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iQU Acquires Cross-Platform Game Analytics Company HoneyTracks

Dutch games marketing firm iQU and Munich-based games analytics firm HoneyTracks announced today that they have reached an agreement for iQU to acquire HoneyTracks for an undisclosed sum. iQU’s acquisition of HoneyTracks reinforces its commitment to provide game developers and publishers with a complete package of real-time solutions across the entire acquisition, retention and monetization (ARM) funnel. The fusion of both companies will create the games industry’s most powerful performance marketing and real time analytics solution. The company will now be able to provide an understanding of how each key component within a game is performing across all channels and, by definition, having a direct positive impact on clients’ marketing ROI and portfolio value.

Since its founding 3 years ago, iQU has been focused on helping game developers and publishers increase the monetary value of their games focusing on effective player acquisition. Currently the iQU platform handles more than 250 games and helps its clients to interact with more than 70 million gamers per month. Since iQU’s founding the company has delivered more than 1 billion US dollars of revenues for its clients.

HoneyTracks has built the most comprehensive, SaaS-based, big-data analytics solutions package for games across iOS, Android, Windows Mobile, social, browser and PC/Mac client-based titles. Their cloud platform with advanced user event sensors tracks the player’s entire journey, efficiently processing massive amounts of in-game and external data to provide over 100 actionable metrics in real-time, enabling developers to optimize monetization and profitability of games.

By joining forces, iQU and HoneyTracks will now have the sales and marketing organisation to increase penetration within the developer community, the ability to provide additional services to help developers understand their analytics, and the resources to aggressively scale up software development to speed up the delivery of new products.

Reinout te Brake, iQU’s Founder, said: “The total games market is estimated to be approximately $70-80 billion annually and growing rapidly. There are hundreds of thousands of active game developers and so the competition for the right players is intense. With the HoneyTracks acquisition our clients will now have the ability to view the performance of all their acquisition channels, tweak game mechanics based on deep analytics, launch targeted cross-channel marketing campaigns, and can assess results immediately.”

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