Delving into Digital Marketing?: Get to know your players through DeltaDNA and HP Vertica’s database research tools

Wednesday, October 1, 2014

Get to know your players through DeltaDNA and HP Vertica’s database research tools

Above: DeltaDNA dashboard for mobile apps

Image Credit: DeltaDNA

Hewlett-Packard’s Vertica division and DeltaDNA are teaming up to provide game developers with more knowledge about their players. The companies are providing Vertica’s database analytics software and DeltaDNA’s own player relationship management tools to game companies that need to understand player behavior in mobile games.

This may not be sexy. But it’s a way for game companies to get a competitive advantage by understanding players, targeting them with engaging offers, and monetizing them better. The tools allow for deep custom queries on customer data that can lead to insights about how to monetize players. And customers can now integrate third-party tools like Tableau to unlock information in the data.

With the Vertica tools, game developers can do predictive modeling and big data mining. So far, big game publishers such as Ubisoft and Supercell are using the technology.

The DeltaDNA platform lets online game publishers and developers to collect, analyse and segment player data to improve experiences and engagement. It lets users set up real-time targeted messages to shape the game environment for specific groups of players. It can manage big volumes of data generated by millions of players in free-to-play games, social casino titles, and real-money gambling games. DeltaDNA will integrate Vertica into its platform via its new Direct Access module.

Chris Wright, chief technology officer, deltaDNA, said in a statement, “Vertica is widely regarded as the best database technology for analytics in the market and the platform of choice for major publishers and developers, so we’re delighted to be strengthening our relationship with them.

Joel Brunger, UK & Ireland sales manager at HP Vertica, said in a statement, “The speed of Vertica combined with rich functionality of the DeltaDNA platform enables game producers to undertake train-of-thought analytics and engage with players in real-time, to make game personalization a reality.”

DeltaDNA has 30 employees, and it has raised $5 million to date. Its investors include Par Equity, STV Ventures, and the Scottish Investment Bank. Rivals such as Upsight have claimed a competitive advantage through better database properties stemming from the merger of Kontagent and PlayHaven.