Mobvista, the fast-growing Asian mobile ad-tech company, is announcing today that it has acquired Denmark-based GameAnalytics, a behavioral analytics platform for game developers.

The move underscores a global consolidation trend in the marketing technology and analytics industries that serve mobile app and game companies. The acquisition will help China’s Mobvista extend its international reach and help game developers simplify their businesses by providing an ad-tech platform that helps drive revenue and lifetime value. Mobvista said it chose GameAnalytics for its rich player insights, which complement Mobvista’s proprietary ad tech and unique native ad mediation service.

Terms of the deal were not disclosed. Guangzhou, China-based Mobvista is the largest mobile ad network company in Asia. The company is strong in Asia and in the area of non-gaming apps, while NativeX is strong in the West and in games. Mobvista previously acquired Minnesota-based NativeX for $25 million in cash in February.

Robin Duan, founder and CEO of Mobvista, said in a statement, “Acquiring GameAnalytics in Europe, like NativeX in the U.S., is helping us to rapidly develop a multi-dimensional, global ecosystem of mobile traffic. We’re confident that GameAnalytics’ best-in-class technology and 20,000-strong developer community will increase our mobile marketing solution’s effectiveness to the benefit of both the supply and demand sides.”

Post acquisition, GameAnalytics will continue to operate as an independent platform providing its core service, free analytics.

GameAnalytics CEO Luke Aviet said in a statement, “When I met Robin we quickly realized our companies shared similar visions for the mobile content and advertising industries. 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.”

GameAnalytics’ free analytics service platform for game developers is one of the largest in the world, with over 25,000 registered developers and more than 1 billion unique players tracked since launch. Currently, the platform maintains over 350 million monthly active users and 22,000 active games. Founded in 2012 by Danish serial entrepreneur Morten E. Wulff, GameAnalytics has received over $8 million in funding from Sunstone Capital and others.

Mobvista already reaches more than 10 billion daily impressions in 240 countries with its worldwide mobile ad network. Founded in 2013, Mobvista targets users in the billions on behalf of thousands of clients, with a significant focus on Southeast Asia. Mobvista ranked No. 3, following Facebook and Google AdWords, in the Global Android Power Ranking released in 2016 by AppsFlyer, a leading mobile analytics platform. Mobvista has more than 400 employees.