New marketing automation platform set to improve engagement and user retention
Mobile advertising specialist Opera Mediaworks' new platform is aimed at game and app developers and will allow them to monetise their mobile properties to their best potential. AdColony's Instant-Play HD mobile video technology will be featured in the platform making it the highest quality in-app mobile advertising. Opera Media are expanding their platform beyond just monetisation&nbsp;to instead "include tools to drive deeper engagement and retention to keep their customers coming back for more". 
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Mobile advertising specialist Opera Mediaworks has announced a new marketing automation platform aimed at game and app developers that will allow them to improve user retention and engagement as well as allowing them to monetise their mobile properties to their best potential.

The move follows an expansion of the company’s mobile ad platform that will deliver a new marketing engagement platform that has been developed by Yvovler, which recently became a part of Opera Mediaworks. The new offering is being integrated into the Opera Mediaworks and AdColony SDKs to deliver what Opera Mediaworks claims will be the highest quality in-app mobile advertising, featuring AdColony’s Instant-Play HD mobile video technology. AdColony is also a division of Opera Mediaworks.

The new functionality will be integrated this autumn with a live rollout with the product in the final quarter of 2015 with select partners.

The combined offering for game developers will now include fully-integrated analytics, A/B Testing, Advanced Player Segmentation, IAP Validation, digital and physical rewards with a proprietary real-time overlay system providing dynamic UIs and messaging that look and feel completely native to the end user.

“Our vision has always been to help developers with their strategic goals of driving strong engagement, retention and to maximise monetisation while balancing the highest-quality user experience,” said Will Kassoy, CMO, Opera Mediaworks. “Mobile app lifecycles are getting longer and, among top grossing apps, we see the ‘big getting bigger.’ To address these trends, we are expanding our platform beyond just ad monetization but to include tools to drive deeper engagement and retention to keep their customers coming back for more,” he said.

Opera Mediaworks also released its second quarter results this week and revealed that the Opera Mediaworks platform has now passed the billion user mark with 1.1 billion monthly users. Meanwhile the number of apps and websites that are powered by the Opera Mediaworks platform now exceeds 19,000 in Q2 2015 compared to 17,000 in the same period last year.