Growing customisable first-party data analytics for mobile games

Originally published on GamesIndustry.biz by Thomas Leinekugel

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Two and a half years ago, we decided to pivot from a third to first-party data analytics strategy, a decision that is now delivering benefits far beyond our initial modest goal of trying to make our existing games better.

What we have today is a full enterprise-grade cloud publishing platform called Autonomy, completely bespoke to our needs. This gives us full visibility of mission critical operations, encompassing live ops, game data, ad revenue and UA, ROAS and content delivery.

At its most granular, the platform enables collected data from each individual player to be used to deliver

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