Unified game advertising platform, iion, has secured seed capital investment. Founded in 2019, the company centralises 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.

iion's immersion platform addresses industry challenges such as fragmentation, measurement, creative and scalability. The funds raised will enable iion to further its global expansion efforts. iion collaborates with premium brands (Lego, KFC, L’Oreal and many others) and works with the big six media agencies and independent agencies. The company is backed by leading venture capital firms TEN13.vc, Archangel, and Pix Capital.

"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,” explains iion co-founder Sanjaya Molligoda. "We recognised 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,” concludes Molligoda.

"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.

Meanwhile, Stew Glynn, TEN13’s Co-Founder and Managing Partner, expressed his belief in iion’s potential, stating, “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 centralised platform and are proud to have led their first funding round and are excited for the significant leap ahead."

The seed capital will be used to 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.

"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.