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King acquires data company Omniata

Firm will help casual specialist with retention and analysis

King has acquired data analytics firm Omniata, with the casual specialist confirming the deal after a report appeared on Venturebeat.

"We can confirm we have acquired Omniata," a company spokesperson said. "It's a great team and a proven platform that will add to King's analytical and technology capabilities." The value of the deal has not been made public.

Omniata, which has offices in San Francisco and Helsinki, will likely be put to work in customer retention and acquisition analysis, expanding King's existing policies of heavy user testing of multiple prototypes prior to full release, and in-depth examinations of the most effective monetisation strategies.

Omniata itself was founded by former EA and Digital Chocolate staff with the intention of creating a single source solution for companies looking to make the most of large scale metrics analysis. Attracting $6.8 million in investment in 2014, shortly after founding, the company has expanded its client base across the US and Europe. It's not known whether the firm will continue to offer its business to external partners.

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