Launched in 2010, PlayHaven calls itself an LTV Maximization Tool and focuses on data-driven user segmentation for the purposes of revenue generation through IAPs and ads. The company is headquartered in San Francisco with additional offices in Portland, Helsinki, and Buenos Aires, and it serves 2.5BN monthly game sessions across 5,000 games. PlayHaven raised an $8MM round led by GGV Capital in 2012 to finance international expansion, and in 2013 it acquired Staq.io, a real-time mobile gaming analytics company.
PlayHaven’s toolset is oriented around a user segmentation nucleus that evaluates users based on a set of 11 dimensions, or behavioral, demographic, and device-level characteristics. Once segmented, PlayHaven provides developers with functionality to serve players with ads, special offers, in-game messages, rewards, and cross-promotion media based on the parameters of their segments. PlayHaven’s analytics tools are free to use; the company generates revenue by taking a share of money generated in its advertising network.
From the Company:
“PlayHaven is the business engine for mobile games offering developers flexible tools to intelligently manage player acquisition, engagement, and monetization. PlayHaven is the only end-to-end solution that helps developers manage users at every valuable point in their lifecycle.
PlayHaven’s network spans 5,000+ games, 520+ million unique users, 130+ million monthly active users, and more than 10 billion in-game events each month. Game Developers including Cartoon Network, Digital Chocolate, Glu Mobile, Game Circus, Namco Bandai, NaturalMotion, Nickelodeon, Playtika, and SEGA leverage PlayHaven’s tools to manage the business of their games.”
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