In-game ad startup Gadsme has raised $ 8 million in less than a year.

Gadsome CRO and co-founder Simon Spool

Video Games Advertising New Hot Products. And advertising technology companies that specialize in in-game ad inventory are seeing an abundance of cash.

After just 11 months on the market, Gadsme announced on Wednesday that it had raised $ 8 million in seed funding.

The investment round was led by Galaxy Interactive, a venture capital firm specializing in gaming and interactive experiences and one of the biggest names in game publishing, Ubisoft.

According to Gadsome CRO and co-founder Simon Spall, game developers and publishers who have experimented or campaigned using Gadsom’s technology have also contributed to the funding round.

“[This funding round] It wasn’t just about raising capital. It’s about partnering with real gaming experts who can understand the product and help the company with our vision and implementation, “he said.

Bringing Ubisoft on board was a big win, especially for Spall, a longtime fan of the company’s hugely popular Assassin’s Creed series.

This was Gadsme’s first round of investor financing. The company was initially funded at the startup in 2019 by its co-founders Spaul, Guillaume Montex and Luke Vauville.

Gadsme plans to expand its existing team of six using investor funds and expand its operations in Europe, the United States and eventually the APAC region, Spool said.

He said it plans to develop a more interactive, gamified ad format suitable for popular genre games. This may include advertisements for first-person shooter games that can be shot instead of being clicked, or sports games that can be interacted with by hitting the ball. And it plans to add customization options for sponsored clothing and skins.

Gadsme plans to expand its marketing options in the Metavers environment, Spall said.

In-game advertising offer

Gadsme’s technology works with mobile, PC and console games. And it’s consistent with direct and programmatic ad placement.

“We’ve created our own SSP, so we’re able to access programmatic needs,” Spool said. Gadsme considers his SSP a key differentiator for his in-house tech stack.

Developers integrate Gadsme’s in-game advertising SDK into existing game code through development platforms such as Unity. A drag-and-drop interface allows for ad placements such as in-game billboards and sponsored game resources, including character costumes, car skins, and digital product placements. The SDK allows developers to add shading and other effects to these marketing resources so that they blend in with the gaming environment.

Although Gadsme’s technology is compatible with brand marketing and performance-based marketing, it focuses more on the latter because performance-based campaigns are much more common in the gaming space, Spall said.

With a focus on performance marketing, Gadsme works to make its ads as interactive and effective as possible without compromising the gaming experience, Spaull said.

In Voodoo’s Ball Mayhem, for example, Gadsme’s technology is used to insert billboard-style ads in and around playgrounds, mimicking the advertising experience at a live sports event. Ads are clickable but are programmed to reduce accidental clicks as they move around the player environment. When a player intentionally clicks on an ad, the gameplay is paused, and a browser-style page pops up with an interface that allows the player to shop for the products featured in the ad. After the player completes the transaction, they can take their game exactly where it left off.

Gadsme’s tech stack also includes a patent measurement solution that weighs criteria such as on-screen time and click-through rate to assign visibility scores to ad placements. Advertising effectiveness can also be measured through an advertiser’s third-party attribution partners or surveys for branding campaigns.

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