Activision Blizzard has announced a partnership with analytics company Flurry Inc to complement its mobile publishing business. Flurry is known for its mobile advertising and measurement expertise, which Activision will leverage to assist indie mobile studios with development, publishing, distribution, and promotion.

The partnership will make publishing under Activision Mobile a more attractive proposition by offering Flurry's tools to the developers. But, the studios themselves will retain full IP control of their property. Plus, a flurry is like a tiny blizzard, but that's probably just a coincidence.

"We are thrilled to partner with Activision to deliver the most developer-friendly partnership in mobile games today," said Flurry CEO Simon Khalaf in the announcement. "Activision's ability to support indie developer innovation, paired with Flurry's ability to reach over 250 million consumers daily through its AppCircle user acquisition network, positions us to help generate the next wave of top mobile games."