NEWS17 January 2013

Swrve appointed by Funtactix

Europe New business

IRELAND — Dublin-based mobile gaming and analytics firm Swrve has been appointed by Funtactix, creators of the game versions of Hollywood movies including Mission:Impossible, The Game, and The Hunger Games Adventures.

The gaming firm are using Swrve to inform key decisions on game design and development, in a bid to maximise retention, engagement, conversion and revenue via segmentation of users by behaviour, demographic, viral profile and acquisition source.

Funtactix CEO, Sam Glassenberg, said: “It’s absolutely vital to both ourselves and our film studio partners that we have the right analytics solution in place. Swrve integrates seamlessly with our existing internal systems and gives us all the information we need. From the big picture KPIs to the ability to track what exactly users from one acquisition campaign look like; it’s all there.”

Late last year, Swrve secured a $6.25m investment from Atlantic Bridge Partners and Intel, which it says will lead to the creation of 100 new jobs. Swrve was set up in 2010 by Hugh Reynolds (pictured) and Steve Collins.