In the background of the Unity saga, another acquisition has been building. This time, Storemaven, a world class platform for App Store Optimization (ASO) and growth has been acquired by Zynga, a wholly owned subsidiary of Take-Two Interactive and a leader in mobile entertainment.

In an announcement which saw the financial details withheld, Storemaven and its growth technology will join advertising platform Chartboost under the portfolio of Zynga.

About Storemaven

Founded in 2015 by Eldad Abel, Adam Rakib and Gad Maor, the Israel based company is globally recognized as a leader in ASO and mobile growth. Storemaven has overhauled the approach towards creatives by developers. Providing a fresh angle with which leading mobile companies can measure performance and track growth via experiments.

About Zynga

With over 6 billion downloads across 175 companies and regions, Zynga is a titan of mobile entertainment. Headquartered in California since its founding in 2007, Zynga now has locations in Northern America, Europe and Asia. With one goal, connecting the world via games. Zynga is a wholly owned subsidiary of Take-Two Interactive Software a leading developer, publisher and marketer of world leading entertainment. Take-Two publishes through Rockstar Games, 2K and Private Division as well as Zynga.

The Context

The acquisition is a move by Zynga to increase the physical reach of their games. In a statement, Zynga highlighted the desire to harness and invest in growth technologies to further their in-house toolkit. But also, the chance to incorporate Israel, the home of Storemaven into its family and further their global presence.

Zynga’s Executive Vice President of Games Yaron Leyvand spoke of the acquisition as a move into the “hotbed of technological innovation” that is Israel. Going on to say, “this acquisition grants Zynga a meaningful footprint in the region. This exciting deal also allows us to continue building Zynga’s leading in-house technical capabilities and opens up our ability across the company to tap into the passionate and highly-skilled talent community in Israel.”

Speaking of the acquisition, CEO of Storemaven Gad Maor spoke of Zynga as an important partner. Pointing to Zynga’s “rich culture in data-driven decision making and innovation, expansive reach, and enormous ambitions” as the drivers behind the new partnership. Maor also spoke of prospects of the new alliance, stating “This combination allows us to maximize the impact of our expertise and products. We look forward to combining our technologies and unique culture with Zynga’s massive portfolio and Chartboost’s advertising platform, opening the door to building a world-class publishing platform that will launch global hits at scale."

Storemaven will join advertising platform Chartboost under Zynga’s portfolio.

By teaming up with Storemaven, Zynga will look to bolster its investment and usage of growth technologies. Alex Trembley, Executive Vice President and Chief Data Officer at Zynga said “Zynga has always invested in publishing technology, experimentation, and analytics that connect players to the fun and engaging experiences that we create.”

Trembley added, “With our acquisition of Storemaven, we gain additional, unmatched technologies and expertise to expand Zynga’s publishing platform and to solidify our leading position in the marketplace. Storemaven brings world-class optimization and intelligence technologies that are crucial to the success of publishing mobile games. We are excited to officially welcome this talented team to the Zynga family.”

The nuts and bolts of the acquisition have not yet been made public. But, it is yet another example of increasing consolidation in the mobile games market space. With more developers arming themselves with expansive toolkits in-house.

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