Omniata Purchased by Game Maker Activision King

We’re doing financial news about specialized CDPs today. I know it sounds boring but stick with me: there are interesting insights involved. We’ll start with a VentureBeat report that Omniata, a Customer Data Platform specializing in game analytics, has been purchased by Activision Blizzard’s King mobile game division. You may know King as producer of such cultural landmarks as Candy Crush Saga. Game and mobile analytics is a significant subsegment within the CDP market. In fact, it’s increasingly clear that analytics are as important as personalization as a use for CDP data. So that’s two insights right there.