British digital marketer acquires Israeli user-acquisition platform DAU-UP for $19M
British digital marketing services firm XLMedia has acquired Israel’s DAU-UP, which helps game companies acquire mobile users more profitably, for $19 million in cash and stock.
Publicly traded XLMedia, based in London, said the acquisition of DAU-UP (formally known as ExciteAd Digital Marketing) will help it diversify its holdings and immediately boost its profits. DAU-Up recently announced it was entering the competitive market for acquiring new users with a platform that is aimed squarely at mobile-game companies. User acquisition is one of the toughest tasks for mobile games in an age where players churn through products rapidly. Companies that get it right, such as Finland’s Supercell, maker of the No. 1-ranked Clash of Clans, can reap huge benefits.
DAU-UP’s Mobile Gamer User Acquisition Solution helps a game company get new players via mobile media. Since 2011, DAU-UP has been providing game promotion tools to a number of developers…