PlayHaven raises $8M to make mobile developers money

Developing a mobile game means juggling various goals from monetization and promoting your other titles to engagement and getting players to come back. That’s been a job that startup PlayHaven has helped developers manage and now the company is getting $8 million to expand its efforts and move into Europe and Asia.

The latest funding was led by new investor GGV Capital, with help from existing investors e.Ventures and Tandem Entrepreneurs, and comes on top of $3 million previously raised. I caught up with PlayHaven last year when the company upgraded its platform to handle real-time messaging through HTML5 overlay windows. The improved platform enabled developers to shift quickly between generating revenue through ads, promoting their other apps and getting users engaged through rewards and incentives.

PlayHaven wants to use some of the funds to build out its consumer insights and customer management tools. The company’s overall goal is to help developers maximize the lifetime value of their players.

This is actually the third business model for PlayHaven, which started out as a social network for gamers called MyGameMug before moving onto to create communities for mobile games. PlayHaven competes against companies such as Tapjoy, Chartboost, Flurry and others who are helping developers better monetize their games.