Alex Arias of Omniata
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Activision’s King quietly acquires analytics firm Omniata

  • Posted byby Dean Takahashi
  • Updated
  • 1 min

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.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.