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Halfbrick takes gaming to another level

Switches on multi-language analytics

Bridging the IT gap between rising business demands and ageing tools

Australian game developer Halfbrick Studios has partnered with mobile analytics outfit OtherLevels to accelerate its global mobile gaming strategy across 13 languages and markets.

Following the success of Halfbrick’s Fruit Ninja game which has been downloaded over 300 million times, the studio sought a partner to amplify the sophistication of its push mobile messaging, particular to non-western markets. Using the OtherLevels’ platform, Halfbrick can determine which messages are more effective via A/B split testing without disrupting game play.

OtherLevels CEO and founder Brendan O’Kane said “a gamer in the United States isn’t necessarily going to respond to a push notification in the same way a player in Indonesia or China would,” said, CEO of OtherLevels.

The platform assists in showing which messages generate longer game play, increase in-app purchases and other commercial conversions.

OtherLevels is a Brisbane-founded global mobile focused analytics platform which also operates out of San Francisco and has attracted seed funding from serial technology entrepreneur and co-founder of Pipe Networks, Steve Baxter.

Baxter, who currently runs Brisbane-based technology incubator River City Labs told the Register that he was drawn to OtherLevels as the company had a “viable, investment ready application and business.”

Baxter likens the current phase of mobile app development to the web page business in 1998, “still to peak and the best years ahead of it.”

“The ability to reach out to individual users of a mobile application with a near free message, in the push message, is something that web never had in 1998. Mix that with the way OtherLevels can A/B test the message and then report and if need be retest the message and OtherLevels has nailed it,” Baxter said. ®

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