Software provider Adthena has secured £2m in funding from Mel Morris, the entrepreneur behind Candy Crush.

The Shoreditch-based company says it will use the money to boost its growth across the UK and Australia, as well as expanding into the USA, Germany and France.

Ian O’Rourke, founder and CEO of Adthena, commented: “We’re delighted to welcome Mel on board to support our international expansion. He brings a brilliant and highly successful business mind to Adthena and invaluable experience.”

Adthena’s technology platform provides search marketers with competitive market insights, enabling them to acquire more customers from the insights of their competitor’s activities.

“With this investment we will be able to take our patented ‘Whole Market View’ technology to even more brands to help ensure they are able to identify threats, spot market opportunities and boost online acquisitions,” O’Rourke continued.

The Candy Crush entrepreneur commented: “With search marketing spend making up on average 50% of marketing spend, there is a clear market opportunity for Adthena with their patented technology to provide marketers with a unique  ‘whole market view’. Adthena has proven market traction in the UK and Australia, with over 120 customers, and the investment will enable them to expand into new markets and exploit the $83 bn search marketing opportunity.”

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