To first improve marketing analytics and then improve in-game analytics, Playrix-with assistance from AWS Enterprise Support-migrated to an Amazon Web Services (AWS) solution featuring Amazon Redshift, a fully managed petabyte-scale cloud data warehouse, and AWS Fargate, the engine for all extract, transform, load tasks in PlayrixвЂ™s marketing analytics. вЂњEvery successful mobile game requires not only a strong backend but also strong analytics of marketing strategies to acquire more users and in-game behaviors to optimize player retention and lifetime value,вЂќ explains Mikhail Artyugin, technical director of marketing automation at Playrix. While marketing analytics are important to track the success of advertising and other campaigns to reach and acquire new players, in-game analytics are critical for tracking behavior of players, including metrics that can be used to adjust in-game mechanics. But in the rapidly changing games industry, strong analytics are crucial to business growth and player experience.

As player numbers continued to grow, the companyвЂ™s original on-premises servers and self-hosted PostgreSQL database, along with its open-source analytics tools, struggled to scale as data quickly increased. This creates tens of petabytes of data that the company needs to analyze to drive insights on marketing campaigns and player behavior. Its applications have 1.2 billion downloads and see 85 million daily active users. As a leading casual game development company, Playrix is known for interactive mobile games.

Who owns playrix games