size of partners
• Browser or mobile?
• Partner performance
• Target market

5. • Registration to active/paying users
• ARPU / ARPPU
• Lifetime value
• ROI
Are we missing anything?

6. • Affiliates are prone to fraud
• Generating fake leads cost
games companies money
• Negative ROI for merchants

7. • Double payouts
• Affiliate Partner credibility
• Good performing affiliates will have
5% fraud or less
• Bad performing affiliates can have
15% fraud or more

8. • Device check
• IP checks
• Number of registrations
• Computer generated E-Mails
• Computer generated user names

9. • Fake domains
• E-Mail providers
• Time of Registration / time zones
• Web hosting

10. Name E-Mail-Adresse Registrierungsdatum IP-Adresse
FighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19x
joojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19x
yalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x
علیرضا مجریان mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19x
zahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19x
dlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19x
ssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19x
mardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19x
RulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19x
davoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19x
sahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19x
sahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19x
shima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19x
AdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19x
alimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19x
FighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19x
maedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19x
lovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19x
ham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19x
jimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19x
fthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19x
wwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19x
alireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19x
maryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19x
Zed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19x
Mona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19x
Îic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19x
Esy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19x
NAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19x
sadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19x
Afii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x
Hosting company
in the east coast
of the US.

11. Name E-Mail-Adresse Registrierungsdatum IP-Adresse
FighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19x
joojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19x
yalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x
علیرضا مجریان mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19x
zahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19x
dlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19x
ssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19x
mardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19x
RulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19x
davoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19x
sahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19x
sahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19x
shima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19x
AdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19x
alimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19x
FighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19x
maedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19x
lovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19x
ham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19x
jimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19x
fthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19x
wwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19x
alireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19x
maryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19x
Zed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19x
Mona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19x
Îic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19x
Esy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19x
NAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19x
sadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19x
Afii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x
No English E-Mails
or names are found
in these cases, all
leads are still sold
as US leads.

12. Global KPIs:
• Out of Market IP - 15%
• Reg2active - < 5%
• Reg2pay - < 0.1%
• ROI - Positive

13. • IP Ranges/Proxy/Hosts – 40%
• E-Mail/Domains – 20%
• User Name – 20%
• Device Fingerprinting /
Other – 20%

14. • Hire an Affiliate Fraud Manager
• Data mining
• Blacklisting
• Rule sets

15. • E-Mail confirmation
(Hard-bounce check)
• Review amount of logins and
minimum play time
• Cross-check the leads between
different products

16. • External security software
• Dedicated affiliate fraud software
(FraudLogix)
• Total software solution
(Kount, Accertify, ThreatMetrix)
• External blacklist

17. • Know your KPIs
• Question suspicious activity
• Internalize or externalize if necessary
• Increase company profitability

18. Etienne Belmar
Senior Fraud Manager@InnoGames GmbH
etienne.belmar@innogames.com
+49 40-7889335-134
T H A N K
Y O U