Second Stage
Second Stage is a Berlin-based SaaS company that provides marketing intelligence and attribution software for PC and console game publishers and studios, with a flagship platform called TRACKS that unifies cross-storefront campaign analytics across Steam, Epic, PlayStation, Xbox, and Nintendo.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Second Stage does
Second Stage GmbH is a Berlin-based, privately held company founded in 2021 that builds marketing intelligence and attribution software for PC and console game publishers and studios. The company's flagship product, TRACKS, is a cloud-based platform that provides full-funnel visibility from first ad impression through post-launch player retention, integrating more than 65 media, social, and brand health data sources across Steam, Epic Games Store, PlayStation, Xbox, and Nintendo. The platform uses server-side tracking with no SDK required, combining deterministic matching (up to 98% per-match accuracy on same-device, same-day matches) with probabilistic statistical modeling to attribute installations, wishlists, and player lifecycle events to marketing campaigns. The product suite is extended by Gamemarketer, a go-to-market platform for Steam games with competitive intelligence and AI-powered content generation, and ReadySet.gg, a landing page builder designed for attribution tracking.
The company's revenue model is subscription-based SaaS with annual billing and multiple pricing tiers that are not publicly disclosed. Go-to-market is sales-led, with a prominent "Book a Demo" funnel, dedicated Junior Technical Account Managers targeting the Americas and Europe, and channel distribution through the Xsolla Ecosystem marketplace and agency partners such as Best in Slot. The company also operates the Second Stage Academy, a free educational platform with 53 modules across six learning paths, which serves as a top-of-funnel content engine. The founding team comprises three co-founders with over 75 years of combined experience at major publishers (Capcom, Codemasters) and global agencies (Starcom, Publicis), supported by a small remote-first team of approximately six core members. The company has received non-dilutive innovation funding from the Creative Europe MEDIA Programme, an EU funding body, and bootstrapped its growth to serve enterprise customers including Capcom, Red Barrels, Secret Mode (a Take-Two subsidiary), PLAION, Starbreeze, Daybreak Games, and Snail Games USA.
Second Stage firmographics
Firmographics- Name
- Second Stage
- Legal name
- Second Stage GmbH
- Website
- https://secondstage.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Second Stage is a Berlin-based SaaS company that provides marketing intelligence and attribution software for PC and console game publishers and studios, with a flagship platform called TRACKS that unifies cross-storefront campaign analytics across Steam, Epic, PlayStation, Xbox, and Nintendo.
- Ownership category
- akta.pro rank
Second Stage industry classification
Industry- Product category
- Gaming Marketing Analytics & Attribution
- NAICS
- Software Publishers (513210), Advertising Agencies (541810)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Analytics, Attribution & Measurement (Creator Performance, Audience Insights) (MPAFAEAI)
- akta.pro secondary industries
- Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Industry Research, Data & Market Intelligence (Charts, Sales, Analytics) (MPAFAMAG)
Keywords
Where Second Stage is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Second Stage business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- TRACKS Platform Subscription: SaaS platform subscription providing access to TRACKS marketing intelligence and attribution platform. Pricing is likely tiered based on game count, data volume, or campaign scale. The FAQ references 'different pricing options and tiers' and the ability to pause/reactivate subscriptions. Professional managed service support is included as part of the offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription-based SaaS with multiple pricing tiers |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Second Stage product offering
Product offeringCore offering
Second Stage builds marketing analytics, attribution, and intelligence software for PC and console video game publishers and studios. Its flagship product TRACKS delivers unified marketing intelligence and attribution across digital channels, supported by Gamemarketer for competitive benchmarking, ReadySet.gg for creator/influencer discovery, and Second Stage Academy for industry training.
Product overview
Second Stage offers a platform-plus-modules architecture built around its flagship product TRACKS, a marketing intelligence and attribution platform for PC and console games. TRACKS provides full-funnel visibility across awareness, engagement, wishlists, installs, and retention by integrating over 65 media, social, and brand health data sources. The product suite includes Gamemarketer (market research and competitive intelligence with AI-powered content generation), ReadySet.gg (landing page builder), and Second Stage Academy (educational content with 53 free modules). All products are designed for game studios and publishers to measure marketing ROI across Steam, Epic Games Store, PlayStation, Xbox, and Nintendo storefronts.
Differentiator
Problem solved
Functional benefit
Brands
- TRACKS: Advanced marketing intelligence and attribution platform for PC and console games, providing full-funnel visibility across every campaign, channel, and storefront.
- Gamemarketer
- ReadySet.gg
Products and services
- TRACKS
Quantifiable outcome
- Up to 30% ROI improvement for game marketing campaigns (The Outlast Trials case study)
- +4 more outcomes
Companies that use Second Stage
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles1 record
Second Stage technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
AI capability4 records
Feature11 records
Second Stage partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- XsollacoreSecond Stage was accepted as a Verified Vendor in the Xsolla Ecosystem — the curated marketplace where game developers and publishers discover and procure marketing tools. This provides distribution through Xsolla's extensive network of game industry clients.
