Unity adds San Francisco predictive analytics startup Playnomics to enter game services arena

April 16
9:59 AM 2014

Game engine firm Unity Technologies wants to expand into game services with the acquisition of predictive analytics startup Playnomics, according to an exclusive report by VentureBeat. The financial terms of the deal were not disclosed in the said report.

The purchase of Playnomics has been signed and closed. Under the terms of the acquisition deal, the analytics startup will be integrated into the Unity team. Sources say the transaction is part of the latter's bid to transform into a one-stop shop for game services, the report relayed.

In March, Unity acquired the Applifier, the Finnish maker of Everyplay game video platform, the report added.

Unity chief executive officer (CEO) David Helgason explained in March: "We have made awesome tools for developers so they can go multiplatform and build a big community. But we want to help those developers get discovered. Most people hear about games in mobile from their friends. What Everyplay has done is capture the best moments from your gameplay and put it online for others to see."

Playnomics has an engine that is capable of predicting the behavior of players, including money-spending tendencies. This gives developers an idea of how to structure personalized promotions and who to target. To date, the startup has raised a total capital of $8.2 million, VentureBeat reported.

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