Join gaming leaders online at GamesBeat Summit Next this upcoming November 9-10. Learn more about what comes next.
Activision Blizzard’s King mobile game division has acquired analytics and engagement firm Omniata, GamesBeat has learned. No purchase price was disclosed.
The deal is consistent with King’s practice of using internal analytics and marketing as much as possible to promote its games, such as Candy Crush Saga. Those games have been played by billions of people, but King needs a constant flow of data to figure out how to best acquire new users.
In a statement, a spokesperson for King said in response to a query, “We can confirm we have acquired Omniata. It’s a great team and a proven platform that will add to King’s analytical and technology capabilities.”
Once it has the users, King needs to figure out which players are likely to make purchases in its free-to-play games, where only a small percentage usually pays. Then it targets those who pay or don’t pay with different kinds of incentives to encourage them to spend more. Omniata is one of the companies that helps game companies figure that out.
Three top investment pros open up about what it takes to get your video game funded.
Omniata was founded by Alex Arias, its CEO. Back in 2014, when the company came out of stealth mode, he announced that the company was processing 190 billion events per month for game and app developers, helping companies understand their users and why they were playing or dropping out.
In 2014, Omniata disclosed it had raised $6.8 million. The investors included Nordic venture capital firm Creandum, which was the first institutional investor in Spotify, and Sigma West.
GamesBeatGamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. How will you do that? Membership includes access to:
- Newsletters, such as DeanBeat
- The wonderful, educational, and fun speakers at our events
- Networking opportunities
- Special members-only interviews, chats, and "open office" events with GamesBeat staff
- Chatting with community members, GamesBeat staff, and other guests in our Discord
- And maybe even a fun prize or two
- Introductions to like-minded parties