Press Releases

PlayFirst Opts for Coremetrics

Leading Casual Game Publisher Cites Data Integrity/Robust Segmentation as Top Reasons for the Move to Coremetrics

SAN MATEO, Calif., October 28, 2008 – Coremetrics, the leading provider of digital marketing optimization solutions, today announced that PlayFirst, Inc. has signed up with Coremetrics for its web analytics implementation. PlayFirst marketers are making the switch to Coremetrics to address the company‘s need for more complete and accurate data, greater flexibility in segmenting and targeting site visitors and more comprehensive vendor support.

Widely recognized as the leading publishing company to serve the now burgeoning trend of females and other nontraditional game players moving into the casual games space, Playfirst is best known for producing top-quality games within exclusive story worlds built around richly defined characters and compelling storylines. This innovative approach to entertainment consistently brings a wide range of diverse consumers back to their favorite characters, helping to create a largely undocumented consumer segment.

“One of the biggest marketing challenges we have faced is inconsistent and incomplete data on how people behave on our site,“ said Darryl Eaton, Senior Director of Product Management at PlayFirst, Inc. “Coremetrics captures end-to-end information that gives us insight into what customers are doing, which features and tools they prefer, and which pages convert well. As a result, we can invest in the features and tools that drive the most revenue and increase participation in our dynamic community.”

“It takes deep marketing know-how to get a game noticed, played and sold‚” said Jeff Schmidt, Senior Vice President of Worldwide Sales and Services at Coremetrics. “PlayFirst is successful because it aggressively seeks to understand its customers and what they are looking for. Coremetrics enables PlayFirst to capture metrics around customer purchasing habits. As a result, marketers can develop more effective strategies that maximize the brand equity for each game title, which is key in this competitive space.”

About Playfirst
PlayFirst is an innovative entertainment company dedicated to making games appealing to everyone. Engaging consumers through story worlds that capture the imagination‚ PlayFirst teams bring quality gaming experiences to life everywhere consumers want to play. PlayFirst games are available on popular platforms such as PC‚ Mac‚ Mobile‚ iPhone‚ handheld‚ and console. The company's portfolio includes world-renowned titles such as Diner Dash®‚ Wedding Dash®‚ Chocolatier®, and Dream Chronicles®. PlayFirst games are available in major retailers and on more than 500 sites in 21 languages. For more information‚ visit www.playfirst.com.

Founded in 2004 by veterans of Internet portals, traditional games publishers‚ entertainment software‚ and technology firms‚ PlayFirst is funded by Mayfield Fund‚ Trinity Ventures‚ Rustic Canyon Partners‚ and DCM. PlayFirst‚ Inc. is a San Francisco-based company headquartered within walking distance of the Bay.

About Coremetrics
Coremetrics is the leading provider of digital marketing optimization solutions. Its solutions generate high return on online marketing investment and continue to pay daily dividends in improved marketing performance. Over 1,200 online business sites, transacting over $15 billion this year, are now using Coremetrics’ Software as a Service (SaaS) solution to optimize online marketing efforts. Coremetrics’ solutions encompass advanced online analytics and precision marketing applications, including search engine bid management, email marketing and cross sell applications to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. The company is privately held with funding from 3i, Accel Partners, FTVentures and Highland Capital Partners, is headquartered in San Mateo, California and competes with Omniture and Webtrends. To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy.

Press/Analyst Inquiries:
Michela Stribling
Coremetrics
Tel: (650) 762-1433
Email: mstribli@us.ibm.com

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