Key Takeaways:

• Crash games provide high volume but low player lifetime value
• Classic slots and live formats still offer better retention
• Innovative approaches are crucial for sustained affiliate success

Crash games have become a hot topic in the affiliate marketing sphere, promising wide reach and fast conversions. However, Valentyn Halchuk, Head of Business Development at Makeberry Affiliates, presents a sobering analysis of their true value.

At the recent Sempro Conf, Halchuk, who leads a team driving millions in monthly traffic, shared critical insights on the crash game phenomenon. While these games attract large player numbers, their quality and longevity often fall short of traditional casino offerings.

Chicken Road, a newcomer targeting Gen Z, exemplifies the quick-win strategy with clickbait creatives and aggressive bonuses. However, players typically drop off after 3-4 months, compared to 6-12 months for slot enthusiasts.

Plinko, a veteran in the crash segment, fares slightly better. Its simple mechanics and viral potential can attract higher-quality players, including VIPs when properly targeted. Yet, its emotion-driven design often results in shorter player lifecycles than classic slots.

Aviator games, popular in CIS and Tier 3 Asian markets, offer higher average stakes but face saturation challenges. Affiliates must constantly innovate to maintain profitability, as seen with BGaming's Avia Masters.

Halchuk suggests affiliates focus on seven segments that deliver better value and retention:

1. Classic and mainstream slots on Facebook
2. Live slots, particularly strong in India and Italy
3. Brand spoofing (high-risk but effective)
4. News-style creatives
5. Social casino games
6. Lotteries and scratch cards
7. Celebrity-themed creatives

While crash games may deliver impressive initial numbers, their long-term value remains questionable. Affiliates seeking sustainable success should consider a balanced approach, leveraging both innovative formats and proven classics like Plinko to maximize player retention and overall profitability.