King acquires analytics firm Omniata

King acquires analytics firm Omniata
Jake Tucker

By Jake Tucker

January 26th 2017 at 1:53PM

"It’s a great team and a proven platform that will add to King’s analytical and technology capabilities."

Activision Blizzard's King has acquired the analytics and engagement firm Omniata in a deal for an undisclosed sum.

King have long used internal analytics and marketing to keep retention and engagement high, with one of the keys to their massive mobile success with titles like Candy Crush Saga being a constant stream of data for them to see how people are playing their games and where their strengths and weaknesses lie. Then it identifies those that are likely to pay in their games and then incentivises those users to get them to cough up. That's where Omniata comes in, as they're one of the companies that helps game firms work this out.

In a statement, King said: “We can confirm we have acquired Omniata. It’s a great team and a proven platform that will add to King’s analytical and technology capabilities.”

In 2014, Omniata revealed themselves to the world and announced that they were helping companies process 190 billion events per month for developers. It's unsure whether they'll continue to work with external companies after this acquisition, but more will likely be announced shortly.