Luke Talk About Upcoming Stacked App
The Metric That Changed Everything: Return on Reward Spend
Pixels reframed incentives as spend, not marketing hype.
Return on Reward Spend (RORS):
$1 in rewards → $0.20–$0.30 returned early on
Improved over time as monetization matured
The system worked — until fraud scaled faster than content.
Fraud Is Not a Side Problem — It Is the Problem
Modern farming operations are industrial:
Real hardware
Anti-detect browsers
VPNs and spoofed fingerprints
Bottom-up bot detection does not scale.
Key lesson: Any reward system that assumes “we’ll just detect bots” is already dead.
The Pivot: Identifying Intent, Not Bots
Pixels shifted from device detection to behavioral intent modeling:
What actions is the user optimizing for?
What is their likelihood of becoming net-positive?
What downstream behavior follows a reward?
At this point, rewarded play stops looking like game design — and starts looking like modern advertising infrastructure.
Why Rewarded Play Is Still the Biggest Opportunity
Rewarded play works only when treated as a system, not a blunt tool.
It requires:
Targeting (right user, right moment)
Pricing (minimum effective reward)
Attribution (what did the reward actually cause?)
Fraud resistance by design, not detection
In other words: Rewarded play must behave like modern ad tech.
Why “Crypto Rewards” Underperform Real Money Rewards
Market testing revealed a critical insight:
Ads mentioning crypto performed 5–10x worse
Mainstream users associate crypto with risk and confusion
The solution isn’t abandoning crypto — it’s hiding the mechanism while keeping the utility.
The Path Forward: Chubkins + Stacked
Chubkins — Web2-First Consumer Product
Mobile virtual pet game
Proven free-to-play comparables
Focused on fun and monetization first
Stacked — Rewarded Play as Infrastructure
A B2B2C platform providing:
SDK integration
Dynamic reward pricing
Attribution and incrementality
Fraud-resistant incentive design
The goal:
Put $1 in. Get $1.50 out — through data, not hype.
Why Pixels Is Positioned to Win
Pixels has structural advantages:
Operated rewarded play at real scale
Learned failure modes early
Web2-first execution mindset
Data science as the core moat
First-party + third-party feedback loops
This isn’t theory — it’s scar tissue.
