News

iQU and HoneyTracks join forces to deliver next generation marketing

Analytical partnership

Date Type Companies involved Size
August 13th, 2014 acquisition HoneyTracks
iQU
Not disclosed
iQU and HoneyTracks join forces to deliver next generation marketing

Dutch marketing outfit iQU has announced the acquisition of German analytics firm, HoneyTracks.

iQU aims to work with HoneyTracks to help game developers and publishers get real-time analytics information, giving them the tools they need to make more money, attract the right players, and boost revenue.

The Dutch company now believes it can deliver a complete analytical package by helping its clients understand the performance of key components such as player cohorts, virtual goods, and level progression.

Tough competition

Reinout te Brake, founder of iQU, believes the HoneyTracks acquisition is a necessary step given the highly competitive, costly nature of the mobile market.

“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,” explained te Brake.

“Acquiring quality players can be quite expensive for developers, particularly on mobile, and not many are generating a positive return on marketing spend."

IQU's focus is on 'next generation marketing'

The combined company expects to have hired 8 new staff members by September, taking its total employee count from 32 to 40.

Of course, te Brake believes such growth is necessary if the firm hopes to deliver truly world class monetisation solutions.

“With HoneyTracks, We are building on our core vision to bring greater marketing accountability and player insights to our clients," said te Brake.

"They 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.”

[source: VentureBeat]

What do you call someone who has an unhealthy obsession with video games and Sean Bean? That'd be a 'Chris Kerr'. Chris is one of those deluded souls who actually believes that one day Sean Bean will survive a movie. Poor guy.