More funding activity coming out of the Berlin adtech scene. This time it’s the turn of online games marketing platform Ad2games, which is disclosing a $9 million Series A round. Backers include HitFox Group — the ‘startup factory’ that acquired the company back in 2012 — and VC firm 3TS Capital Partners, along with members of the Ad2games management team.
The new capital will be used to invest in Ad2games’ “user acquisition and traffic monetisation platform” — which helps games advertisers find users and players that are deemed to be a good fit for their games — as well as for further expansion, including beefing up the startup’s engineering headcount.
In addition to Berlin, the company has offices in San Francisco and Seoul and is planning to use part of the investment to grow its presence in São Paulo and additional Asian markets.
Ad2games currently counts more than 150 games publishers as its clients, including Tencent, Gameforge and Goodgame Studios. Additionally, it claims 4,000-plus media partners such as Pro7Sat1, SevenGames and Jeux Video as part of its ad2games’ network.
Via this network it’s able to deliver “quality” gamers — users who don’t simply install an app and bail, but are actually likely to be monetizable over the longer term (relative to the fickle nature of gamers, anyway). On the user acquisition side, Ad2games also works with other channels, such as native advertising, and YouTube and Twitch.
The fresh injection of cash for the company also comes amidst a slew of activity in Berlin’s adtech scene, including parent company HitFox Group.
The latter just launched a second company builder, this time one that focuses on fintech but still borrows from the same incubator model HitFox first used for its adtech and Big Data startups.
Meanwhile, Remerge, another Berlin-based adtech startup, saw its official launch in October off the back of a $1 million seed round led by Point Nine Capital.
The previous month, app analytics platform Adjust closed a $7.6 million Series C round.
And most recently, 2009-founded Fyber (previously known as SponsorPay) exited to publicly listed European media company RNTS Media for a price we pegged at €150 million.