GameAnalytics is getting into the publishing game with Runway

The Copenhagen-based analytics company GameAnalytics has gone ahead and launched its own mobile game publishing label, Runway, aimed explicitly at helping small indie studios quietly soft-launch their games in isolated markets ahead of a global release.

This is intriguing because it's not exactly common to see an analytics platform get into the publishing game. GameAnalytics is trying to capitalize on that by making a show of applying its experience tracking analytics data from developers like Hipster Whale (Crossy Road) and Wild Road (Jelly Jump) towards marketing and promoting new mobile games from small teams.

In addition to managing their soft launch and global rollout, Runway is offering partners assistance with promotion, advertising and social media marketing.

"It really does feel like the right time to make a difference with data, and we're keen to talk to developers who grasp the benefits of a targeted, managed soft launch," stated Runway chief Tom Kinniburgh in a press release. "We see Runway as a way of giving developers a clear strip to take off from. It's about time that everyone had the same opportunities, however big or small their studio is."