Western market intelligence outfit Newzoo has announced it has received a strategic investment from TalkingData.

The moves sees the Chinese company, which describes itself as "China's largest independent Big Data service platform", taking a minority equity stake in Newzoo.

Newzoo's co-founders Thijs Hagoort and Peter Warman continue to jointly retain the majority shareholding in the company.

TalkingData offers clients mobile analytics, ad tracking, market intelligence and industry consulting, while Amsterdam-based Newzoo follows more of a traditional market intelligence and consulting role, with a particular focus on games and mobile.

Two-way street

The results of the deal will see Newzoo handling TalkingData services outside of China.

In reverse, TalkingData will help Newzoo, which has an office in Shanghai, accelerate its growth in China.

In additional, the companies will work together to produce and market their joint monthly China Mobile Games Monitor, which seeks to cast a light on trends within the often opaque Chinese mobile games market.

As with all mobile activity, Newzoo will run the monitor through its new Newzoo Mobile division.

"Newzoo and TalkingData are highly complementary in terms of data, expertise and geographical reach and working together closely will greatly strengthen both our companies and also benefit our respective clients," commented TalkingData CEO Leo Cui.

"We believe the importance of China as a market and mobile as a segment is only going to increase, so we are very pleased to be have found a strategic investor with exceptional expertise in both of these areas. We could not have wished for a better strategic fit," added Newzoo CEO Peter Warman.