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GameGenetics GmbH is a leading player in user acquisition for free mobile and online games with more than 100 billion games ad views every month. Located in Berlin, GameGenetics works closely with leading game publishers such as Electronic Arts or Ubisoft and helps game developers and advertisers from around the world to drive and monetize traffic to their games.

To develop a digital dashboard to be used by GameGenetics’ internal teams and their customers to manage and optimize games advertising campaigns.


A digital performance dashboard ensuring visibility into a variety of advertising performance data and metrics tracked.


GameGenetics GmbH – founded in 2009 in Berlin – is a leading player in user acquisition for free mobile and online games. The company enable game developers to attract players and provide international publishers with access to a first-rate gaming portfolio. To reach out to relevant target groups, GameGenetics has built up an international distribution network comprised of more than 3,000 channel partners such as Dell, MSN and Lenovo, and hundreds of gaming websites and advertising networks such as Facebook, Yahoo! and Google.


The client was looking for a software development team to augment their own in-house capacities. Selleo provided resources and skills with which the client was able to implement some of their backlog items earlier, faster and – most probably – cheaper than they would with their own resources only. We started the project with a kick-off collocated with the client team in Berlin, which ensured fairly close collaboration and good understanding of the project and the business as a whole. We have been using SCRUM for daily collaboration with the client team.


With more than 100 billion worldwide ad impressions per month and millions of game registrations, GameGenetics needed a solution which would allow their customers to track varied performance metrics for the campaigns run.
The platform provides an overview of advertising data and enables to track performance in real time on a single user friendly digital dashboard. The internal teams can easily gain access to the relevant metrics and effectively optimize the campaigns they run.


The platform at its core consists of an interactive dashboard equipped with multiple charts and tables with several export functionalities.
The back-end of the application was developed in Ruby on Rails and AngularJS was used as a frontend library. The platform was integrated with an external service through an API to the Cassandra database. We also used Twitter Bootstrap, MySQL, HighCharts while implementing the project.


GameGenetics GmbH works closely with leading publishers such as Electronic Arts and Ubisoft and facilitates the distribution of mobile and online games. In doing so, the company helps game developers/advertisers to drive traffic to their games to acquire users from varied traffic sources. With a portfolio of over 1000 high quality online and mobile games available in over 30 languages and developed by more than 250 game developers/publishers, the client needed a powerful tool to provide a high level of service to their customers. The dashboard is the main tool GameGenetics will provide to the advertising clients, which enables the latter to monitor their campaigns with GameGenetics.