DeNA goes with customization app Zedge to drive user acquisition

As player-acquisition costs continue to rise, one company is looking to a phone-customization app for its next batch of paying customers.

Mobile publisher DeNA revealed today that it is going to start distributing its games through Zedge, which is an app that enables smartphone and tablet owners to put their individual style into features on their device. Zedge offers ringtones, notification sounds, and wallpapers. It also has a game tab where it suggests titles based on what people like. The platform claims its users are exactly the type of gamers that end up spending money in the games that DeNA makes.

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