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.”