As mobile gaming takes off, developers will need in-depth analysis to determine consumer behavior with their games and adjust their games accordingly. Motally, which provides user-action tracking services for the mobile web and apps, is expanding its product base today offering a targeted analytics service aimed towards mobile games on the iPhone, Android and Blackberry platforms. The service is currently in private beta, but developers will be able to sign up to use the service.
Motally’s game-oriented analytics platform allows publishers to track in-game data including where users drop out in-play and which levels users interact with most. Motally also allows for the dynamic changing of the game’s design, allowing developers to measure the impact of changes immediately. As a result, publishers can tweak their games including design, performance, and ad placement by pinpointing areas of the game with the most traffic and identifying trouble areas.
Motally’s game analytics allows publishers to analyze what level players are reaching and then dropping off, determine the top players and their high scores within a game, and to reach out to those on the leaderboard and present them with special offers or advertisements. The data also includes which virtual goods on an application are most popular, which games are most popular in a developer’s portfolio of games, and the conversion rates of players opting into paid premium game offerings.
Game developer Portable Zoo has already been using Motally’s analytics, and claims that data collected from the platform allowed the developer to adjust games to increase average engagement time, and the overall appeal of games.
Motally’s venture in gaming is smart considering the rapid growth of mobile gaming, especially on smartphones. Motally, which recently launched an extension of their mobile analytics to include content developed on Apple’s iPad and rolled out a flexible API, support analytics for applications on the iPhone, Android, and BlackBerry platforms as well as the mobile web. Motally offers more advanced features that allows developers to troubleshoot and debug their products from anywhere in the world, without having to re-deploy apps and games to the Apple iPhone store. For a young startup, Motally has seen significant traction as a mobile analytics provider. Backed by renown investor Ron Conway, Motally’s clients include Twitter, Yelp, Fandango and Verizon.