Unified game advertising platform, iion, has secured seed capital investment. Founded in 2019, the company centralizes game inventory for advertisers across all gaming environments. iion’s flagship product, immersion, is a comprehensive self-serve platform for creating, launching, and managing ad campaigns. The funding round was led by TEN13.vc, with co-investors Archangel and PixCapital.
Addressing industry challenges
iion’s immersion platform addresses industry challenges such as fragmentation, measurement, creativity, and scalability. The funds raised will enable iion to further its global expansion efforts. iion collaborates with premium brands such as Lego, KFC, and L’Oreal, and works with the big six media agencies and independent agencies. The company is backed by leading venture capital firms TEN13.vc, Archangel, and PixCapital.
Despite gaming having a large global and highly attentive audience of over 3.4 billion, brands have been slow to enter the space as there was no easy way to activate gaming campaigns in one place. We recognized the opportunity for a solution that overcame the common industry challenges in a seamless way that allows for easy activation via a self-serve game ad platform,” Molligoda concludes.
Sanjaya Molligoda, iion co-founder
Our platform addresses the need for robust measurement. It allows in-depth measurement of attention metrics and brand lift studies to ensure brands accurately assess campaign effectiveness and impact on brand health.
Giuseppe Martoriello, iion co-founder
iion strategic investment for growth
iion has developed a proprietary technology platform which intersects adtech and gaming, and solves real challenges faced by brands, advertisers, and game publishers. We believe in iion’s potential to build the centralized platform and are proud to have led their first funding round and are excited for the significant leap ahead.
Stew Glynn, TEN13’s Co-Founder and Managing Partner
The seed capital will expand iion’s team, accelerate its market penetration into the US and EU regions, and bolster its game publisher efforts in China. The investment will also enhance iion’s product roadmap, focusing on Artificial Intelligence (AI) and Machine Learning (ML) automation for seamless advertising across the gaming ecosystem.
Future prospects
We are thrilled about entering iion’s next growth stage. We have worked together as a founding team for 20 years, building and bootstrapping various programmatic media businesses. We’ve seen the game advertising industry’s evolution first-hand and have never been more excited about the opportunity to elevate gaming as an essential channel for brands.
Wout van Damme, iion co-founder
The successful seed capital investment marks a significant milestone for iion, positioning it for substantial growth and innovation in the game advertising industry. By addressing key challenges and leveraging cutting-edge technology, iion aims to revolutionize how brands engage with the expansive and engaged gaming audience.
