EXCLUSIVE Interview with Wargaming: Gaming Industry Through the Lens of Masters
We are so excited to present our new exclusive material you will definitely like – an interview with one of the largest gaming companies in the industry – Wargaming!
Famous for their most popular massive masterpiece, World of Tanks and World of Warships, this company can boast of being a leading game developer and publisher worldwide.
We have discussed Wargaming’s experience with affiliate marketers, the peculiarities of their product promotions, their traffic preferences, and so much more! Dive in!
Talking about Affiliate Marketing…
Q: So, we suppose Wargaming works with a wide network of affiliates. What strategies have proven most successful in driving user acquisition through affiliate channels?
Wargaming: Wargaming collaborates with a diverse network of affiliates, including media buyers, gaming website owners, platforms, networks, and coupon websites. Since each partner drives traffic from different sources, the strategies for user acquisition vary accordingly.
One of the most effective approaches is offering attractive bonuses to new players upon registration.
A good welcome bonus makes players feel valued and gives them a reason to take that first step into the game. Another powerful tactic is showcasing engaging gameplay videos and overviews.
When potential players see what to expect – whether it’s epic battles, stunning visuals, or strategic depth – it builds excitement and confidence in trying out the game.
Q: How do you evaluate the quality of traffic driven by affiliates? What metrics are most important to you?
Wargaming: We primarily work on a CPA model, where registration is the paid event. This model is more convenient for partners and provides them with valuable data for optimizing their campaigns. However, our top priority is not just registrations but active players.
To evaluate the quality of traffic, we focus on conversion rates (CR) from registration to active player and the cost of acquiring an active player. We analyze these metrics by source and country, allowing partners to identify where they can scale their traffic or where optimization is needed.
Moreover, we offer partners the ability to set up additional postbacks for in-game events, enabling them to monitor performance and conversion rates in real time. Some affiliates even choose to work on a CPA basis for in-game events (such as logins or active players), ensuring they optimize their campaigns for the most relevant audience while securing higher payouts.
The second most important metric is ROI. It’s more of a long-term one; we surely don’t expect much from new launches. But no or very low ROI for a couple of months is an indicator to double-check the partner’s traffic more carefully,
Q: Are there specific regions or demographics where affiliates are more successful in promoting Wargaming products?
Wargaming: Our affiliate program operates worldwide, and last year, our partners generated traffic from over 150 countries. However, both World of Tanks and World of Warships have their strongest markets, making them ideal starting points for our new affiliates.
For World of Tanks, Europe is the key region, with the highest penetration and brand awareness in Poland, Germany, Hungary, the Czech Republic, and Slovakia. On the other hand, World of Warships performs exceptionally well in North America and Asia, particularly in the United States, Japan, South Korea, and France.
So, no matter what geos partners prefer to start with, we most likely have a product that can fit best.
And for experienced affiliates looking for a challenge, there is always an opportunity to explore more complex regions, such as Australia or the Nordic countries.
Q: Can you share any innovative affiliate campaigns that stood out for their creativity or performance?
Wargaming: We offer around 40 different affiliate offers, each with unique payout structures, paid events, and dedicated landing pages. Our affiliate managers are always available to provide guidance and recommend the best opportunities based on current trends and performance data.
One of our most innovative campaigns lately was the launch of a cross-product offer that combined World of Tanks and World of Warships on a single landing page. This approach allowed users to choose which game they wanted to play, significantly expanding audience reach and driving higher conversion rates for our affiliates.
Advertising & Media Buying
Q: Which traffic sources do you find the most effective for the gaming industry?
Wargaming: Our affiliates successfully leverage a variety of traffic sources, making almost any type of traffic work.
As a gaming company, we naturally collaborate with gaming-related sources and websites, as they provide the most relevant and targeted audience. However, their capacity is limited, and we can’t keep the same volumes of new players forever.
This is where media buying comes into play. Thanks to media buyers and traffic platforms, we can reach a much broader audience across the internet.
This enables us to target different geos and demographics, scale campaigns effectively, test creatives, and continuously optimize performance. And the traffic volumes seem to be endless as new sources are added to the platforms all the time.
Q: Have you experimented with ad formats like Push, Onclick, or Interstitial? If yes, can you share your impressions and results, please?
Wargaming: We are always eager to test new ad formats to enhance our results.
Onclick has shown particularly strong performance. The key reason is that it delivers an immediate impact, users are taken directly to a dynamic gameplay landing page that captures their attention from the start. Many other formats are either too small, too static, or both, making it difficult to showcase our games effectively.
Push notifications, on the other hand, present more challenges. Unlike Onclick, they are not as visually engaging, and since our games are heavily centered around graphics and action, text-based formats tend to be less effective.
Final Thoughts and Advice for Readers
Q: What advice would you give to affiliate marketers and brands looking to partner with game developers in 2025 and beyond?
Wargaming: Our best advice? Just go for it!
There are countless opportunities for all types of partners, including affiliate programs, content creator initiatives, and cross-promotions. The key is to take the first step – reach out and give it a try.
People have always loved games, and their popularity keeps growing, ensuring a vast and diverse audience. So we strongly believe the niche is here to stay, and it’s worth the effort.
Moreover, working with your favorite gaming company is not just a dream come true, but it can also be an exciting and rewarding experience. Affiliates not only receive payouts but may also gain access to exclusive perks such as branded merchandise or even in-game rewards.
At Wargaming, we are always open to new applications for our affiliate program. If you’re passionate about gaming and looking to partner with an industry leader, we’d love to hear from you!
And we, at PropellerAds, always have plenty of top-notch traffic for your offers and products – in the gaming industry and far beyond!
Join our Telegram for more insights and share your ideas with fellow-affiliates!
