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Games deal

Scots gaming firm deltaDNA acquired by US-based Unity

deltaDNA is at the forefront of analytics

Scottish gaming analytics and personalised player engagement platform deltaDNA has been acquired by San Francisco-based games developer Unity.

The acquisition provides Unity game developers with value analysis and management, helping creators to better understand their players and optimise their revenues.

deltDNA provides customer relationship management technology for game-makers and supplies the tools and insights needed to optimise games in real-time.

Its analytics and player marketing platform is used by many of the world’s leading games studios, including Viacom, Bandai Namco and 505 Games.

GP Bullhound acted as financial adviser to deltaDNA. It has been active in the gaming software industry, including the sale of Innogames to MTGx, Splash Damage to Leyou Technologies and Playdemic on its sale to Warner Bros. 

Mark Robinson, CEO of deltaDNA said: “Game operation just got a whole lot better: deltaDNA, Unity Monetisation, and the Unity Engine have played nicely together for some time, but a wholly collaborative functionality is a game-changer for everyone involved.”

Alec Dafferner, partner at GP Bullhound, commented: “deltaDNA’s ability to leverage insights using game data and game economy with player experiences allows developers and publishers to manage the game economy in a way which was previously impossible.

“We are delighted to have advised the company on this transaction and help bring their technology to Unity’s massive global installed base.”

Par Equity led a series of investment rounds in deltaDNA between 2013 and 2016, using capital from its EIS Fund and the Par Syndicate, an investor network co-ordinated by Par Equity. Scottish Investment Bank was a significant participant in these investment rounds. Both exited the company profitably.



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