Expansion into US and Asia

Games analytics firm to double headcount

Mark RobinsonA games analytics company intends to double its headcount to 50 next year as it expands operations into the US and Asia.

DeltaDNA, based in Edinburgh, has developed a real-time analytics platform that allows games developers to understand player behaviours in detail and adapt the game play to improve player experience.

In the last year registrations have increased by more than 1,000% and it now collects some 20,000 events every second from players around the world.

With more than 36,000 new games released every month on iOS and Android mobile platforms, player retention is crucial to ensuring games are profitable in the free-to-play economy.

Monthly revenues have grown 800% this year as it has expanded its client base internationally.  Forty percent of revenues come from US and 90% from outside UK, with clients in Asia and South America.

The business is backed by investment from Par Equity, STV Ventures, Scottish Enterprise and EDGE VCT, ensuring that the resources are in place to deliver its international growth plans from its bases in Edinburgh and San Francisco.

Mark Robinson (pictured), chief executive, said: “Real-time personalisation is a growing requirement for many online businesses to ensure customer are well-served.  Getting customers to engage with online content is the number one business challenge right now and deltaDNA solves this.

“The games industry has been incredibly innovative in how they design and manage the game environment using the deltaDNA platform.

“Given the opportunities to apply our approach in games and other online apps, it is vital we hire high quality technical, client management and commercial talent. And so we have launched a recruitment drive that will see the company double headcount next year.

“This will allow us to capitalise on our success in the USA since opening the San Francisco office and support further expansion into new markets in Asia and the Far East.”

Joel Breton, senior vice president of game development at 505 Games, said: “We have recently transformed our understanding of player behaviours by using DeltDNA.

“The ability to analyse player behaviours in a powerful environment right down to event level has really unlocked engagement in our F2P titles.”

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