Playnomics announces monetisation tool launch

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PlayRM Revenue allows operators to segment and target players most likely to monetise.

Predictive analytics specialist Playnomics has announced the launch of its PlayRM Revenue module, a tool which allows operators to monetise player bases more effectively.

PlayRM Revenue uses Playnomics’ proprietary algorithms to segment groups of players most likely to monetise, allowing them to be better targeted with special offers and third party adverts to increase the possibility of their depositing in games. It becomes the first module launched by the company since its mobile data platform PlayRM Mobile in February, and follows the announcement that the firm had completed a US$5m Series B funding round led by Vanedge Capital, XSeed Capital and FirstMark.

“All players have value, yet developers typically only monetize 2% of the player base. We’ve built PlayRM Revenue to unlock the value of each and every player,” Playnomics chief executive Chethan Ramachandran explained.

“PlayRM Revenue is an intelligent router that optimizes lifetime value for each player – it dynamically identifies players likely to respond to external advertising based on engagement patterns and then serves up the right ad, maximizing publisher revenues. Most importantly, it also isolates the game’s most highly engaged players or those likely to monetize, and avoids showing them ads that may detract from their in-game experience,” he added.

To enhance the solution Playnomics has also signed a partnership with social advertising network ADITIVE, using the company’s brand campaigns to drive PlayRM Revenue’s engine.

ADITIVE CEO and founder Todd Parsons commented: “ADITIVE works with leading brands that understand success in online advertising means requires going beyond run of the mill formats and targeting.

“PlayRM Revenue provides us with a highly engaged in-game audience to launch social executions–but more importantly, PlayRM adds a layer of intelligence about each player we choose to target that can’t be found elsewhere.”

Playnomics targets platform expansion after closing $5m funding round

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Series B funding led by Vanedge Capital – Playnomics CEO hints at the release of new products throughout 2013.

Data analytics firm Playnomics has closed a US$5m Series B funding round, aiming to further enhance its mobile games reporting solutions.

The funding round was led by Vanedge Capital, a fund founded by Electronic Arts veterans Paul Lee and Glenn Entis, and existing backers FirstMark and XSeed Capital. As a consequence of its investment, Vanedge principal Tony Lam will join the Playnomics board.

Lam explained that increased need for robust data science and predictive analytics solutions in the sector had prompted his firm’s investment:

“As veterans in interactive entertainment and video game technology, we recognize that access to big data science, improved analytics and advanced marketing software is an absolute requirement for successful games.

“Playnomics has already made significant moves in this space, creating real value for their partners, and our fund was created to support companies like Playnomics as they move forward building out their vision,” he added.

Today’s announcement comes a week after Playnomics announced the launch of a mobile-optimised version of its PlayRM platform, which provides studios with access to the firm’s PlayScience Engine. Using the products in tandem it allows players to segment, target, acquire and engage players based on in-game actions, with Playnomics claiming that the solution drives a 150% rise in retention during the first week of gameplay.

“Playnomics has always been focused on determining why and how audiences play, and enabling game developers and brands to measurably increase player retention, engagement and monetization using our PlayRM platform,” Playnomics CEO Chethan Ramachandaran explained.

“With this new round of funding, we’ll be able to further expand the features and capabilities of the platform to meet the growing needs of our partners worldwide. Developers can expect several new product releases this year that leverage our predictive scoring and segmentation engine.”

Playnomics launches mobile player data platform

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PlayRM Mobile allows games developers to send relevant in-game messages to specific players.

Data analytics firm Playnomics has launched a mobile version of its web-based platform PlayRM, providing developers with tools to help retain and communicate with players by tracking their behaviour.

PlayRM Mobile supplies mobile games developers with data which they can use to send specific players custom in-game messages and cross-promotions. Playnomics claims that beta testing has shown a 150% increase in player retention during the first week of games using the platform.

Chief executive Chethan Ramachandran said of the launch: “Many mobile game developers have all the data in the world and no idea how to leverage it for player engagement growth. With PlayRM Mobile, you get access to our industry leading predictive PlayScience Engine that makes it easy for developers to finely slice player data into segments for targeting highly valuable and engaged players.”

Last year, a Playnomics report showed that around 85% of American social game players do not return to the game after the first day of playing, and almost 95% of players acquired in Q3 2012 were inactive by the end of the quarter.

 

85% of US social gamers play less than one day, report claims

Playnomics quarterly player engagement survey reveals that almost 95% of players acquired in Q3 churned in the three-month period.

Around 85% of American social game players do not return to the game after the first day of playing, and almost 95% of players acquired in Q3 2012 were inactive by the end of the quarter, a Playnomics report has revealed.

The data analytics firm’s quarterly US player engagement survey went on to reveal that American females – generally accepted as the core social gaming demographic – actually churn at a higher rate than males, with 87.88% of players churning after playing a game for 4.5 days on average. Men, on the other hand, play on average for 4 days before 85.43% churn.

Those who are more likely to churn play for around half the length of time on their first day as players which will be retained, with the churners playing on average 21.8 minutes, compared to 42.8 for non-churners.

Digging deeper into the data, Playnomics reports that the significant drop-off in games largely occurs within one day, with 89.6% of the total 95% lapsed players only playing in an initial 24-hour period, with a further 2% churning after the second day. Players who are retained for seven days after launch were found to be crucial to a game’s chances of long-term success, with those returning to play just once within a week of playing for the first time were likely to play up to 334% more time overall.

Over the course of the three-month period, longer than average session lengths have seen the Middle East-North Africa region overtake Latin America as the most highly engaged region, with an average maximum engagement score of 41.4 for September, compared to 26.5 in North America. In the American market, Oregon emerged as the most engaged state.