The mobile games marketing platform AppLift today announced an additional investment of $7 million from Prime Ventures. This transaction comes shortly after the initial Series A funding round of $13 million (which was also led by Prime Ventures) and brings the total investment to $20 million.
The Berlin-based startup AppLift was founded in 2012 by HitFox Group, Kaya Taner and Tim Koschella. AppLift helps mobile game advertisers acquire loyal, quality gamers at scale on a CPI basis. Over the past year, AppLift has shown rapid growth and expanded with new offices in San Francisco and Seoul. The company currently works with over 100 major game publishers and 1000+ media partners and continues to benefit from the high satisfaction of its clients.
The additional funding will be used to execute further on the company’s global expansion and hire additional top talent in tech, product and business development. AppLift will continue to develop its real time-enabled game-specific Customer Lifetime Value (LTV) optimization technology, which leverages data to optimize media spend across a wide range of channels and yield maximum ROI for game advertisers. Part of the investment comes as a secondary towards AppLift’s majority shareholder HitFox Group. The incubator will use the additional funds to cofound further synergetic ventures.
AppLift today also announced the hire of former Rocket Internet MDs Dr. Hendrik Harren and Stephen Chung. Dr. Harren joins the AppLift headquarters in Berlin as Managing Director and Chief Operating Officer. His track record includes co-founding 6 companies from the Samwer Brothers’ incubator, including Africa’s most successful e-commerce venture, Jumia Nigeria. Stephen Chung, who was formerly Managing Director for Rocket Internet in Hong Kong and, among others, built up the e-commerce fashion company Zalora, takes the role of Managing Director for Asia. With these new hires, AppLift consolidates its business expertise and strengthens its presence and reach in the Asian Market. The company now employs over 65 people across its three global offices.