WGE MAG: 41
“As long as we have a relationship with an individual or a business entity, we’ll do our best to provide the best service we can to help them meet their goals – whether that means finding a new game to love, or making sure we’re helping them optimize their marketing campaigns.”
iQU was founded in 2009, with the aim of servicing the online interactive entertainment market. The fast-paced growth of the gaming industry often left little time to garner information about those very gamers driving that growth. With that dilemma in mind GameriQU was created by te Reinout’s team – a sophisticated platform which maps gamer behaviour providing the Dutch company with a comprehensive database of online gamer profiles. “GameriQU tracks gamer activities wherever they happen, across multiple platforms and around the world,” says te Reinout. “We apply this behavioural knowledge to form connections between gamers, publishers and advertisers, creating a more robust marketplace for online games - a smart approach to the online games business.” “As gamers, one of the reasons we founded iQU was to develop a more efficient system for gamers to discover games, and for advertisers and publishers to distribute them. With great new games becoming available every day, we simply didn’t want to miss a thing. And that means we’re playing on multiple sides of the online games business spectrum.”
If the PR’s biography on Reinout te Brake may seem a little far-fetched for some within the games industry, the charismatic Dutchman certainly has that undoubted touch of arrogance which would back up any argument regarding his achievements. “When I first spoke of my plans within the games industry, my family’s reaction was along the lines of ‘How sweet. You must enjoy playing games.’ Once I secured the first round of funding, which was in the millions, their views changed and they could see how serious I was,” te Brake tells WGE:MAG as we look back on his dynamic entrance into the industry. “I was focused on figuring out how to make it easier for gamers to find games. After five or six years dedicated to the games industry, it dawned on me that loads of marketing budget was spent on getting gamers to buy the same game over and over. Why not help gamers find as many games as possible that are tailored to their preferences and likes? That’s when the idea of iQU was born.” “Today, we ensure that our gamers find the right games throughout their game career. From ages 0-88 we offer them games that, based on their history, game-play and preferences, are exactly what they want. Not only are we helping the gamers, we serve game developers by helping them find active players, not just registrations. Active players have the highest chance to become paying players. Our goal is to grow with developers to make ROI on their marketing budget.”
The murky world of analytics is one often derided by those on the outside of the equation. However, the Reinout te Brake model is one which its founder will bring a new level of confidence to the marketplace. “We’re adamant about adhering to the highest possible standards for iQU and all of our products,” says te Brake. “We’re committed to transparent reporting on our activities on behalf of all of the audiences we serve – for the good of gamers, our clients and our industry. “As long as we have a relationship with an individual or a business entity, we’ll do our best to provide the best service we can to help them meet their goals – whether that means finding a new game to love, or making sure we’re helping them optimize their marketing campaigns.” iQU currently boast an impressive portfolio of clients, including Bigpoint, Gameforge, Aeria Games, Riot Games, Ubi Soft amongst others. For more information on GameriQU visit their website www.iqu.com.