Mobile advertising platform Vungle has recently announced the acquisition of GameRefinery. The primary target of the acquisition being GameRefinery’s Game Intelligence platform, a service which helps point developers to optimal user retention and monetisation through a series of insights.
Previous GameRefinery clients include Zynga, King, Rovio, and Ubisoft, and the company has compiled contextual data sets from over 160,000 different gaming apps. This experience and know-how will provide Vungle with unique targeting capabilities, helping advertisers deliver relevant campaigns and up user acquisition.
Vungle Creative Labs is also expected to leverage GameRefinery’s existing image recognition and tagging capabilities. The combination of the two platforms should provide unparalleled performance recommendations.
“Together, Vungle, GameRefinery, and Algolift offer the only platform that speaks to game and product teams in the development process, marketing, UA, and growth teams in the scaling stage, and data teams when measuring and refining outcomes,” said Jeremy Bondy, CEO of Vungle. “We are excited to welcome a remarkable GameRefinery team to the Vungle family and have never been stronger in our position as the trusted guide for developers.”
No figures were provided in the deal.
GameRefinery’s co-founders Markus Råmark, Veli-Pekka Julkunen, and Joel Julkunen, as well as the entire GameRefinery team, will join the Vungle organisation. The team will continue to operate out of the company’s offices in Helsinki.
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