Mobile games marketing platform AppLift has purchased mobile user acquisition company Appiris, with the aim of expanding beyond the mobile gaming space into other verticals.
Appiris' team, clients and technology will all be integrated into AppLift's existing operations, operating under a refreshed AppLift brand. Both of Appiris' co-founders will join AppLift's top management team, with Stefan Benndorf, CEO, acting as an additional managing director and Hugo Gersanois, CRO, taking on a role to further the company's presence of non-gaming verticals.
"We are extremely happy to join AppLift's team and together build a global leader in mobile app performance marketing," said Benndorf. "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."
Appiris currently focuses on non-gaming apps, making it a perfect complement to AppLift's expertise in the gaming vertical. Once integrated into AppLift's existing adstack, the combined technologies will offer one unified, LTV-powered user acquisition platform for all advertisers, with non-gaming advertisers also gaining access to additional user acquisition services such as TV and YouTube campaigns.
"The mobile opportunity is huge, both in the gaming and non-gaming areas," said Kaya Taner, co-founder and CEO of AppLift. "According to a study we conducted with Newzoo, mobile games revenue is expected to reach more than $40bn (£25.9bn) in 2017, while Digi-Captial predicts that the share of the non-gaming sector is due to increase from 26 per cent to 51 per cent of all app revenue by the same year.
"With the integration of Appiris, AppLift is now in a great position to help app advertisers from all verticals seize this tremendous growth opportunity."