King has acquired the Omniata analytical platform

The developer of Candy Crush Saga bought the analytical and marketing service Omniata for an undisclosed amount.

The King team is going to integrate Omniata solutions into its internal analytical and technological services,” VentureBeat writes.

Omniata has previously highlighted as its strengths the ability to use its tools to conduct:

• analysis of the effectiveness of traffic channels;
• optimization of campaign effectiveness based on user behavior and LTV;
• revenue segmentation by user cohorts;
• identification and comparison of CPI and CPC campaigns;
• conducting A/B testing;
• analysis of the impact of testing on all metrics of the game.

Omniata was founded in 2014. At the same time, it was stated that it processes 190 billion events per month, helping developers figure out why users play or quit playing. In 2014, $6.8 million was invested in the company.

Source: GamesBeat