I worked in data before getting into crypto. Long enough to know the hardest targeting problem isn’t lack of data. It’s the same user showing up under multiple identities in the same system.
The ads industry calls this identity fragmentation. One player uses an iPhone in the morning, a MacBook in the evening, and creates a new wallet when the old one gets locked. To normal analytics, those are three different people with three different behaviors. You could reward the same person three times without knowing it. Or worse, mark them as churned simply because they switched devices.
iOS 14.5 in 2021 broke a huge part of Meta’s targeting system when Apple killed IDFA. Facebook lost the thread connecting user behavior across apps. The estimated damage? Around $10 billion in ad revenue.
Pixels built an ID graph that connects wallet addresses, device fingerprints, and social identifiers into one unified profile. Not for surveillance. But so that when Stacked’s AI game economist asks “Is this player about to churn?”, the answer uses their full real behavior. Not just one fragmented slice from one device in one session.
Real example: A player logs in with Wallet A on mobile, then creates Wallet B on desktop for security. Without the ID graph, the system treats them as two new players and resets churn prediction to zero. With the graph, Wallet A’s full history follows to Wallet B. Reward targeting stays accurate.
This dataset wasn’t built from one airdrop. It came from 200 million real rewards given to real players over years.
I don’t know how many studios Stacked will onboard in the next 12 months. But any studio that integrates gets something they could never build quickly: a battle-tested identity layer trained on genuine gaming behavior. Not generic data bought from third parties.
That kind of layer takes years and millions of real users to create.
Pixels already has it.
So the real question is: which studios will be the first to plug in?