Mobile traffic in iGaming has long ceased to be limited to classic landing pages. More and more often, buyers are using PWA - a format that combines the functionality of a mobile application with the flexibility of a web page.
We spoke with the DApps team to understand how this technology works, what the launch looks like and what to pay attention to before starting.
To start with, how would you explain in simple terms what a PWA is and how it works in relation to mobile traffic?
Imagine that this is a kind of “chameleon”. Technically, it is just a mobile version of the site, which we have wrapped in a shell that looks like a regular application from the App Store or Play Market.
When the user follows your link, he gets to a landing page that offers to “Install the application”. He presses the button, and in a split second the icon appears on the phone’s desktop. That’s it, now he has an “application”, although he did not download anything from the official stores.
InferraPWAs are often confused with regular mobile apps in terms of traffic. In fact, they are more of a hybrid format — a combination of a web page and a mobile app that allows you to work with install mechanics without being placed in stores.
It is because of this flexibility that PWAs are actively used in verticals where classic apps can quickly fall under the restrictions of stores.
What does your PWA creation process look like: what is required from the client and what does he get in return?
We have everything set up so that the arbitrator does not waste time on technical routine. We understand that while you are setting up the service, traffic stops and money is lost. Therefore, the process is as linear as possible.
What is required from the client?
At the start, we only need three things from you, we take care of the rest:
- Offer Link: Where exactly should we direct the player within the PWA.
- Creatives/Design: If you have ready-made icons, screenshots (like in the stores) and the name of the application — great. If not — we have ready-made templates for gambling that have already been checked for accuracy.
- Postback Settings: So that you can see statistics on registrations and deposits in your tracker or DApps cabinet.
What do you get at the exit?
Own PWA page:
A stylish Install page that mimics the Google Play or App Store interface. The user sees the rating, reviews, and the “Install” button.
Permission system:
This is your “golden vein”. Even if the user has closed the tab, you can send them push notifications about new promotions or free spins.
Analytics:
In your DApps personal account you will see: how many people have visited, how many have installed the application, and who has registered.
How long does it take to launch a ready-made PWA and is technical knowledge required from the client?
Regarding technical knowledge: no, you don’t need to be a programmer. We specifically built the service so that the arbitrageur could assemble everything in the designer in a couple of clicks.
If you already have your hands full and have a link from an affiliate or a direct advertiser, then technically launching it with us, in DApps, takes from 5 to 15 minutes.
But let’s be honest: “just copy-paste” is when you’ve seen the internal code at least once and started traffic. If a person is “from scratch” and doesn’t know where to paste the link, then these 15 minutes will turn into an evening of Googling.
Therefore, to be as frank as possible, here’s where you really need to have an understanding of what you’re doing:
1. Postback
This is the base. You need to understand how to transfer the click_id from our PWA to your affiliate, and then return the deposit status back to us in DApps so that you can see the profit in your account.
2. Nuances of the deposit
You need to understand that PWA is not a magic button. You need to be able to:
- Go through moderation on Facebook (know which creatives are currently “fitting”).
- Understand which landing page is better at “pushing” the user into installing.
Technically, everything is ready. But arbitrage logic (where to pour, what to do and how to calculate the math) is no longer our parish. Without understanding the base in arbitrage, no service will help.
What are the most common mistakes you see clients make when they first launch?
We would highlight the top 4 pitfalls that almost all beginners fall into:
Crooked Postback:
Incorrectly written sub_id. As a result, the person is pouring traffic, the affiliate has depots, and zeros in the DApps cabinet or tracker. Analytics goes to the trash.
Bad creatives:
Using overly aggressive creatives that Facebook bans on the fly. PWA is not a panacea for cabinet bans, it is a tool for the life of the application.
Ignoring pushes:
They created a PWA, launched traffic, but did not configure the push funnel. This is a loss of 20-30% of profit, because pushes are a free return of a player who “fell off”.
Weak domain:
Using free or “garbage” domains. Google and FB do not like them.
Do I need separate tracking or additional analytics to work with PWA?
If you are just testing a niche, use our built-in analytics, it will be enough to understand whether traffic is coming. If you are already scaling and counting every cent, become Keitaro.
What are the main advantages of PWA compared to a classic landing page — and what limitations should be considered?
Advantages
Push notifications:
This is a killer feature. On a regular landing page, the user left — and you lost him forever (unless it’s a retargeting for money). In a PWA, he clicked “Install”, and now you can tell him about bonuses, free spins or promotions for free. This is +20-40% to your ROI.
Desktop icon:
The user perceives it as an application. Psychologically, trust in an “application” is higher than in just a page in a browser. He can return to the game in one click in a day or a week.
Full-screen mode:
When a PWA opens, there is no browser address bar. It looks like native software, nothing distracts the player from the “Deposit” button.
Survival:
Arbitrage landing pages are banned in droves. PWAs live longer due to smart cloaking and the specifics of the technology itself.
Regarding the limitations, you should know:
Additional click:
The user needs to click “Add to home screen”. This is a small obstacle, which is why our store-imitation landing page design is so important — so that a person does it automatically.
iOS specifics:
On iPhones, the installation process is a little more complicated (you need to click “Share” -> “Add to Home screen”).
Browser dependency:
PWA works through browser service workers. If the user entered through some specific “insta-browser”, the push notifications may not be subscribed the first time.
What advice would you give to people looking for PWAs or just starting out?
Don’t skimp on domains — this is the base.
Buying the cheapest “garbage” domain for $1 is a way to get banned in an hour. Take normal zones and warm them up. A normal domain lives 3-4 times longer and gives a better envelope, because it inspires trust in FB and Google.
Design is 50% of success.
The user must believe that he is in the App Store or Play Market.
Pushes are your “free” oil.
The biggest mistake is to simply launch traffic and fill it with a push funnel.
Start with Android.
On it, PWA is installed in one click, and pushes work more stably. iOS is fat traffic, but it’s more difficult to configure the user’s path there (you need to click “Share” -> “To the Home screen”). Start with Android, get your hands dirty, and then scale to iPhones.
Conclusion from Inferra Media
PWA has become one of the popular tools in working with mobile traffic in iGaming today. For buyers, it is a way to combine the flexibility of a web page with the mechanics of a mobile application: install-flow, desktop icon and the ability to work with push notifications.
But, like any tool in arbitrage, PWA is not a “magic button”. The service can simplify the technical part, but the result always depends on creatives, correct analytics, domains and understanding of the campaign economics.
That is why before launching it is important not only to prepare the infrastructure, but also to understand how the traffic funnel works and how to build further scaling.
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