Led · Equity · Jul 2016

Madberry combines in-game behaviour pattern analysis with media-buying technology to predict individual gamers' likelihood to click, download, spend, share or uninstall. Its platform is used in live advertising campaigns to show banners or videos only to the most responsive audiences, and it sources traffic from programmatic ad exchanges, social networks, ad networks and other channels. The company says this approach helps game advertisers acquire higher-quality, paying users while minimizing user-acquisition budgets and can improve general game monetization by up to three times. Madberry has a sales and business development office in Helsinki and an R&D centre in Kyiv. The startup plans to spend the recently raised funds on R&D and on enhancing its technology to deliver highly targeted advertising campaigns on SmartTV. It also intends to increase its presence in the US market, where it already has partners and clients.