Mobile analytics platform Whally has just closed a seed funding round led by Supercell investor London Venture Partners.

Inveready and Kima Ventures also took part, though the amount raised is as yet undisclosed.

Whally works by offering users free access to usage intelligence data, helping publishers to identify and access the most active players of mobile games.

Where's Whally?

"Mobile gaming market intelligence has been dominated by app store ranking and number of installs or downloads,” said CEO and co-founder Fred Thuard.

“As the market is getting more and more competitive, benchmarking a game, building a monetization strategy or acquiring users at high costs are getting more and more scientific. So we figured out that public data on scoring are a serious way to understand player engagement and track user behaviour daily.”

Indeed, it’s a frequent headline that UA costs are spiralling. According to a July report by Fiksu, publishers now spend on average $1.43 for each iOS install and $2.73 for every Android install.

To combat this, Thuard says “we decided to start analysing daily scores of nearly 380 million iOS players, posting daily more than 73+ millions scores in 12 countries within 20 categories of games on 190,000+ iOS mobile games.

“This is actually the largest set of data points tracked anonymously in the industry. This is all public data. So we ranked games by the number of daily players really scoring on leaderboards in our Whally Index. No SDK is required for usage analytics, rankings based on user engagement rather than marketing budgets, and free access to the data is now given to the community of mobile game publishers.”

Alongside the seed funding round, the Whally product has officially launched today. For more information, check it out at Whally.com.