Major Raise for Virtual Worlds Measurement Firm GEEIQ

London-based gaming and virtual worlds insights and analytics specialist GEEIQ has raised $6.8 million in funding, with which to accelerate product development, grow partnerships and support expansion into new verticals and territories.

GEEIQ is led by CEO Charles Hambro (pictured) and works with global brands across sports, entertainment, retail, fashion and toys markets, offering an independent measurement 'layer' based on proprietary cross-platform data combined with category expertise. Clients can identify partners and creators, and optimize spend across campaigns and social channels to boost their performance across Roblox, Fortnite, ZEPETO and other channels.

The company also announced it was relaunching with a new brand identity and web site, and that it will expand its presence at industry events.

Hambro, quoted on pulse2.com, states: 'Our vision is to shape a future where every brand thrives in virtual worlds. What was once seen as an experimental corner of marketing is fast becoming one of the most important places where the next generation spends time, builds identity and engages with brands... Virtual worlds are now entering a very familiar verse. Just as social media became a core marketing channel once brands had the data, measurement and intelligence to invest with confidence, the same transition is happening here.'

The round was led by YFM Equity Partners, with participation from GFR, Haymarket and a number of existing angel investors.

The firm is online at www.geeiq.com .