Airnow PLC has acquired mobile growth services provider Lab Cave, which specialises in portfolio management, App Store optimisation and launches for the global mobile gaming industry.
Based in Madrid, Lab Cave has 30 staff and Airnow said it will grow its specialist, multidisciplinary team to handle increased, larger scale publishing projects in the mobile gaming industry.
Airnow will work with Lab Cave boss Luis Bertó to define and drive the new direction of the business in line with Airnow goals, it said.
The acquisition will enable Lab Cave to further extend its own expertise in the mobile gaming market, Airnow said, with plans to invest in new tools, training and people.
The deal follows Airnow's acquisition of MightySignal last July, and purchases of Priori Data, Airpush and Abilott in the last five years.
James Eggleston, co-founder and chief operating officer at the UK company, said: “Lab Cave has used the Airnow Data tool for several years now, and this is the next natural step between two businesses that are passionate about the incredibly creative and rapidly growing mobile app industry.
“Lab Cave is a leading light in the mobile gaming market, and is set to bring fresh content into Airnow’s rapidly expanding ecosystem, which exists to enable global publishers to understand their competition, acquire users, increase revenue and maximise security in a single place. In turn, Lab Cave will make full use of Airnow’s extensive technology, data data, stronger toolsets, funding and structure to strengthen its own capabilities.”
Bertó said: "Airnow wants to invest and grow alongside us, while allowing Lab Cave the space to use our knowledge to drive the business forward to achieve our shared goals. This will allow our publishing division to focus on external titles, get more games into the mobile market with proper support, and help the hundreds of talented studios who are so close to having a hit but just need some assistance. Ultimately, we want to become the key hub for worldwide developers, and with Airnow by our side, we know we can achieve this goal.”