- Best in SlotcoreGaming media agency that manages campaign execution for studios. Best in Slot worked closely with Second Stage to align reporting structures and integrate TRACKS tracking for Red Barrels' The Outlast Trials campaign. Best in Slot serves as an implementation and consulting partner.
- game — Verband der deutschen Games-BrancheminorGerman games industry association. Second Stage holds a membership, positioning the company within the German gaming industry ecosystem.
- Sustainable Games AllianceminorIndustry initiative focused on sustainability in games. Second Stage holds a membership, demonstrating commitment to industry responsibility.
- Medienboard Berlin-BrandenburgminorFilm and media funding body for the Berlin-Brandenburg region. Second Stage holds a membership, likely due to the company's Berlin headquarters and EU funding relationships.
- Red BarrelscoreRed Barrels used TRACKS for full-funnel attribution for The Outlast Trials across Steam, Epic, PlayStation, Xbox, and Nintendo. Second Stage integrated with Red Barrels' campaign setup in days, providing unified dashboards and hands-on campaign optimization support alongside Best in Slot.
- Snail Games USAcoreSnail Games USA used TRACKS for full-funnel attribution and player lifecycle analytics for Bellwright, tracking Reddit, Meta, influencer campaigns, direct media buys, and owned media. Implementation was lightweight with minimal developer resources.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Second Stage competitors and assessment
Company assessmentBroad incumbents
- Sensor Tower: Mobile and digital intelligence platform with strong footprint in gaming publisher analytics. Provides market intelligence and ad measurement that competes broadly with TRACKS's player lifecycle analytics.
- Newzoo: Global games market intelligence provider offering consumer insights, market sizing, and audience analytics. Competes with Second Stage's Gamemarketer module for gaming market intelligence wallet share.
- AppsFlyer: Global leader in mobile attribution and marketing analytics. Has begun expanding into PC/console and connected TV, making it the most credible competitive threat to Second Stage's crossover ambition.
- Adjust: Mobile measurement and attribution platform with growing focus on cross-platform measurement. Its scale and existing customer base in gaming make it a primary direct competitor as it expands beyond mobile.
Emerging players
- GameRefinery: Mobile gaming market intelligence platform providing game feature analysis, competitor benchmarking, and market insights. Adjacent competitor to Second Stage's Gamemarketer product for gaming market intelligence.
Direct peers
- deltaDNA (Unity): Game analytics and player engagement platform (acquired by Unity). Provides segmentation, retention, and attribution analytics for game studios, directly overlapping with TRACKS's player lifecycle analytics.
- Kochava: Omnichannel attribution and measurement solution covering mobile, web, and connected TV. Overlaps directly with Second Stage's cross-channel attribution and campaign optimization capabilities.
- GameAnalytics: Free-to-use game analytics platform with strong adoption among mobile and indie developers. Competes in player lifecycle analytics, retention cohorts, and DAU/MAU tracking that overlap with TRACKS's player lifecycle features.
- devtodev: Game analytics and marketing attribution platform serving game developers. Provides cohort retention, LTV, and ad attribution capabilities comparable to Second Stage's player lifecycle and attribution modules.
- Singular: Marketing attribution and analytics platform unifying spend, attribution, and creative data. Targets gaming and app marketers with a similar full-funnel value proposition to TRACKS.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Second Stage social profiles
Digital presenceSecond Stage compliance and trust
Trust signalCompliance4 records
Second Stage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Stage leadership team
Management profileNumber of profiles
Profiles3 records
Second Stage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Stage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Second Stage
What does Second Stage do?
Second Stage builds marketing analytics, attribution, and intelligence software for PC and console video game publishers and studios. Its flagship product TRACKS delivers unified marketing intelligence and attribution across digital channels, supported by Gamemarketer for competitive benchmarking, ReadySet.gg for creator/influencer discovery, and Second Stage Academy for industry training.
Is Second Stage a public or private company?
Second Stage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Second Stage founded?
Second Stage was founded in 2021. It employs 1 to 10 people.
Where is Second Stage based?
Second Stage is headquartered in Berlin, Germany, in the Europe region.
How does Second Stage make money?
One revenue line is on record: TRACKS Platform Subscription.
Who are Second Stage's main competitors?
Broad incumbents on record are Sensor Tower, Newzoo, AppsFlyer and Adjust. GameRefinery is listed as an emerging player. Direct peers are deltaDNA (Unity), Kochava, GameAnalytics, devtodev and Singular.
Does Second Stage have an API?
Yes. TRACKS API enables server-side game telemetry tracking for game installs, demo installs, and other player metrics. It handles postback conversions to all major ad networks. Steamworks API integration provides wishlists, followers, and traffic data. Supports custom event postbacks to social platforms (Meta, TikTok) for wishlist additions, store page views, algorithmic optimization, and audience segmentation. Landing page integration available via TRACKS API and GA4. Developer documentation is at secondstage.io/tracks.
What industry is Second Stage in?
Second Stage's product category is Gaming Marketing Analytics & Attribution. Its primary akta.pro industry code is MPAFAEAI, Analytics, Attribution & Measurement (Creator Performance, Audience Insights), with a secondary code of MPAAAFAH, Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs). Its NAICS code is 513210 and its SIC code is 7310.