Virtual worlds intelligence platform GEEIQ has secured $6.8m (£5m) in new investment led by YFM Equity Partners, with participation from GFR, Haymarket and existing angel investors, as brands accelerate investment across platforms including Roblox, Fortnite and ZEPETO.
GEEIQ offers insights, data and analytics for games and virtual worlds to help brands navigate, measure and grow across these world-famous gaming platforms.
As activity spreads across more platforms, creators and formats, GEEIQ says measurement has become increasingly fragmented and brands need a consistent way to understand performance across virtual worlds, not just within them.
The firm says it is solving this challenge through a platform-led analytics approach that combines proprietary cross-platform data with deep category expertise.
The new investment will accelerate product development, including AI-powered planning and measurement capabilities, deepen strategic data partnerships with current and emerging platforms, and support expansion into new verticals and international markets.
“Virtual worlds are now an established and growing part of the digital landscape. As brand investment increases, the need for robust, independent measurement becomes critical,” says Adam Hart, partner at YFM Equity Partner.
“[GEEIQ’s] ability to aggregate and interpret data across platforms gives brands the insight they need to make informed decisions and positions the company well for continued growth.”
GEEIQ works with brands across sports, entertainment, retail, fashion and toys including Walmart, L’Oréal, Gucci, NASCAR and Warner Bros. Discovery.
