iQU Buys Game Analytics Company HoneyTracks

Dutch games marketing firm iQU is to acquire Munich-based game analytics company HoneyTracks for an undisclosed sum.

Founded four years ago by Mark Gazecki, Sebastian Lagemann and Tom Sente, HoneyTracks offers SaaS-based, big-data analytics solutions for games across iOS, Android, Windows Mobile, social media, browser and PC/Mac client-based titles. Its cloud platform provides user event sensors that track the player's entire journey, process large amounts of in-game and external data, and provide more than 100 actionable metrics in real-time.

Reinout te Brake (pictured), iQU's founder, said: 'Acquiring quality players can be quite expensive for developers, particularly on mobile, and not many are generating a positive return on marketing spend. With the HoneyTracks acquisition our clients will now have the ability to view the performance of all their acquisition channels, tweak game mechanics based on deep analytics, launch targeted cross-channel marketing campaigns, and can assess results immediately.'

Web sites: www.iqu.com and www.honeytracks.com .