The Dutch digital-game marketing firm iQU has acquired game analytics firm HoneyTracks as part of a growing industry consolidation. The deal will help iQU serve game developers and publishers with real-time information that helps them make money in mobile and online gaming.
IQU founder Reinout te Brake.
Acquisitions in the mobile marketing and analytics sectors are heating up. The industry has too many providers of marketing and monetization services, so developers are demanding one-stop shops. Other similar deals include the merger of Kontagent and PlayHaven (now Upsight), Tapjoy’s acquisition of 5Rock, and Unity’s purchase of Playnomics. By combining, iQU and HoneyTracks want to be a survivor and an integrated vendor of many different services.
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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.
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