deltaDNA (formerly Games Analytics) is a game analytics and personalization company founded in 2011 in Edinburgh, Scotland as Games Analytics, it rebranded in 2014, as deltaDNA.[1] The company develops and markets an analytics and marketing platform for games that are primarily in the free-to-play market, and offers consultation services for game developers and publishers.[2] The platform can be used to segment players based on their behaviour and ability, and then to augment their game experience.[3] Real-time data collection and interactive analysis of the data is made possible by utilizing the VoltDB NewSQL relational database.[4]
In November 2014, deltaDNA received $3 million in Series A second round equity funding from Par Equity, STV Group plc and the Scottish Investment Bank, who were existing investors, and from new strategic investor Edge Performance VCT.[5] This has taken the total funding granted to $5 million to date.[6] The company opened an office in San Francisco in January 2015.[7]
At the 2014 Digital Technology Awards in Scotland, deltaDNA won the Best New Product or Service Award.[8]
In September 2019, deltaDNA was acquired by Unity Technologies.[9]
In November 2014, deltaDNA launched a free academic licence in partnership with Abertay University, Dundee, available to both undergraduate and post graduate games courses [10]
deltaDNA launched Benchmark in February 2014, a consultation service to provide practical guidance for developers working on free-to-play games. The service involves assessing each title across 75 different categories, such as engagement, retention and monetization[11]