GamesAnalytics to unlock value of gamer data and maximise developer income

If the freemium model continues to be a major mobile revenue driver, the developers who adopt it best need to know what they're dealing with.

That's the rationale behind the launch of GamesAnalytics a firm designed to provide the data needed for developers to decide whether to charge up front, or maximise the income they take from the sale of in app purchases.

The data base

Set up by former I-play man Chris Wright, GamesAnalytics operates on the idea that studios can only fully take advantage of the either model if they understand what consumers are looking for.

As such, data on player activity can be the difference between serving up an in-app purchase most ignore, and one that triggers a major rise in revenues.

"Games are now a service, provided digitally, on demand," said CEO Wright.

"Experiences range from casual, social Facebook games, to complex online virtual worlds and MMOs. These games are paid for in a variety of ways, from traditional upfront payments, to subscriptions, micropayments for virtual goods and free-to-play.

"The key to all this is data; companies need to quickly understand and effectively respond to the massive amounts of player information they are gathering. The companies that get this right are the ones that will succeed in this new and exciting future."

Player power

Wright attests that GamesAnalytics data mining tools lay out the information developers need to target consumers efficiently.

"Our services unlock the true value of player data and maximise revenue for games companies by providing state-of-the-art real-time behaviour analytics and predictive modeling to deliver individually targeted in-game marketing," Wright added.

"Our products, coupled with our experience and passion for the games industry will increase revenue, the number of paying players, ARPU, player satisfaction and retention."

Those looking to sample what GamesAnalytics has to offer are advised to check out the firm's stand at GDC 2011, which kicks off in San Francisco on February 28.

[source: GamesAnalytics]