San Francisco, CA – August 28, 2012 - Playnomics, the market leader in predictive analytics for games, today announced a strategic partnership with Naked Play, a division of global brand strategy firm Naked Communications. Naked Play will now leverage Playnomics’ PlayRM™ platform to create and revamp consumer loyalty programs for brands, leveraging play patterns and game mechanics. Both companies are fully invested pioneers in deconstructing how and why people play, so integrating PlayRM predictive algorithms and data modeling together with Naked Play’s creativity will open new doors for brands, ad agencies, media buyers, game makers and beyond.
Playnomics is a pioneer in applying data science to how and why people play. The company’s PlayRM platform works with any environment that uses game mechanics – marketers can segment their audience by play patterns and engagement levels, talk to their most loyal fans on a 1-1 personalized basis, and find new audience by play personality and psychographics.
“We’ve inherently designed our PlayScience Engine and PlayRM platform to be useful beyond game developers alone,” said Chethan Ramachandran, CEO of Playnomics. “Our partnership with Naked Play means brands can now build hyper-targeted loyalty programs for consumers based on their play personality. The power of play is that it reveals what people really are about – how social or competitive they are – and together we are the first to unlock this fundamental human behavior for brands.”
Naked Communications, the branding agency responsible for communication strategy and positioning on behalf of international names like Coca Cola and Nokia, recently launched a new sector of their agency called Naked Play that focuses specifically on applying best practices from gaming to brand environments. Using PlayRM, Naked Play will now offer an end-to-end solution for brands wanting to revamp their loyalty programs using game mechanics and the science of why people play.
“Naked Play's partnership with Playnomics gives our clients an arsenal of unparalleled insight into patterns of behavior that drive engagement within specific game environments,” said Steve Gatfield, co-chairman of Naked Communications. “This intelligence will be central to the strategic development of gamification, which let’s be honest, is a key recommendation across the advertising world these days, and rightfully so, for building deeper, more meaningful relationships between brands and their fan communities.”
“Communications strategy without solid data backing is about as good as an advertising campaign without solid data results,” added Jonny Shaw, founder of Naked Play. “You can’t function without data. Partnering with an expert in social gameplay analytics gives Naked Play clients the absolute best advice and results we – or anyone else – can drum up.”
To learn more about the PlayScience Engine and PlayRM platform, visit Playnomics at http://www.playnomics.com/playrm-features.
Founded in 2009, Playnomics is the global leader in quantifying play behavior. Comprised of entrepreneurs and industry experts who pioneered data mining in finance, information security and bioinformatics, Playnomics was the 2010 winner of the VentureBeat startup competition “Who’s Got Game”. In 2012, Playnomics launched the first-ever CRM platform for games called PlayRM™, and grew its predictive PlayScience Engine to score over 35 million monthly active players across dozens of the leading online games and brands worldwide. San Francisco-based Playnomics is backed by leading venture investors, including FirstMark Capital, Accelerator Ventures and TriplePoint Capital. For more information, please visit www.playnomics.com.
About Naked Communications
Naked Communications is a unique communications consultancy — one of the five most innovative companies in marketing, according to Fast Company, March 2009. Through neutrality and collaboration, Naked leads the field in integrated marketing communications. At a time when executional agencies remain rooted in their 20th century structures, Naked offers a 21st century solution for 21st century business problems, allowing brands to structure for success. Naked catalyzes and directs change without overhauling the existing agency structure, providing focus and objectivity, and maximizing the output of agencies’ resources.