Edinburgh-based GamesAnalytics moves into fast lane with Top Gear game

By KRISTY DORSEY
Published on 01/07/2012 00:00

A FIRM that produces software to analyse computer game playing has added to its list of big-name clients following the mobile launch of a title based on the BBC’s popular Top Gear programme.

The technology produced by Edinburgh-based GamesAnalytics has been incorporated into Top Gear: Stunt School Revolution, and marks the first time that the firm has worked on a project specifically designed for mobile devices.

The title is currently free to download on Apple’s iOS, and will soon be available on Android.

GamesAnalytics is one of the few companies in the global industry that focuses solely on helping developers bring in and retain more players. Its Predict technology also helps convert gamers from free to paid-for play.

Part of this involves providing real-time in-game messages. The firm’s software monitors player behaviour and allows developers to spot where a game might get too tough or too boring, which may lead to players dropping out.

The technology can “help” players while they are playing the game by detecting how they are playing and offering tips or hints.

During development and early-stage testing, GamesAnalytics can also help identify problem areas.

Chris Wright, co-founder and chief executive of GamesAnalytics, said the company expects to generate “substantial revenues” from the agreement with BBC Worldwide. The company, which has been trading for about 18 months, has in the past worked for Channel 4, Germany’s Bigpoint Games and a number of smaller UK developers.

“It is a great step up for us, but we have been working to build up a set of bigger customers,” Wright said.

“We have got another couple of big companies that we are just closing deals with, which is very exciting as well.”

GamesAnalytics has trebled in size in three months to 20 employees. In the case of the Top Gear game, the company says its technology boosted user retention by 95 per cent.

“A lot of what we do is identify where the pinch points are – where the frustrations in the game are located,” Wright said.