Edinburgh-based AdInMo, has secured a $500,000 investment round led by Techstart Ventures, a leading investor in start-ups across Scotland and Northern Ireland.
The company has already made a key appointment, with Chris Wright, a co-founder of games analytics company Delta DNA (acquired by Unity Technologies in 2019), joining AdInMo as Chief Technology Officer.
AdInMo’s platform enables game developers to seamlessly integrate non-intrusive display adverts directly into gameplay. AdInMo ad placements work with game environments to create a seamless user experience, for example: as billboards in racing games, backgrounds to puzzle games, or coins and power-ups in platform games.
Using programmatic technology, advertisers can target audiences across numerous game genres via Internet Advertising Bureau approved formats, while tracking viewability and brand interaction metrics in real-time.
TechStart Ventures is no stranger to games technology companies. Previous investments include games services and liveops company ChilliConnect, which was also acquired by Unity in 2019.
The funding will enable the company to scale-up the platform’s capabilities and build its core team.
Kristan Rivers, CEO, AdInMo, told SGN:
“The in-game ad model is currently broken for all stakeholders. Advertisers can only run direct response campaigns, developers only get paid if a player clicks an ad and leaves their game, and players have to put up with constant disruptions.
“AdInMo’s dynamic in-game ad platform solves all of this, by seamlessly integrating non-intrusive ads into gameplay which are impossible to skip, block or ignore, and as a result, AdInMo ad units deliver 4x higher brand recall compared with video ads. Put simply: AdInMo delivers advertising that reaches the unreachables.”
Mark Hogarth, Partner, Techstart Ventures, added:
“Kristan and his team at AdInMo have developed an in-game advertising platform that enables brands to access an incredibly broad demographic at scale. AdInMo’s approach allows developers to monetize games without impacting the players’ experience.
“This is why Techstart was delighted to lead this seed round and we look forward to supporting AdInMo as it brings this exciting solution to the world’s most innovative advertisers, publishers and developers.”
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