To compare Scopely's use of first-party data with Niantic's reliance on third-party data, we need to understand how each type of data is collected and utilized.
First-Party Data
First-party data is collected directly by a company from its users, typically through interactions with the company's website, products, or services. This data includes user behavior, transaction history, and preferences. It is considered high-quality and reliable because it is collected with consent and reflects the actual behavior and preferences of the company's customers[1][4]. First-party data is particularly useful for personalizing ads and content, as it provides a direct relationship between the company and its customers, allowing for better control over consent and data policies[4].
Scopely, as a mobile gaming company, likely collects first-party data from its users through its games and platforms. This data could include user behavior, purchase history, and engagement metrics. However, specific details about Scopely's first-party data practices are not widely available.
Third-Party Data
Third-party data is acquired from external sources, such as data aggregators or providers, and is not collected directly from the company's user interactions. It offers a broader view of consumer trends and behaviors but may lack precision and relevance to specific business needs. Ensuring compliance with privacy laws can be more complex with third-party data, as companies have less control over how it was collected[4].
Niantic, known for games like Pokémon Go, collects extensive user data, including location information, device identifiers, and user settings[2]. Niantic's privacy policy allows for sharing user data with third-party service providers and other entities, which can include selling anonymized data to market research aggregators[2][6]. This reliance on third-party data sharing is part of Niantic's business model, where user data is a valuable asset that can be transferred or sold[2].
Comparison
- Data Collection and Use: Scopely likely focuses on collecting first-party data directly from its users, which is more accurate and reliable. In contrast, Niantic collects a significant amount of user data and shares it with third parties, which may include selling anonymized data for market analysis[2][6].
- Privacy and Compliance: Scopely's use of first-party data generally involves a direct relationship with users, making it easier to comply with privacy regulations. Niantic's reliance on third-party data and sharing practices requires more complex compliance efforts, as the company must ensure that its data sharing adheres to privacy laws[4].
- Business Strategy: Scopely's approach to data collection is more focused on internal user interactions, which can enhance personalization and customer relationships. Niantic's strategy involves leveraging user data as a business asset, which can be valuable for market insights but also raises privacy concerns[2][6].
In summary, while Scopely likely emphasizes first-party data collection for personalized experiences and direct customer relationships, Niantic relies heavily on collecting and sharing user data with third parties, which is integral to its business model but poses more significant privacy and compliance challenges.
Citations:
[1] https://www.customerlabs.com/blog/what-is-first-party-data-comprehensive-guide/
[2] https://archive.epic.org/privacy/ftc/FTC-letter-Pokemon-GO-07-22-2016.pdf
[3] https://www.comparably.com/competitors/niantic-vs-scopely
[4] https://usercentrics.com/knowledge-hub/zero-first-and-third-party-data/
[5] https://cdp.com/articles/the-difference-between-first-party-second-party-and-third-party-data/
[6] https://www.reddit.com/r/TheSilphRoad/comments/ascwcy/niantic_and_your_data/
[7] https://techcrunch.com/2025/03/12/pokemon-go-maker-niantic-is-selling-its-games-division-to-scopely-for-3-5b/
[8] https://www.scopely.com/en/news/why-scopely-is-teaming-up-with-niantic-games
[9] https://pokemongohub.net/post/news/who-are-scopely-the-potential-buyers-of-niantics-games-division/
[10] https://www.reuters.com/markets/deals/pokemon-go-maker-niantic-sell-game-division-saudi-owned-scopely-35-billion-2025-03-12/