One of Asia’s top mobile ad tech companies, Mobvista, is to take over a European behavioural analytics platform for game designers in a bid to build on its existing tech set.
Mobvista’s acquisition of GameAnalytics is part of the company’s international footprint expansion strategy and follows the purchase of mobile ad platform NativeX in the US earlier this year.
As stated by Mobvista’s CEO and founder, Robin Duan, the latest move will help develop a “multi-dimensional, global ecosystem” of mobile traffic.
For developers, the merge of GameAnalytics’ leading tech and insight and Mobvista’s unique native ad mediation service will create a one-stop shop to drive revenue and maximise lifetime value from players.
As it stands, the latter’s global mobile advertising network captures over 300 billion impressions daily from integrated ad spots and sites across 240 countries and regions. In the 2016 Appsflyer Performance Index, which rates the top 25 media sources in iOS and Android, Mobvista topped the list in Asia and came third worldwide, following Facebook and Google AdWords.
GameAnalytics’ free service platform for game developers currently boasts over 25,000 registered developers and more than one billion unique players.
The rich player insight appears to be one of the things that attracted Mobvista into a buy, and the company is expecting the platform’s tech and strong developer community to boost the effectiveness of its mobile marketing solutions.
“By combining the best monetisation platform with powerful in-game behaviour analytics, we can ensure the right ad is pushed to the right audience at the right time,” stated Morten Wulff, the founder of GameAnalytics.
The ambitious vision is shared, as highlighted by words from GameAnalytics’ CEO Luke Aviet.
“Since our businesses were global by design and had rapidly risen to market leading positions, the synergies were obvious. The combined services of each company will significantly increase the appeal to developers, publishers, and advertisers across the world.”
Terms of the deal have not been disclosed, but GameAnalytics says it will carry on as an independent platform in the aftermath.