February 14, 2013
Playnomics Unveils Mobile Version of Web-Based CRM Platform PlayRM
By Shamila Janakiraman
Playnomics, specializing in developing predictive analysis for games, released PlayRM Mobile, the mobile version of its web-based CRM platform for games.
The company helps quantify player behavior with its CRM platform for games called PlayRM and has developed its predictive PlayScience Engine to cover millions of players across several online games and brands.
Chethan Ramachandran, CEO of Playnomics said, “Many mobile game developers have all the data in the world and no idea how to leverage it for player engagement growth. With PlayRM Mobile, you get access to our industry leading predictive PlayScience Engine that makes it easy for developers to finely slice player data into segments for targeting highly valuable and engaged players.”
Retaining the attention of players and managing their interests on an individual level is a difficult task given the plethora of games that crowd the market, said officials.
The PlayRM platform lets mobile game developers segregate their audience by game behavior patterns besides delivering custom in-game messaging, re-targeting and cross promotions to players. Beta testing proved the efficacy of this platform in retaining player retention in just one week.
The mobile version PlayRM Mobile is Web-based and serves as a comprehensive suite of tools for developers. It comprises of the PlayRM Segmentation Engine, PlayRM Messaging Engine and PlayRM Player Marketplace.
Serving the needs of developers and publishers of mobile games the PlayRM Messaging Engine enables direct communication with individual users by delivering personalized messages and cross-promotion. The messages can depend on the gameplay behavior and helps maintain engagement and attracts more players.
In August 2012, Playnomics partnered with Naked Play, a division of global brand strategy firm Naked Communications. Naked Play leverages Playnomics’ PlayRM platform to create and revamp consumer loyalty programs for brands, leveraging play patterns and game mechanics.
Both companies are fully invested pioneers in deconstructing how and why people play, so integrating PlayRM predictive algorithms and data modeling together with Naked Play’s creativity will open new doors for brands, ad agencies, media buyers, game makers and more.
Edited by Brooke Neuman