Mobile games marketing platform AppLift has purchased user acquisition platform Appiris for an undisclosed amount. It’s a significant industry acquisition, which will see AppLift alter its overall strategy, transitioning from focusing solely on gaming, to including apps of all genres. Appiris technology will be integrated into AppLift’s platform, along with the current team and existing clients.
The two companies have become one and will operate as AppLift, while Appiris non-gaming clients will be given access to AppLifit’s improved advertising technology, along with the chance to use the new DataLift media buying platform. AppLift has considerable international resources, with offices in both Asia and the U.S, plus its own user acquisition services extend to television and YouTube video campaigns.
AppLift’s CEO and co-founder Kaya Taner, said:
“The mobile opportunity is huge, both in the gaming and non-gaming areas. According to a study we conducted with Newzoo, mobile games revenue is expected to reach more than $40 billion in 2017, while Digi-Capital predicts that the share of the non-gaming sector is due to increase from 26% to 51% of all app revenue by the same year. With the integration of Appiris, AppLift is now in a great position to help advertisers from all verticals seize this tremendous growth opportunity.”
Stefan Benndorf, CEO of Appiris, also commented on the acquisition:
“We are extremely happy to join AppLift’s team and together build a global leader in mobile app performance marketing. With this integration, our advertisers will directly benefit from AppLift’s comprehensive technology stack as well as the expertise of running performance campaigns from mobile games over the past years. AppLift’s international presence will also better serve advertisers in established markets as well as in fast growing emerging, mobile-first markets.
Benndorf and fellow Appiris co-found Hugo Gersanois will join AppLift’s upper management team, and will continue on in their current roles. The newly integrated company will total 130 employees, with more than 5000 media partners, and in excess of 500 app advertisers.