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Gaming Giant Unity Buys DeltaDNA

Dominique Adams

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Mark Robinson CEO of deltaDNA

DeltaDNA boss described the acquisition as a real “game-changer” for everyone involved. 

San Francisco-based video game software development company, Unity Technologies, has acquired Scottish web-game marketing and analytics firm, DeltaDNA.

The purchase price has not been disclosed. Under the terms and conditions of the acquisition, DeltaDNA will continue to operate as a separate entity, providing analytics, player management tools and ‘live ops’ to developers on a global basis. DeltaDNA has offices in both San Francisco and Edinburgh. DeltaDNA is used by a number of top games studios, including Viacom, Bandai Namco and 505 games.

It provides the tools and insights needed for game developers to optimise their games for individual players in real time. The acquisition will allow Unity game developers to engage individual players to improve player experience, increasing retention, and building a stronger business. The Scottish firm said the acquisition would enable greater integration between the company’s tools and the increasingly ubiquitous games platform.

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Games and experiences made with Unity have reached more than three billion devices worldwide this year and were installed more than 29 billion times in the last 12 months.

Ingrid Lestiyo, general manager, monetisation, Unity Technologies, said: “Today’s acquisition of deltaDNA builds on Unity’s commitment to enabling developer success at all stages of the game life cycle, from creation onwards.

“DeltaDNA helps developers deeply understand their players, optimise their games and increase revenue. We’re excited to welcome deltaDNA into the Unity family, and to extend the reach of their real-time engagement capabilities to creators around the world.”

Mark Robinson, CEO and founder, deltaDNA, said: “Operating your game just got a whole lot better. DeltaDNA and Unity have always worked well together, but the possibility of a fully integrated workflow is a game-changer for everyone involved.

“By joining Unity, current deltaDNA users will continue to receive tailored support, now with the backing of mobile gaming’s most successful engine, and Unity’s developers will have more seamless access to our advanced analytics and engagement tools.” Alec Dafferner a partner at GP Bullhound, the firm that advised deltaDNA on the deal, said: “deltaDNA’s ability to leverage insights using game data and game economy with player experiences allows developers and publishers to manage the game economy in a way which was previously impossible.

“We are delighted to have advised the company on this transaction and help bring their technology to Unity’s massive global installed base.”

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Dominique Adams

Staff Writer, DIGIT

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