iQU Acquires Mobilize’s TinyLoot


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iQU, a Netherlands-based mobile marketer recently acquired TinyLoot and Target Gamers, two other mobile marketing companies in the hops of coming up with new innovative methods to handle the challenges presented by mobile game discovery and monetization.

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Rather than where a player pays for a game, TinyLoot went a tad topsy turvy, instead developing an environment where they would pay players a nominal fee so that they would continue to play the game and spend money on the game as well.

The brainchild of Oliver Kern and Micha von der Meer, the duo discussed how companies with significantly larger resources could literally pour money into elements such as user acquisition and hiring teams of monetization and psychology experts. From that began TinyLoot. Think of it as a loyalty system or platform that would pay people directly based on the time they spend playing a mobile game.

Kern also started Target Gamers which is a marketing firm helping game companies get their games noticed in Europe. As per the acquisition, iQU has taken the initiative to reform their mobile division into a business called Mobilize, headed by Kern. The new Mobilize would offer services such as marketing campaign management and soft-launch management for the French, German, Russian, Spanish, Dutch, Italian, and English-speaking markets.

Kern went on to explain that getting the right players is indeed a critical aspect for the success of games. The increase in engagement leads to increased monetization and revenues. Although now, when average costs per player surpass $5 and acquisition costs grow, getting players into your game becomes highly expensive and unprofitable for many developers. Therefore, the games industry needs a marketplace like TinyLoot where a game developer can reach new players directly and only pay for true engagement.

iQU’s founder Reinout te Brake went on to explain that acquiring and retaining quality players, especially for mobile, can be quite expensive for developers, and many aren’t generating a positive return on marketing spend. With Mobilize and TinyLoot, they could continue to build on our core vision to bring greater marketing accountability and player returns to our clients.


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