deltaDNA Secures $3m in Series A 2nd Round Funding Taking Total Investment to $5m

EDINBURGH, Scotland, November 4, 2014 /PRNewswire/ --

Additional investment of $3 million plus new strategic investor Edge Performance VCT, to help extend sales and marketing reach in the US and boost traction with global media companies    

deltaDNA, the Games Industry's leading analytics and game personalization platform, today announced that it has secured agreement for an additional $3 million in Series A second round equity funding, taking its total investment to date to $5 million.  

The latest round of investment has been secured through deltaDNA's existing investors Par Equity,  STV Group plc and the Scottish Investment Bank, the investment arm of Scottish Enterprise, alongside new strategic investor Edge Performance VCT , the specialist investment fund for the creative industries, which has interests in sectors ranging from digital media technology to children's and family entertainment.

With gaming now a mainstream entertainment channel, support from Edge Performance will give deltaDNA greater visibility amongst global media businesses, which are becoming an increasing force within the games industry.  

The investment will accelerate deltaDNA's distribution reach across North America and Europe and drive adoption of its real-time personalization and player insight platform across all Free-to-Play gaming sectors.

Uniquely cross-platform, deltaDNA has already been integrated by some of the industry's biggest game makers as well as a rapidly growing global client base of Free-to-Play publishers and developers including Tactile Entertainment, 505 Games and Herotainment.

Paul Atkinson, Founder at Par Equity, commented that "This investment by Edge alongside existing investors is further validation of deltaDNA's market leading technology in gaming analytics.  We are pleased to reinvest in the company on the back of significant commercial and technological advances over the last 12 months and look forward to continuing our role in helping deltaDNA achieve its full potential in this exciting growth industry."

Edge Performance VCT founder David Glick said, "Computer gaming is mainstream entertainment, with more than a billion gamers driving revenues of £43bn annually.  deltaDNA's technology provides excellent insights into the inexorable trend towards mobilization and personalization in gaming.   We have been very impressed by deltaDNA's team and we look forward to working with them to help develop the business further."

Mark Robinson, CEO, deltaDNA, added: "The Games Industry has come a long way in a short space of time using data to understand how games are performing.  However, it's real-time game personalization and big-data player insights that are critical to the long term success of games.

"As the independently-recognized leading analytics platform, we allow our clients to improve engagement and player experiences by giving access to rich functionality combined with fast, accurate and flexible data.  This investment enables us to strengthen our unique market position, and continue to deliver real ROI via the deltaDNA platform to publishers and developers globally."

About deltaDNA 

deltaDNA improves player engagement and lifetime values in Free-To-Play games.  Its technology solution uses advanced data mining and predictive modelling to identify and segment different player behaviors.  Through this insight, players can be targeted with real-time individually-targeted in-game messages offering personalized experiences that increase retention and revenues.

For more information visit http://www.deltaDNA.com

About Funding Partners 

Par Equity 

Par Equity is a venture capital boutique, focused on innovative young companies with significant growth potential.  It has a distinctive investment model, tailored to the requirements of young companies, that provides intellectual as well as financial capital.  Through an advisory panel, drawn from its investors, of successful entrepreneurs, executives and managers and the Par Syndicate (a business angel investor group focused on innovative businesses) Par Equity is able to marshal an extensive network of people able to help portfolio companies overcome their strategic and operational challenges and so build value.

STV Group plc 

STV is Scotland's leading media brand reaching over 3.6 million viewers each month via Channel 3 in Scotland and over 3 million unique users each month through its digital services. STV's digital business incorporates Scotland's most popular commercial media website, stv.tv, and a leading catch up service through the STV Player. STV's television production business, STV Productions, produces hit series including Catchphrase for ITV.

Scottish Investment Bank 

The Scottish Investment Bank  is the investment arm of Scottish Enterprise, operating Scotland-wide in partnership with Highlands and Islands Enterprise. It manages a suite of funds including the Scottish Co-investment Fund and the Scottish Venture Fund, which are partly funded by the European Regional Development Fund (ERDF); the Scottish Seed Fund, the Scottish Recycling Fund and the Renewable Energy Investment Fund. SIB is also the cornerstone investor in the privately-managed Scottish Loan Fund and an investor in Epidarex Capital's life sciences fund. These support Scotland's SME funding market to ensure businesses with growth and export potential have adequate access to capital. SIB also provides a team of financial readiness specialists to help companies prepare for new investment and more easily access finance.

About EDGE Investments 

Edge Investments is a specialist fund manager focused on the creative industries and the technologies which enable it. It operates the Edge performance VCT. One of the country's largest VCT which has raised more than £76m and invested in more than 48 companies.

Edge's long established networks and specialist expertise in the entertainment and media sector means it has early access to new opportunities - and the skills to assess them.

Edge Performance VCT's own board includes top names from the sector including former EMAP and HMV Group Chairman Sir Robin Miller, veteran investor Lord Flight, the manager of Elton John and James Blunt, Frank Presland, and Eric Clapton's manager, Michael Eaton. The fund's manager Edge Investments includes on its board the UK's best-known impresario Harvey Goldsmith CBE.

In the creative industries, we believe, specialist is best.

For deltaDNA media enquiries, please contact:

Stephen Green / Tim Banks
GiantPR
+44(0)7775-677101
steve@giantpr.co.uk