Activision’s King quietly acquires analytics firm Omniata

Activision Blizzard’s King mobile game division has acquired analytics and engagement firm Omniata, GamesBeat has learned. No purchase price was disclosed.

The deal is consistent with King’s practice of using internal analytics and marketing as much as possible to promote its games, such as Candy Crush Saga. Those games have been played by billions of people, but King needs a constant flow of data to figure out how to best acquire new users.