Urban Airship and GamesAnalytics partner to offer targeted messaging for mobile games

Push messaging specialist Urban Airship and predictive analytics outfit GamesAnalytics have announced a partnership which will offer game developers targeted messaging services.

The analytics-triggered messaging suite is designed to intelligently promote the right content or offer at the right time.

The service uses Urban Airship's push notification platform to trigger highly targeted messages based on player behaviours worked out by the GamesAnalytics Predict platform.

Predict can identify those players that are most likely to churn, for instance, or most likely to pay for virtual goods, and target them with promotions and offers that will increase retention or drive revenue.

The service is available now on iOS and Android.

"Push messaging can deliver a dramatic uplift in user engagement and retention, especially when context is considered to deliver truly relevant and targeted messages," explained Urban Airship's chief revenue officer Christoper Dean.

"Our partnership with GamesAnalytics helps streamline the triggering of messages that hit the mark from the user's perspective and positively impact the publisher's bottom-line," Dean concluded.

"We are delighted to be partnering with Urban Airship," added GamesAnalytics CEO Chris Wright.

"GamesAnalytics' technology suite already offers real-time in-game messaging using player segmented data from advanced predictive modeling.

"This integration will now enable developers to also reach out-of-game players in order to build engagement by delivering relevant offers and personalised experiences based on their playing behaviours."