NEWS26 July 2012

Activision Publishing picks Swrve for mobile game testing

New business North America

US— Interactive entertainment developer Activision Publishing has signed up Swrve New Media to carry out in-game behavioural analysis and A/B testing for its mobile applications.

The Swrve technology should allow Activision to test, tune and optimise mobile games in real-time, the companies said. The firm has already tested the capabilities in its recently released Skylanders Cloud Patrol game on iOS.

Greg Canessa, VP of mobile at Activision Publishing, said: “Using Swrve’s analytics platform we are able to seamlessly balance and optimise our games in real time to offer a better experience to our players. We are also able to offer engaging and personalised experiences to an unlimited range of players.”