Kiip operates a rewards platform that delivers contextual brand rewards inside mobile apps using a "moments marketing" approach. Its SDK is embedded in about 5,000 mobile apps and delivers roughly two to three million rewards per day. The company works with brands such as Coca‑Cola, Smucker’s, Campari, The Home Depot, Marriott, Advil and KitKat. Over the past year Kiip's revenue has doubled and the business is on the verge of breaking even; active engagement on Kiip rewards has risen to 19% from an average of 12%. With the new funding the company plans to ramp product development and build better tools for developers, including improved analytics and more native reward displays. CEO Brian Wong emphasizes creating a respectful, contextual mobile advertising experience that rewards users at relevant moments. Kiip combines loyalty and advertising by presenting brand rewards to users when they hit big moments in games and other mobile apps. The company is extending that moments-based model beyond advertising by offering the same engagement platform to brands to use inside their own apps. Kiip is selling the platform under a software-as-a-service model rather than an ad-based one. Brian Wong, co-founder and CEO, said the existing business continues to thrive and that this is a new customer for the same product. Kiip emphasizes mobile-first targeting technology to deliver the right reward to the right user at the right moment. The move is positioned as applying the company’s moments concept to customer retention and loyalty outside traditional ad placements. Kiip is a mobile rewards startup that helps brands connect with consumers through in-app rewards and contests. It powers rewards in partners' apps, including Yahoo Japan's mobile apps. The company says it is expanding into more verticals beyond gaming and aims to become more integrated into people's lives, potentially adding commerce features over time. Kiip raised an $11 million Series B last year, which included ad holding company Interpublic Group as a participant. The size of the new strategic investment from American Express Ventures was not disclosed; Kiip's CEO declined to comment on the amount. American Express Ventures was launched to back digital commerce companies, and Kiip said the investor will join its roster of strategic partners. Kiip provides a mobile rewards network that lets developers and brands give users real‑world rewards and run contests tied to in‑app achievements. The company positions its approach as a more engaging alternative to traditional mobile ads and is used across games and expanding into non‑game categories like fitness. Kiip reports giving out an average of five rewards every second across more than 400 apps, generating more than 100 million “moments of happiness” in the U.S. each month. It cites initial engagement rates of 18–22 percent, rising to over 50 percent among users who have previously redeemed a Kiip reward. Kiip is also pushing to become a consumer brand and plans to launch a dedicated app called "Kiipsake" to store rewards and surface apps that offer them. The company raised prior capital (a $4M Series A in April 2011) and is using the new funding to fuel expansion beyond games and to build consumer awareness. Kiip is a stealth in-game advertising startup founded by Brian Wong, Amadeus Demarzi, and Courtney Guertin. The company is building an ad platform focused specifically on games, aiming to leverage game mechanics to boost user engagement and developer monetization. Kiip said it will use the new funding to hire and to build out its platform and product, and plans to reveal more at AdTech next week. The announcement included four new hires: Chris Kobran (former Digg VP of Sales), Dan Silberberger (EA VP, joining as VP of Business Development), Mitchell Hashimoto (head of Development Operations), and Grantland Chew (mobile engineer). Financially, Kiip has closed a $4 million Series A. Hummer Winblad and True Venture figures will join the company’s board.

Total raised

$27M

Funding rounds

6

Latest round

Series C

Latest activity

Jul 2016