Urban Airship and GamesAnalytics Partner to Offer Predictive Targeted Messaging for Mobile Games

PORTLAND, Ore. and EDINBURGH, U.K., 10th July 2012—Urban Airship, the leading platform provider for high-performance push messaging, and predictive analytics specialists GamesAnalytics, today announced a strategic partnership to offer game developers and publishers targeted messaging services based on advanced behavior-based player segmentation.

Available for iOS and Android, the deal will enable developers to use Urban Airship’s push notification platform to trigger highly targeted push messages based on player behaviors identified by GamesAnalytics’ Predict™ platform. The integration of the two specialist platforms will create a sophisticated analytics-triggered messaging suite to drive greater gamer engagement by promoting the right offer or content at the right time.

Advanced predictive modeling from GamesAnalytics can be used to determine which gamers are most likely to churn, which are most likely to pay for virtual goods, which are the most social, in order to target promotions and offers that increase retention and drive revenue. With the addition of Urban Airship messaging, gamers can be engaged directly on their smartphone home screens whether the game is open or not.

“Push messaging can deliver a dramatic uplift in user engagement and retention, especially when context is considered to deliver truly relevant and targeted messages,” said Christopher Dean, chief revenue officer, Urban Airship. “Our partnership with GamesAnalytics helps streamline the triggering of messages that hit the mark from the user’s perspective and positively impact the publisher’s bottom-line." 

GamesAnalytics CEO Chris Wright added: “We are delighted to be partnering with Urban Airship. GamesAnalytics’ technology suite already offers real-time in-game messaging using player segmented data from advanced predictive modeling. This integration will now enable developers to also reach out-of-game players in order to build engagement by delivering relevant offers and personalized experiences based on their playing behaviors.”