PlayFirst, a developer and publisher of casual games from San Francisco, has absorbed a small startup Big Head Mode (formerly GameFace). The goal is to increase the effectiveness of targeting and cross-advertising campaigns.
Startup founder Tipatat Chennavasin will take the position of product manager at PlayFirst, and his colleague Richard Au will become senior director of development.
In an interview with GamesBeat, the head of PlayFirst, Marco DeMiroz, highly appreciated the ability of Big Head Mode specialists to assess the behavior and preferences of players.
Big Head Mode collects and analyzes the data of those users who themselves willingly share it on social networks, spreading information about themselves (posts, likes, photos, and so on). Based on the information received, the guys draw graphs, which are then compared with the available data about the players.
According to Shenavazin, PlayFirst will test the Big Head Mode technology on its numerous players. The company’s MAU currently stands at about 15 million monthly active players.
A source: venturebeat.com