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Glu Mobile — Improving Results Across Millions Of Users

Case Study

Glu Mobile is a leading global developer and publisher of free-to-play games for smartphone and tablet devices. The creator of compelling original games such as Gun Bros and Deer Hunter, Glu reaches over 5 million daily active users and its games have achieved over a billion downloads. Glu is headquartered in San Francisco with teams in Canada, China, India, Korea, Russia, and Seattle. A number of its games typically rank in the US list of Top 100 grossing mobile games.

The Glu team was eager to make the most of user, operational, financial, and marketing data, to ensure that its customers were having the best experience possible, and to ensure that they maximized gamer lifetime value.

Glu generates revenue when gamers purchase in-game items. Executives and product managers wanted to know detailed revenue metrics, often as quickly as the data was coming in. Marketers wanted to know the impact of campaigns on clicks and installs, while the operations team wanted to know about uptime, outage, and user concurrency metrics. As a public company, Glu is also required to track and report key metrics impacting revenue recognition.