Second Stage

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.

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

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

• Marketing attribution software
• Gaming analytics platform
• Marketing intelligence tools
• Game publisher solutions
• Campaign performance analytics

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. 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

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability4 records

Feature11 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• XsollacoreGTM or Marketing Partner · 1 July 2026Second 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 SlotcoreImplementation/ SI/ Consulting PartnerGaming 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-BrancheminorOthersGerman games industry association. Second Stage holds a membership, positioning the company within the German gaming industry ecosystem.
• Sustainable Games AllianceminorOthersIndustry initiative focused on sustainability in games. Second Stage holds a membership, demonstrating commitment to industry responsibility.
• Medienboard Berlin-BrandenburgminorOthersFilm 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 BarrelscoreTechnology or IntegrationRed 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 USAcoreTechnology or IntegrationSnail 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

Broad 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

• Xx.com/secondstage
• LinkedInlinkedin.com/company/secondstage
• YouTubeyoutube.com/@secondstage
• TikToktiktok.com/@secondstage
• Facebookfacebook.com/Second-Stage-61567277402094

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Second Stage