5Rocks

5Rocks was a South Korean company specializing in business intelligence and analytics for mobile game developers. Founded in 2010 by Changsu Lee and Jeong-Seok Roh, the company initially operated under the name ABLAR Company before rebranding to 5Rocks with the launch of its signature service. Changsu Lee, who served as CEO, brought prior experience from his time as a product manager at SK Telecom, Korea's largest telecommunications company, and from working at the Japanese game developer and publisher, GameON.

The company's core business was providing a comprehensive analytics and operations platform designed to help mobile game developers maximize the lifetime value (LTV) of their users. The platform offered detailed user segmentation, allowing developers to group players by behavior, purchase patterns, and referral channels. This enabled clients to analyze user behavior in real-time and tailor in-app experiences and marketing campaigns accordingly. Key features included cohort analytics, push notifications, and tools for in-app campaigns such as product promotions and rewards. By using these tools, developers could identify different user groups—such as highly engaged or at-risk players—and deliver targeted messages to improve engagement and monetization. The service was utilized by mobile game developers, publishers, and ad networks, with clients including major Korean game companies like SundayToz and Gamevil.

In August 2014, just a few months after launching in April of that year and securing over 450 developer clients, 5Rocks was acquired by Tapjoy, a US-based mobile ad-tech and monetization platform. The acquisition was a strategic move for Tapjoy to integrate 5Rocks' analytics and marketing automation capabilities into its own offerings, aiming to provide an all-in-one SDK for developers that combined analytics, marketing, and ad monetization. Following the acquisition, the entire 5Rocks team, including CEO Changsu Lee, joined Tapjoy, with Lee taking on the role of vice president of publisher analytics and insights. The 5Rocks platform was fully integrated into Tapjoy's nGen Platform later in 2014.

Keywords: mobile game analytics, business intelligence, lifetime value maximization, user segmentation, cohort analytics, in-app campaigns, marketing automation, player retention, mobile game monetization, ad-tech, Tapjoy, Changsu Lee, Jeong-Seok Roh, ABLAR Company, app analytics, user behavior analysis, mobile CRM, push notifications, data analysis, game development tools