FirstMark | 04.20.13

Behavioral Push Comes to PlayRM Platform

Playnomics, the global leader in predictive marketing and data science for games, today announced the availability of PlayRM Behavioral Push for iOS and Android developers. A key feature in the Playnomics suite of dynamic marketing tools, PlayRM Behavioral Push enables developers to increase user engagement by sending targeted, real-time push notifications to individual players based on in-game behaviors.

“Protecting the player experience is largely made possible by ensuring players receive relevant and focused messaging that meets their needs, and not the broader audience,” said Chethan Ramachandran, CEO of Playnomics. “PlayRM Behavioral Push solves this challenge by allowing developers to provide a very customized experience for players based on their actual user lifecycle in the game. Using this kind of targeted messaging, developers using PlayRM have seen a 3-5x increase in engagement and monetization levels.”

Behavioral Push is directly integrated into the PlayRM Platform’s predictive segmentation engine, which captures dynamic gaming behaviors across over 100 million player profiles. Within this platform, developers can then deliver the right push notification to the right player at the right time. For example, with PlayRM Behavioral Push, developers could target the “At Risk” segment, a critical category of players who were once highly engaged, but have become bored and frustrated, and who decline in the intensity and frequency of their play. Offers and promotions sent to this specific group entice these players to return and help retain them within the game. More importantly, such targeted and focused marketing would not impact the game experience of other highly-engaged and monetizing users.

Additionally, Behavioral Push offers player level targeting and tracking that enable lifecycle A/B testing. This ensures that developers can monitor and manage the performance of push notification campaigns. It also provides the added benefit of helping developers gain insights on what specific messages and offers may be compelling to different types of users, and may even pinpoint the exact cause of user drop-off. In particular, the same “At Risk” segment is perfect for push targeting campaigns as the players in this segment were once the most engaged, but are now showing signs of dropping off – with one or all of their attention, loyalty, or intensity scores dropping dramatically – thus adding to the urgency to communicate with these particular players and act to retain them. Was it because they reached a road-block in the game and needed more guidance? Or perhaps they simply needed to be enticed by periodic offers to become truly engrossed in the game? PlayRM Behavioral Push answers these questions by providing developers a powerful tool to intelligently engage in dialogue with their players.

To learn more about PlayRM Behavioral Push, visit