Jordan Bevan
Mobile performance advertising company Vungle announced that it has acquired mobile gaming analytics company GameRefinery for an undisclosed sum.
GameRefinery’s Game Intelligence platform provides developers with retention and monetization insights through its cloud-based developer tools. The company serves studios such as Zynga, King, Rovio, and Ubisoft.
“The company’s deep contextual data sets across 160,000+ gaming apps bring unique and innovative targeting capabilities to Vungle’s platform, helping advertisers deliver contextually relevant campaigns and increase user acquisition performance in today’s privacy-focused, post-IDFA landscape.” Vungle said in a statement.
With the acquisition, Vungle Creative Labs will leverage GameRefinery’s image recognition and creative tagging capabilities. Back in October, Vungle announced the acquisition of automated user acquisition platform AlgoLift to let its customers “continue acquiring high quality users at scale with minimal impact”.
“Together, Vungle, GameRefinery, and Algolift offer the only platform that speaks to game and product teams in the development process, marketing, UA, and growth teams in the scaling stage, and data teams when measuring and refining outcomes,” said Jeremy Bondy, CEO of Vungle. “We are excited to welcome a remarkable GameRefinery team to the Vungle family and have never been stronger in our position as the trusted guide for developers.”
GameRefinery’s co-founders Markus Råmark, Veli-Pekka Julkunen, and Joel Julkunen, as well as the entire GameRefinery team, will join the Vungle organization. The team will continue to operate out of the company’s offices in Helsinki.
“At GameRefinery, we are very proud to have built a differentiated mobile game analytics platform to help our clients excel at game development, creative performance, and targeting,” said Markus Råmark, Co-founder and CEO of GameRefinery. “We couldn’t be more excited to join Vungle’s team with our shared vision of building leading-edge game analytics and proprietary creative intelligence to help game developers design, advertise, and monetize their mobile games.”
With Apple’s IDFA changes on iOS 14 just around the corner, the ad tech industry is so hot right now with acquisitions. At the end of the last week, Digital Turbine announced the acquisition of AdClonoty for $400 million.
A month after it announced the acquisition of mobile ad quality measurement platform Soomla, mobile advertising platform IronSource announced a couple of days ago that it has acquired creative management platform Luna Labs.
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