GEEIQ, the leader in insights, data and analytics for games and virtual worlds, has secured 拢5m ($6.8m) in new investment led by YFM Equity Partners.
The round included participation from GFR, Haymarket and existing angel investors, as brands accelerate investment across platforms including Roblox, Fortnite and ZEPETO.
London-headquartered GEEIQ was launched in 2018 and works with a range of global brands including Walmart, L’Or茅al, Gucci, NASCAR and Warner Bros.
Brands use GEEIQ to benchmark performance, identify partners and creators, and optimise spend across activations, campaigns and social channels.
The raise follows earlier backing from YFM Equity Partners and marks a major milestone in GEEIQ鈥檚 growth.
Charles Hambro, CEO and co-founder at GEEIQ, said: 鈥淎t GEEIQ, our vision is to shape a future where every brand thrives in virtual worlds.
鈥淲hat was once seen as an experimental corner of marketing is fast becoming one of the most important places where the next generation spends time, builds identity and engages with brands.
鈥淗istory doesn鈥檛 repeat itself, it rhymes, and virtual worlds are now entering a very familiar verse.
鈥淛ust as social media became a core marketing channel once brands had the data, measurement and intelligence to invest with confidence, the same transition is now happening here.
鈥淭his $6.8m (拢5m) raise will help us accelerate our mission, deepening our product, data partnerships and AI capabilities as we build the intelligence layer behind enduring brand success in virtual worlds.
鈥淚鈥檓 incredibly grateful to YFM for leading the round, and to GFR Fund, Haymarket Ventures and our industry angels for backing the next chapter of GEEIQ.鈥�
Adam Hart, partner at YFM Equity Partners, said: 鈥淰irtual worlds are now an established and growing part of the digital landscape. As brand investment increases, the need for robust, independent measurement becomes critical.
鈥淐harles, James and the team at GEEIQ have positioned the business as the platform-led analytics provider in this space, with enviable data partnerships.
鈥淭heir ability to aggregate and interpret data across platforms gives brands the insight they need to make informed decisions and positions the company well for continued growth. It is a pleasure to provide more capital for GEEIQ to capitalise on this opportunity.鈥�
YFM invests between 拢3m and 拢15m in fast-growing UK businesses and has offices in London, Leeds, Manchester, Reading and Birmingham.