The "Facebook of China" is beefing up the tools available to mobile game developers.
Thanks to a new partnership with analytics company Flurry, Renren Games -- a subsidiary of Renren (NYSE: RENN ) -- will soon give developers access to app analytics and monetization tools, the company announced this week. Once the software integration is complete in early 2014, developers will be able to track metrics like active app users, player retention, and other in-app events through Renren Games' publishing/operating platform.
Renren Games inked the partnership as China's games market continues to grow. In February 2013, China surpassed the U.S. as the world's top country for active Android and iOS smartphones and tablets, according to Flurry. Moreover, Renren says that market research firm iResearch estimates China's mobile game market will top $1.28 billion and $1.77 billion in 2013 and 2014, respectively.
Renren touts Flurry as seeing a third of all global daily app sessions, and says more than 100,000 companies publishing more than 350,000 apps use its software. As an added bonus, Flurry's AppSpot ad platform uses all this data to serve gamers ads that are more relevant, boosting conversion rates.
Speaking of the deal in the company's press release, Renren Games CEO Edward He noted:
Renren Games has always emphasized the importance of big data analysis in its own operation and the practice has been leveraged across a wide range of Renren Games' businesses. By introducing a Flurry-integrated Renren Games experience to our developer partners we are providing the capability to generate powerful insights that improve app performance in the highly competitive mobile games space.
To date, Flurry says it has raised more than $50 million in venture funding and has offices in San Francisco, New York, London, Chicago, and Mumbai.