• by Philip Rosenstein , July 18, 2016

Gameforge, the international online games publisher, on Friday, hired deltaDNA, an analytics and real-time player marketing platform, to power its player engagement, marketing and monetization solutions across its portfolio.

Gameforge aims to leverage data gathered from its over 450 million registered users to create “high-definition player segments” for use in real-time marketing campaigns.

DeltaDNA will serve as a third-party data analytics provider to Gameforge, working with the gaming company’s data scientists and game marketers to increase engagement in the online gaming platform, with the goal of maximizing ROI.

“The large volume of data our games generate, alongside the complexity of balancing player experience with in-game monetization, has led us to look at how we might maximize the return on investment from integrating with a third-party analytics solution,” stated Ahmet Zayifoglu, portfolio director at Gameforge.

"We are able to micro-target the players that are having a problem in the case of retention, for example, or who show real promise. With the data available you can go beyond demographics and spend, and target instead on playing style, and target real-time interactions to occur at specific situations within the game," Mark Robinson, chief executive of deltaDNA, told Real-Time Daily by email.