High 5 Games buys in new marketing platform

Swrve, developer of a mobile marketing engagement platform, has announced that its product is to be used by online gambling and social games developer High 5 Games, presumably as an aid to its software licensees.

Swrve claims that the platform helps to drive player retention, lessen churn and monetise players.

High 5 Games marketing VP Patrick Benson said his company’s goal is to engage on a more personal level with mobile players and keep them playing longer and for higher stakes.

“By packaging a CRM channel to mobile users, in-depth mobile analytics, timely push-notifications and relevant in-app messaging into one easy-to-use platform, Swrve allows us to lessen the mortality rate of new players and help highly engaged players across the player journey,” he said.

Swrve CEO Christopher Dean said in a statement Thursday: “Mobile gaming is one of the most competitive industries, and developers require a full suite of tools to identify and engage with players in a productive way. By working with Swrve, High 5 Games can now better understand their players and how best to communicate with them and ensure they stay active.”

Earlier this year Swrve analysed industry data on the monetization of millions of free-to-play game players on mobile, and the latest data showed that revenue is heavily skewed towards a small group of the most active spenders – with just 0.23 percent of all players accounting for 64 percent of all revenue.

The findings demonstrate the importance of attracting targeted players to the game, identifying them early and ensuring the best possible in-game experience to maximize ROI.

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