Gaming services giants Playhaven and Kontagent have decided to merge into one big company to help developers run analytics and retain players. The all-stock deal is reportedly worth hundreds of millions of dollars, according to TechCrunch.

Playhaven is a firm that the top game developers use to retain players with personalized promotions. The developers assist studios in classifying players by whether they play for free or are big spenders. On the other hand, Kontagent is an analytics firm that began by providing services to social game developers on Facebook. The company is presently used by everyone including EA, Zynga, and China's Tencent, the report detailed.

The transaction is a natural union of sorts. One party provides deep analytics on game play, while the other provides monetization solutions, the report stated.

The yet-unnamed combined company will employ 160 workers. According to Josh Williams, Chief Executive Officer (CEO) of Kontagent, there were no layoffs or redundancies involved in the deal. Williams will be the new firm's chief technology officer. Any Yang of Playhaven will take the reins as the CEO of the merged company. The deal is expected to be completed by the end of 2014, TechCrunch said in its report.