Activision Blizzard has announced their intention to work with Swrve New Media, which has expertise with in-game behavioral analytics and A/B testing in mobile applications, to enhance its first-party mobile offerings. The publisher will utilize Swrve’s proprietary testing platform in the company’s mobile games in order to test, tune and optimize its games in real-time; the company already uses it in the popular iOS title Skylanders Cloud Patrol.
“You are seeing this announcement as well as a few others of late really focus on our serious intention to get into mobile in a fairly significant way,” said Greg Canessa, vice president of Mobile at Activision Publishing. “When you take a look at our Activision Mobile publishing announcements, we look at our first-party stuff and then at our Swerve relationship, you see us taking the steps to bolster our internal platform capabilities around mobile, our data analytics capabilities and of course launching Skylanders Cloud Patrol as our first effort. This is the beginning of a lot more you are going to see from us in the mobile space.”
“We have a wide variety of IP and the market for iOS and Android is very broad,” he added. “There is lighter touch and then there are more and more immersive experiences. All of those are interesting to us. Without going into specifics, you can see Skylanders is more light hearted which appeals to a broader audience. I think you are going to see us do more of that. To a point, we have more core games on different platforms and we can go into that as well. I think we’re interested in all sorts of entertainment experiences.”
Source: GamesIndustry International
