Edinburgh gaming marketing firm deltaDNA has been taken over by US firm Unity Technology for an undisclosed sum.
The Scottish company's software helps games developers to maximise revenue from free-to-play games and gambling sites through real-time marketing, messaging and adverts. It feeds back data in real-time which allows firms to target and retain customers more effectively and says it has analyzed data from over one billion unique users.
Its data analysis also allows gaming companies to identify problem gamblers and risk assess for money laundering ad other forms of fraud such as match fixing.
San Francisco-based Unity creates 3D content that makes games easier to play and monetise. It says the acquisition will help its games creators understand players and optimise revenues from the more than three billion devices worldwide it reaches in a year.
Mark Robinson, CEO of deltaDNA, said: “Game operation just got a whole lot better: deltaDNA, Unity Monetisation, the Unity Engine have played nicely together for some time, but a wholly collaborative functionality is a game-changer for everyone involved."
deltaDNA was advised on the deal by international boutique investment banking firm GP Bullhound. Robinson added: "GP Bullhound was an outstanding advisory partner to us, their deep sector experience and highly efficient process were instrumental in making this transaction a success.”
GP Bullhound partner Alec Dafferner said: “deltaDNA’s ability to leverage insights using game dataand 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.”
