GamesAnalytics is now changing its name to DeltaDNA in its efforts use mobile metrics to help gaming companies improve player engagement, VentureBeat reported.
The rebranding seeks to provide particular gamers with personalized marketing messages to lower the costs of gaming firms in getting new players to their platform with the competition given by the surging number of apps available on the market, the report said.
Analytics services geared towards mobile game developers and publishers will still be provided by the London-based startup established in 2010. DeltaDNA Chief Executive Officer Mark Robinson, however, told VentureBeat's GamesBeat in an interview that they will also be rolling out its consulting business that seeks to help companies with their marketing initiatives. This process will also be done through a self-serve platform. Robinson likened the service which he dubs as "player relationship management" as akin to customer relationship management or CRM for games, the report said.
Robinson said in the interview, "We are developing techniques to really understand player behaviors. The industry is moving to a second phase of analytics, where we can deliver deeper insights from the data."
DeltaDNA will not only be giving measurement but will also provide gaming companies with what it calls an "insight module" to gain knowledge into the behavior of gamers. In addition, it will also provide an "engage module" so that players continue to get hooked to the game with personalized marketing messages sent their way in real time. As an example, DeltaDNA will forecast when a player is likely to stop playing and to encourage them to continue playing, DeltaDNA will provide freebies, the report said.
DeltaDNA provides game makers with free analytics but earns its revenues by asking for payment for its marketing tools. The startup, which has a workforce of 25 employees, secured $3 million for its financing round last summer that it utilized to hasten the shift in its operations.
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