Swrve enables developers to get real-time feedback on the behavior of gamers in social-and-mobile analytics games and apps. That business has enabled the San Francisco company to raise a new round of $6.25 million in funding.
Included in its offerings is the ability to test whether a feature is more popular than a slightly different one, an analytics technique known as A/B testing. Swrve has an easy-to-use dashboard that the company says makes it easy for people who aren’t data scientists to use powerful analytics tools that improve the consumer experience and monetization in a game. Hugh Reynolds (pictured), chief executive of Swrve, told us earlier this year that Swrve makes the extra step of helping developers visualize data and take actions based on that information.
Atlantic Bridge Partners and Intel Capital led the round. Swrve will use the money to expand in the mobile-gaming market and take its products into other global market categories. It will hire more sales, marketing, and engineering people and try to grow its global customers.
Swrve handles the data of more than 5 million players every day, and it is targeting a mobile monetization market that could be worth $2 billion by 2015.
“This funding round puts us in an outstanding position for growth,” said Reynolds in a statement. “Swrve already has a number of blue-chip clients experiencing outstanding return on investment from our product. We’re handling over a billion events per day, and we know the product has what it takes. We just need to tell the world. This funding gives us the opportunity to do just that.”
Overall, the company wants to make itself a one-stop shop for app analytics and monetization, allowing organizations to focus on improving the engagement that individuals have with apps. The investors say they’re pumped about what Swrve has accomplished so far. And Swrve says it is processing more than a billion events per day.
Brian Long of Atlantic Bridge said, “We know the team and know the heights they can reach. They have tapped into a massive market opportunity with an amazing platform and have already successfully validated the service with some of the largest players in the industry. Our decision to invest was an easy one, and we are looking forward to supporting the team in creating something truly world-class.
Meanwhile, Lisa Lambert, vice president at Intel Capital, said, “Analytics are a key element of the modern application landscape, and we expect mobile-application developers as well as online-game and in-app store operators to find increasing value in Swrve’s analytics services.”
Swrve is also announcing a new offering dubbed the Swrve Campaign Tracker. The product is part of Swrve’s overall service, and it lets game developers track ROI on how much they’re spending to acquire new patrons. They can sort the details by source, individual campaign, and any date range. As consumer-acquisition costs rise for mobile games, judging the effectiveness of campaign spending is crucial to decisions that affect whether a title is profitable or not.
“It’s no longer good enough to simply pay a fixed sum for a certain number of new users,” said Reynolds. “Campaign Tracker finally enables our customers to know how valuable each customer is — and as a consequence, which sources and campaigns are paying their way.”
Reynolds and chief technology officer Steve Collins founded Swrve in 2011. It has 30 employees. Rivals include MixPanel, Flurry, and Kontagent. Among the customers are Activision Blizzard. The company previously raised $4.7 million in funding from SV Angel, Mantis Group, and Intel Capital.