Flurry Making Friends in New Mobile Publishing Initiative with Activision

If you haven’t noticed, Flurry has dominated headlines in the mobile space this week. On Tuesday, Mobile Marketing Watch reported that Flurry is wowing the mobile advertising community with the introduction of Flurry Ad Analytics.

And then on Wednesday, Flurry took the spotlight again as Activision Publishing confirmed a strategic relationship with Flurry, the industry leading mobile application, advertising and measurement platform.

So what’s behind the partnership?

According to details announced this morning, the freshly minted colleagues will establish a new mobile publishing initiative that will identify and assist third-party developers in the development, publishing, distribution and promotion of independent titles on iOS and Android platforms.

The initiative will marry Flurry’s best-in-class mobile analytics and advertising platform with Activision’s industry experience, scale and mobile online platform, to provide developers with access to a large-scale customer base alongside best-in-industry development and monetization support. The games will be published under the Activision Mobile Publishing brand, however, the game developers will retain full IP control of their existing intellectual property.

“A world class partner such as Flurry will position Activision for mobile growth in the future and we are confident our relationship will yield significant insight into mobile development and distribution,” said Eric Hirshberg, CEO of Activision Publishing. “Additionally, Activision and Flurry are uniquely qualified to provide mobile developers with funding, resources and unmatched marketing expertise, while also allowing them to retain their intellectual property. We are confident this relationship and our new platform will yield significant results and are excited to launch it.”