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deltaDNA (formerly Games Analytics) is a game analytics and personalization company founded in 2011 in Edinburgh, and rebranded in 2014 as deltaDNA. The company develops and markets an analytics and marketing platform for games that are primarily in the free-to-play market, and offers consultation services for game developers and publishers. The platform can be used to segment players based on their behaviour and ability, and then to augment their game experience. Real-time data collection and interactive analysis of the data is made possible by utilizing the VoltDB NewSQL relational database.