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Urban Airship and GamesAnalytics Collaborate on Predictive Targeted Messaging for Mobile Games

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July 13, 2012

Urban Airship and GamesAnalytics Collaborate on Predictive Targeted Messaging for Mobile Games

By Sujata Garud, TMCnet Contributor

Urban Airship (News - Alert) and GamesAnalytics have announced a strategic partnership to offer predictive targeted messaging for mobile games. The partnership will offer targeted messaging services based on advanced behavior-based player segmentation to game developers and publishers.

GamesAnalytics’ advanced predictive modeling can be used to determine which gamers are most likely to churn, which are most probable to pay for virtual goods, and which are the most social. By adding the Urban Airship messaging, gamers can be engaged directly on their smartphone home screens whether the game is open or not.

The deal will be available for iOS and Android (News - Alert). It will allow developers to utilize Urban Airship's push notification platform to prompt highly targeted push messages based on player behaviors identified by GamesAnalytics' Predict platform. The combination of the two platforms will help generate a sophisticated analytics-triggered messaging suite, which will help drive greater gamer engagement by promoting the right offer or content at the right time.

“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 at 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.”

“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,” added GamesAnalytics CEO Chris Wright. “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.”

Urban Airship was recently in the news for unveiling a major educational initiative to help ensure the vitality of marketing's newest communications channel – Good Push. The development existed to educate and showcase best practices on how to serve mobile customers by delivering value-based messages via push notifications to build a stronger brand relationship for the long term.

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Edited by Braden Becker

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