PlayHaven
The business, the turning points, and the decisions behind them.
Some sections are still being researched2 / 4
Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
PlayHaven was a mobile ad network for game developers, founded in 2008 as the gamer social network MyGameMug (GameMug). After several pivots under CEO Andy Yang, it found its niche in performance-based mobile game marketing: user-acquisition and monetization tools, push notifications, and an ad network that at its peak served ads to over 18,000 games and 250 million monthly active users.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Founded
PlayHaven starts as the gamer social network MyGameMug; it later pivots to mobile game marketing under CEO Andy Yang.
- Merges with Kontagent
PlayHaven merges with mobile analytics firm Kontagent to form Upsight.
- Sold to Science
In September 2014, Upsight sells the PlayHaven ad network to startup studio Science Inc.
- Acquired by RockYou
On May 6, 2015, RockYou acquires PlayHaven from Science for an undisclosed sum to turbocharge its mobile expansion; the entire PlayHaven team joins RockYou.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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