In Game marketing

MarTech Advisor editor-in-chief, Ankush Gupta, interviews deltaDNA CTO Chris Wright about the technology associated with the deltaDNA analytics and real-time marketing platform.

Could you tell me a little about yourself and how you came to be the CTO and co-founder at deltaDNA?

I’ve always worked within the games industry. In 1998 I was responsible for setting-up the game development and publishing division of I-play (formally Digital Bridges). As European Director of Production and Publishing, I helped I-play to become a top three mobile games publisher worldwide.

In 2010, I co-founded deltaDNA with CEO Mark Robinson, with the mission to use big data to understand player behavior and build better game experiences.

Are you happy with the buy-in for Marketing Technology that exists at deltaDNA? Do you think the investments being made are adequate or could be more?

In the last 12-18 months, there has been a significant shift in the type of company investing in analytics and marketing technology like ours.

Traditionally, it was the mid-sized publishers and developers that were driving the market. However, increasingly, we’re seeing larger firms investing in analytics to enable them to understand exactly how players are engaging with the In-App Purchases (IAP) and advertising within their game, using push notifications to drive players back to the game and provide live in-game targeted rewards to help players to make progress.

What is the key problem you are attempting to solve with marketing technology implementation – could be 360 customer view, better customer experiences, crafting better journeys, full circle attribution?

Our deep-data analytics platform provides game publishers and developers with all the tools they need to manage each user’s gameplay experience, optimize retention and boost monetization within their games.

What are some of the challenges your team faces from a technology & integration perspective?

With so many third party apps available, one of the biggest challenges is trying to prioritize which ones you build into your SDKs.

We need to integrate with a broad range of technology partners across areas such as attribution, email and ad networks. However, we also need to maintain a slimline SDK so that it doesn’t effect the user experience.

In advertising, one of the challenges is having an intelligent predictive mediation system that knows where players are, what device they are using and which processes the best possible eCPM stack by using intelligent automated mediation, to ensure the highest value ad is served every time to every player.

What is your take on the massive explosion of MarTech cos across so many categories? Do you feel spoilt for choice or is it just more of a chore to evaluate additional options?

We tend to be customer led when prioritizing which partners we work with and how we do it. We always look at who our customers are keen to integrate with and then assess what the value of that integration would be to the rest of our base.

That generally informs how we approach which technology partners to integrate with and while there are sometimes quick and easy light-touch integrations we can do, but it ultimately comes down to the value of that integration to our customers.

What is the one area of investment you’d like to make in the immediate future from a marketing tech perspective?

Because our technology is very complex, one area we’re continuously investing in is the UI (user interface), to help improve the simplicity of the platform so that its relatable to whoever is using.

We have Developers, Marketers, Data Scientists and Producers all using our platform, so we need to provide a toolset that works for everyone.

Build your own stack or buy into a pre-built MarTech cloud – what team are you on?

As deltaDNA is pre-built solution it’s probably no surprise which camp we’re in.

One of the big advantages we offer our customers is that our stack has been built and developed by people who understand games and therefore we know how best to take advantage of each technology layer from a game development perspective.

There are many mistakes to made when building your own stack. A lot of companies taking this route struggle when it comes to understanding how to set-up queries and then interpret the data they generate.

You then also need someone in your company with the skills to handle this process on an ongoing basis, which is a big shift away from the core business of game making for the majority of game publishers and developers, into the realms of IT, and become a distraction.

Therefore, by working with a company like ours where consultancy, support and training is always available, customers get a huge head start.

What does the deltaDNA stack look like?

If you found this article useful, you may also be interested in downloading our “Game analytics buyer’s guide”.

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