- Treasure Play seeks to solve devs’ UA, monetisation and analytical needs
- “App milestones” like installs and in-app purchases will be celebrated with player rewards
Get Industry News In Your Inbox…
Sign Up Today
Singapore-based Treasure Play is launching a new AI-powered incentive platform aimed at helping developers grow and engage their playerbase.
Through what it calls ‘incentivised quests’, the solution provides personalised tasks to users, taking them through ‘app milestones’ like installs and in-app purchases in return for rewards.
Treasure Play said this helps encourage players looking for new titles to play by offering in-game items, virtual currencies and Treasure Points as incentives, the latter redeemable in exchange for real-world rewards.
Initially aiming this new platform at mobile game developers, any dev who already uses a mobile measurement partner or Firebase for event tracking won’t need to obtain any further SDKs.
Disrupting traditional advertising
The company was founded by CEO Alex Arias, COO and CPO Andreas Risberg and CTO Bertrand Lamarque, who together have combined experience across King, EA, Microsoft and Playfish.
Upon founding the company, the trio explored the potential of web3 tech in video games under the name Trailblazer Games, but have since shifted to AI and rebranded to Treasure Play. Their resultant platform has campaign creation potential too.
The company previously raised $8.2 million in a seed stage funding round in 2022, backed by Play Ventures and Makers Fund.
“End users are gaining more control of their data, disrupting traditional advertising as a result,” Treasure Play CEO Alex Arias.
“This presents the opportunity for a new business model that benefits them directly, while driving deeper loyalty with the products they interact with, in a win-win relationship with app developers,”
“We believe that AI-powered incentives can revolutionise user acquisition by making it more personal and effective. With Treasure Play, developers have a seamless way to introduce quests that not only drive installs but also retain and reward users.”
While starting out with a focus on mobile game developers, the team intends to expand the AI platform’s potential to non-gaming app developers and other platforms in future.
