Mobile app monetisation company PlayHaven and user analytics firm Kontagent agreed to merge, bringing together services covering 22,000 apps and 400 million monthly active users.
The deal will give businesses and developers access to a single platform providing analytics and acquisition, engagement and monetisation tools.
According to the companies, the exponential growth in user data is making it harder for developers to gain insight into how their products are performing and to make improvements.
But by bringing the capability of PlayHaven and Kontagent together, they claim they will deliver a “superior integrated solution to help mobile-focused businesses understand user behaviour, decide what it means and act immediately to impact their business”.
Andy Yang, PlayHaven CEO, will become the CEO of the combined company with Kontagent boss Josh Williams becoming CTO and chairman of the board of directors.
Yang described the merger as “a massive game changer” for the companies but also customers and the broader mobile industry. “Together, we are bridging the gap between insight and action in unprecedented fashion,” he added.
The services provided by the two companies are used by brands such as Warner Brothers, and mobile developers Glu, Electronic Arts, SEGA, BigFish and Backflip Studios.