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Halfbrick and OtherLevels Keeping Mobile Gamers Engaged

Game Developer Partners with Mobile Analytics Leader to Fine-Tune its Messaging and Connect with Gamers

SAN FRANCISCO, CALIFORNIA -- (Marketwire) -- 12/05/12 -- Globally-renowned game developer Halfbrick is joining forces with OtherLevels, a leader in analytics and retargeting for push, SMS and mobile email messaging, to maximize the value of its audience. Halfbrick is using OtherLevels' analytics to boost engagement and monetization within its mobile apps by measuring push notifications in 13 languages, across 24 time zones.

Halfbrick produces some of the world's favorite games, including Fruit Ninja, downloaded over 300 million times and installed on a third of US iPhones. With such download volumes, Halfbrick needed a partner that would help fine tune its mobile messages. Through OtherLevels' A/B split testing platform, Halfbrick can gauge which messages are more effective by identifying those that deliver higher conversions - all without disrupting game play.

"A US gamer isn't necessarily going to respond to a push the same way an Indonesian or Chinese player would," said OtherLevels CEO Brendan O'Kane. "We're helping Halfbrick better understand its audience and drive ROI by showing which messages generate longer sessions and increased in-app purchases as well as the right moment to deliver push messages for maximum impact."

This level of granular data, including individual or derived cohort levels, means in-game messaging will be timely and relevant and more likely to be acted upon. In other words, effective in-game messaging becomes game-like in itself. That's exactly the kind of win-win gamers and marketers are looking for to keep players engaged with the real world while they play in a virtual one.

"We wanted an experienced partner with international focus who could provide us with best-practice knowledge and strategic guidance on our push efforts so we could better engage the millions of users who play our games daily," said Halfbrick CEO, Shainiel Deo. "OtherLevels' expertise is unmatched and we couldn't be more pleased to be working with them."

OtherLevels' platform is built to analyze hundreds of millions of push, SMS and mobile email messages for companies across multiple verticals, and provides the intelligence to engineer better mobile messaging campaigns. For more information about OtherLevels or to schedule an interview with Brendan O'Kane, please contact Vanessa Horwell at 305-749-5243 ext. 232 or at [email protected].

About OtherLevels

OtherLevels enables mobile games developers, brands and publishers using Push Notification, SMS and mobile email engage, retain and maximize the value of their audiences through mobile messaging analytics and retargeting. Based in San Francisco and Brisbane, Australia, OtherLevels offers A/B split testing, targeting, and retargeting through its app and mobile web analytics engine. Marketers can track and act upon a wealth of data, including sent vs. opened pushes and organic vs. prompted open rates, by linking message copy to user behavior. OtherLevels provides a set of Native App and Mobile Web libraries that embed their capabilities into all mobile platforms, while working seamlessly with push vendors and SMS aggregators, as well as in-house Push solutions. OtherLevels supports clients with over 300 million downloads, demonstrating scale that can meet the demands of the largest global enterprises.

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About Halfbrick

Founded in 2001, Halfbrick has been on the forefront of the Australian game development industry for more than a decade. After years of experience developing licensed titles for platforms such as Game Boy® Advance, Nintendo DS(TM) and PSP®, the studio began expanding its portfolio with a range of original self-published games for downloadable platforms. In 2010, Halfbrick became one of the most well known independent developers in the world with the success of Fruit Ninja, Monster Dash and Age of Zombies on mobile devices, and other releases such as Raskulls and Fruit Ninja Kinect on Xbox LIVE® Arcade. The studio continues to create fun and unique games and looks to explore new opportunities and technologies in the world of casual games development.

For more information, please visit

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