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Zynga acquires mobile growth and ASO firm, Storemaven

David Murphy

Games company Zynga has completed the acquisition of mobile growth and App Store Optimization (ASO) firm, Storemaven. Expanding Zynga’s existing operations in Israel, the Storemaven team will combine its mobile technologies with Zynga’s global portfolio and Chartboost’s advertising platform. Financial terms were not disclosed.

The deal is Zynga’s first acquisition since it was bought for $12.7bn by Take-Two Interactive Software in May. It’s interesting too in showing the importance Zynga attaches to app marketing and ASO. In 2021, the company paid $250m to acquire mobile ad network, Chartboost.

Founded in Tel Aviv in 2015 by Gad Maor (CEO), Adam Rakib (President), and Eldad Abel (CPO), Storemaven creates mobile growth and ASO technologies to enable mobile companies and game developers optimize their creatives, conduct growth experiments, and measure performance. With the acquisition, Zynga aims to enhance its use of, and investment in, state-of-the-art growth technologies; augment its leadership position in reaching mass audiences; and further its mission to connect the world through games.

“Zynga has always invested in publishing technology, experimentation, and analytics that connect players to the fun and engaging experiences that we create,'' said Alex Tremblay, Executive Vice President, and Chief Data Officer at Zynga. “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.”