New brand encompasses the former MMOTraffic.com and all of MMO Life’s services, and expands reach to mobile and social platforms
AMSTERDAM and LOS ANGELES – Aug. 17, 2011–In order to meet the demands of the evolving multiplayer online gaming market and to reflect the company’s expansion across gaming platforms and genres, MMO Traffic and its parent, MMO Life Group, are rebranding as iQU™(pronounced “eye-cue”). At its heart a data intelligence company, iQU is a marketing technology platform that uses the company’s unrivaled knowledge of gamer behavior across the Internet, social media, mobile devices and more to match game advertisers and publishers with the right gamers at the right time.
As of today, iQU now has the ability to reach gamers via social and mobile channels, with additional platforms planned for the future. To showcase some of its new features, iQU will present a working demo of a mobile app that lets consumers keep track of their games via their smartphones at Gamescom 2011 in Cologne, Germany. The launch of iQU comes as mobile entertainment experiences tremendous growth around the world; according to recent projections from Strategy Analytics, Juniper Research, Park Associates and GigaOm Pro it will be $52.8bn addressable market by 2015 across online, mobile, social and connected tv games.
Originally founded in 2009, iQU services revolve around GameriQU™ (pronounced “gamer-eye-cue”), a sophisticated platform that maps gamer behavior across platforms. As the Web’s most comprehensive database of online gamer profiles, iQU uses this intelligence to help advertisers target gamers in all territories and regions across the globe, as well as by specific profile preferences, such as game genre, game activity or payment history. This system of profile matching allows iQU to provide its clients with the most accurate assessment of target profiles and their value.
“iQU is creating a social graph of gamer activity that allows us to give advertisers the unprecedented ability to reach targeted audiences when they are most likely to engage with a game,” said Reinout te Brake, chief executive officer and founder of iQU. “No one else in the gaming industry can match our data intelligence on an international level.”
As part of its Gamer Society initiative, iQU operates a network of localized portals including the popular US portal mmogames.com. Offering news, reviews and exclusive content, Gamer Society is the social element of iQU, and is in the midst of expanding coverage to encompass the world of mobile games. Gamer Society is an integral part of iQU as it offers the gaming community a place to come together, and boosts the accuracy of matching an individual gamer to a title they’re inclined to begin playing.
“With more than 100+ million tracking points and 40 million player profiles around the globe, GameriQU enables us to scale our platform to unparalleled heights,” explained Jochem de Gruyter, chief technical officer for iQU. “As we expand to mobile and social games across more platforms, we’re constantly evaluating our data to ensure the iQU performance network of data profiles is as accurate as possible. We believe in giving advertisers results that favor quality, not quantity.”