Game advertising platform iion secures seed funding for global expansion

iion, a unified game advertising platform, has recently secured seed capital investment, positioning itself to become the premier global solution for brands and agencies in the gaming sector. The funding round was led by TEN13.vc, a global network-driven venture capital firm, with co-investors Archangel and PixCapital. 

Founded in 2019, iion centralizes game inventory for advertisers across various gaming environments, providing publishers with access to brand budgets and multiple monetization opportunities. The company’s flagship product, immersiion, offers a comprehensive self-serve platform for creating, launching, and managing ad campaigns. It features real-time analytics and integrated measurement tools, making it a powerful resource for advertisers.

The seed capital will enable iion to grow its team, speed up its market entry in the US and EU, and strengthen its initiatives with game publishers in China. Additionally, it will advance iion’s product development, with a focus on incorporating AI and ML automation to streamline advertising within the gaming ecosystem.

Despite the global gaming audience surpassing 3.4 billion, brands have been hesitant to enter the space due to the lack of a unified platform for activating gaming campaigns. Recognizing this gap, iion co-founder Sanjaya Molligoda explains, “We saw the need for a solution that overcomes industry challenges in a seamless way, enabling easy activation via a self-serve game ad platform.” This realization led Molligoda, along with co-founders Wout van Damme and Giuseppe Martoriello, to develop immersiion in 2019, the first-of-its-kind game advertising platform for brands and agencies.

The immersiion platform addresses key industry challenges such as fragmentation, measurement, creativity, and scalability. It provides a central self-serve control center for brands and agencies, combining campaign management, contextual and audience targeting, a creative builder, and superior reporting and measurement tools, including brand lift studies and attention metrics. iion co-founder Giuseppe Martoriello emphasizes, “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.”

“I’m proud to have built the business with no funding for the last 5 years to what it is now, operating globally with a diverse team of 50+ across 12 locations and with 90% plus CAGR every year,” Molligoda said.