ENTER
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
1
13.04.2023 Etienne Belmar
Affiliates: What is the Story?
2
• User acquisition in browser and mobile
• Competitive games industry
• High CPL costs
• Multitude of affiliates
How do you know which partners to select?
13.04.2023 Etienne Belmar
Selection Criteria
3
• Size of partners
• Browser or mobile?
• Partner performance
• Target market
13.04.2023 Etienne Belmar
Performance Indicators
4
• Registration to active/paying users
• ARPU / ARPPU
• Lifetime value
• ROI
Are we missing anything?
13.04.2023 Etienne Belmar
What About Fraud?
• Affiliates are prone to fraud
• Generating fake leads cost games companies money
• Negative ROI for merchants
5
13.04.2023 Etienne Belmar
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
6
13.04.2023
How can Fraud be Prevented?
• Device check
• IP checks• Number of registrations
• Computer generated E-Mails
• Computer generated user names
Etienne Belmar 7
13.04.2023
Other Possible Methods
• Fake domains
• E-Mail providers
• Time of Registration / time zones
• Web hosting
Etienne Belmar 8
13.04.2023 Etienne Belmar
Web Hosting
Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid [email protected] 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play [email protected] 05.01.2013 14:47:39 x5.49.68.19xyalah3 [email protected] 25.01.2013 13:32:32 x5.49.68.19x
مجریان علیرضا [email protected] 29.01.2013 19:48:18 x5.49.68.19xzahed6 [email protected] 10.01.2013 22:28:09 x5.49.68.19xdlgosha [email protected] 11.01.2013 19:03:38 x5.49.68.19xssbcivil [email protected] 13.01.2013 08:03:03 x5.49.68.19xmardin25 [email protected] 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB [email protected] 26.01.2013 17:31:20 x5.49.68.19xdavoodo [email protected] 28.01.2013 22:11:39 x5.49.68.19xsahand3030 [email protected] 29.01.2013 22:06:38 x5.49.68.19xsahandino [email protected] 29.01.2013 22:43:56 x5.49.68.19xshima3 [email protected] 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU [email protected] 04.01.2013 00:37:52 x5.49.68.19xalimetal [email protected] 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ [email protected] 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 [email protected] 31.01.2013 19:54:24 x5.49.68.19xlovee96 [email protected] 19.01.2013 02:53:22 x5.49.68.19xham089 [email protected] 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 [email protected] 08.01.2013 23:12:04 x5.49.68.19xfthjsr [email protected] 11.01.2013 06:34:21 x5.49.68.19xwwwsoly [email protected] 12.01.2013 13:16:42 x5.49.68.19xalireza807 [email protected] 31.01.2013 19:04:20 x5.49.68.19xmaryam04 [email protected] 03.01.2013 04:22:27 x5.49.68.19xZed2012 [email protected] 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay [email protected] 30.01.2013 13:11:49 x5.49.68.19xÎic [email protected] 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame [email protected] 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 [email protected] 12.01.2013 17:18:32 x5.49.68.19xsadid [email protected] 02.01.2013 21:08:00 x5.49.68.19xAfii [email protected] 12.01.2013 20:27:23 x5.49.68.19x
9
Hosting company in the east coast of the US.
13.04.2023 Etienne Belmar
Comparing other data
Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid [email protected] 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play [email protected] 05.01.2013 14:47:39 x5.49.68.19xyalah3 [email protected] 25.01.2013 13:32:32 x5.49.68.19x
مجریان علیرضا [email protected] 29.01.2013 19:48:18 x5.49.68.19xzahed6 [email protected] 10.01.2013 22:28:09 x5.49.68.19xdlgosha [email protected] 11.01.2013 19:03:38 x5.49.68.19xssbcivil [email protected] 13.01.2013 08:03:03 x5.49.68.19xmardin25 [email protected] 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB [email protected] 26.01.2013 17:31:20 x5.49.68.19xdavoodo [email protected] 28.01.2013 22:11:39 x5.49.68.19xsahand3030 [email protected] 29.01.2013 22:06:38 x5.49.68.19xsahandino [email protected] 29.01.2013 22:43:56 x5.49.68.19xshima3 [email protected] 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU [email protected] 04.01.2013 00:37:52 x5.49.68.19xalimetal [email protected] 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ [email protected] 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 [email protected] 31.01.2013 19:54:24 x5.49.68.19xlovee96 [email protected] 19.01.2013 02:53:22 x5.49.68.19xham089 [email protected] 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 [email protected] 08.01.2013 23:12:04 x5.49.68.19xfthjsr [email protected] 11.01.2013 06:34:21 x5.49.68.19xwwwsoly [email protected] 12.01.2013 13:16:42 x5.49.68.19xalireza807 [email protected] 31.01.2013 19:04:20 x5.49.68.19xmaryam04 [email protected] 03.01.2013 04:22:27 x5.49.68.19xZed2012 [email protected] 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay [email protected] 30.01.2013 13:11:49 x5.49.68.19xÎic [email protected] 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame [email protected] 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 [email protected] 12.01.2013 17:18:32 x5.49.68.19xsadid [email protected] 02.01.2013 21:08:00 x5.49.68.19xAfii [email protected] 12.01.2013 20:27:23 x5.49.68.19x
10
No English E-Mails or names are found in these cases, all leads are still sold as US leads.
13.04.2023 Etienne Belmar
Global Fraud Check
Global KPIs:
• Out of Market IP - 15%
• Reg2active - < 5%• Reg2pay - < 0.1%
• ROI - Positive
11
13.04.2023 Etienne Belmar
Individual Fraud Check
• IP Ranges/Proxy/Hosts – 40%
• E-Mail/Domains – 20%
• User Name – 20%
• Device Fingerprinting / Other – 20%
12
13.04.2023 Etienne Belmar
Things to Develop In-House
• Hire an Affiliate Fraud Manager
• Data mining
• Blacklisting
• Rule sets
13
13.04.2023 Etienne Belmar
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
14
13.04.2023 Etienne Belmar
Tools to Outsource
• External security software
• Dedicated affiliate fraud software (FraudLogix)• Total software solution (Kount, Accertify, ThreatMetrix)
• External blacklist
15
13.04.2023 Etienne Belmar
Wrap-Up
• Know your KPIs
• Question suspicious activity
• Internalize or externalize if necessary
• Increase company profitability
16
13.04.2023 Etienne Belmar
Etienne Belmar Senior Fraud Manager@InnoGames GmbH [email protected] +49 40-7889335-134
17
T H A N K Y O U