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Latvian startup Monetizr raises $4M to revolutionise in-game ads

Monetizr founders
Picture credits: Monetizr

Advertising budgets are increasingly shifting towards gaming, with more than 3 billion gamers worldwide and successive generations moving increasingly away from television. The market for in-game advertising is projected to reach $32 billion in 2023 and $46 billion by 2027, and data shows a broad demographic, with more than half of mobile gamers over 35 years old. 

Founded in 2016 in Riga, Latvia, with headquarters in Atlanta, Monetizr is looking to unlock mobile games’ advertising potential by delivering targeted, engaging brand experiences without disrupting gameplay. It allows brand managers to buy scalable and cost-effective ads across its data-driven consumer engagement platform while helping publishers monetise their games by defining a new class of in-game ad assets.

Raises $4M funding 

Now, the advertising experience platform Monetizer has raised $4 million in funding led by Change Ventures (that backed Algori, Aerones, and RecruitLab), with participation by Techstars and Ludus Ventures. The round was joined by prominent angel investors – Ari Paparo, CEO at Marketecture Media and former executive at Google and Beeswax, and Jared Schrieber, Founder of InfoScout/Numerator. 

Monetizr will use the funds in two ways. Firstly, it will build out its sales teams in North America, with new hires in Atlanta, New York, Chicago, and Philadelphia. The second focus area will be technical and product development, where Monetizr will be making key hires in the development hubs in London, Riga, and Helsinki. 

“Instead of providing stagnant and siloed digital ad units, Monetizr integrates brand stories into the actual games, increasing attention engagement ten times that of antiquated digital advertising and creating meaningful connections with consumers,” said Andris Merkulovs, CEO and co-founder of Monetizr. “We are connecting the brand story with the game story. For brands, the opportunity to be part of the game rather than a roadblock is incredibly powerful. We want to help brands tell authentic stories that enhance gamer experiences.”

Andris Berzins, Partner, at lead investor Change Ventures, said: “We’ve been following Monetizr for a few years and we are delighted to be investing now as we believe it is the last chance to get on board before the company embarks on an explosive growth trajectory. Speaking to Monetizr’s clients, they tell us it is the only ad platform delivering engaging, scalable in-game advertising that gamers don’t hate. We believe Monetizr is the spark that is going to ignite global mobile games advertising.”

Revolutionises mobile games advertising

Founded by Andris Merkulovs and Martins Bratuskins in 2016 in Riga, Latvia, with headquarters in Atlanta, Monetizr is a cutting-edge platform revolutionising mobile games advertising. 

Monetizr offers brands repeated and varied storytelling opportunities throughout a single gameplay and does so via game-enriching experiences rather than background decorations. On the backend, the same SDK delivers valuable, anonymous consumer behavioural data that is critical in the wake of new Apple privacy rules that will soon eliminate the use of cookies and eliminate advertisers’ access to consumers’ in-app data. 

Already working with major CPG brands like Procter & Gamble and top game developers like Voodoo, Monetizr works at the intersection of gamers, publishers, and brands, finding innovative and sensitive ways to deliver immersive brand experiences that drive engagement at scale. 

By providing a unified and responsive ad platform, Monetizr sets its sights on unlocking the full potential of the rapidly growing market of 3.8 billion mobile gamers worldwide. Monetizr has already partnered with several Fortune 500 companies and global-leading games publishers. 

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