YFM Equity Partners (YFM) has recently led a $8.2 million investment round into GEEIQ, a London-based metaverse data intelligence specialist. This funding will provide GEEIQ with the resources to accelerate its scale-up plans, explore potential international expansion, and further develop its data platform product.
GEEIQ was launched in 2018 and has experienced rapid growth by addressing the increasing need for data intelligence in the evolving metaverse market. The company defines the metaverse as virtual gaming and social environments, such as Roblox, Decentraland, and Fortnite. GEEIQ’s platform leverages data from this space, which it sees as a natural evolution of social media, to help brands effectively navigate and engage with virtual audiences.
The global gaming market is currently valued at $178 billion and is forecasted to reach over $250 billion by the end of 2025. GEEIQ’s platform enables brands to maximize their investments in this new marketing vertical through data-led decision-making. Additionally, it allows brands to measure and attribute the real-world value of their engagement with virtual activations.
GEEIQ has positioned itself as the go-to platform for brands seeking to identify and optimize their virtual strategies. It supports its clients through a subscription-based model with managed services embedded into contracts. Notable international brands that have already engaged GEEIQ include Walmart, Porsche, L’Oreal, and Gucci. The platform also played a vital role in ensuring the successful execution of Sir Elton John and Universal Music’s virtual Roblox concert, which became the highest-rated concert in Roblox history.
Charles Hambro, CEO of GEEIQ, expressed his excitement about the investment, stating that it will turbo-charge their ability to support global brands and tap into new business opportunities. He emphasized the importance of a data-driven and profitable presence in the virtual space.
YFM, the leading investor in this funding round, has shown outstanding support for GEEIQ. The investment firm has taken the time to truly understand the business drivers of GEEIQ in this new and challenging sphere. YFM’s comprehensive due diligence approach and assistance in building out the company’s growth strategy have been particularly valuable. YFM also played a significant role in appointing a highly experienced Chair, Michel Cassius, previously of Apple, Electronic Arts, and Microsoft Xbox, who is playing a key role in GEEIQ’s development.
Helen Villiers at YFM stated that GEEIQ’s success is a testament to the increasing seriousness with which brands are approaching virtual environments and the metaverse. Traditional advertising and social media presence are no longer sufficient for brands entering this space. They need tools like GEEIQ for KPI measurement and attribution. While many tech businesses operating in this space received extensive investment during the early metaverse “hype” period, GEEIQ continues to operate and thrive, representing a more mature metaverse investment opportunity. The company is helping to define the future of virtual environments as a marketing vertical and has significant growth potential.
In addition to YFM’s investment, several advisors supported the deal, including RPL for customer referencing, HCR for legal advice, Leckie Kershaw for tech due diligence, Human Factor Health Check for organizational due diligence, HMT for financial due diligence, Sales Blueprint for go-to-market due diligence, and Philip Hare & Associates for VCT advice.
About GEEIQ:
GEEIQ is a London-based data platform and insights provider that enables some of the world’s biggest brands, including Gucci, H&M, L’Oreal, and Sir Elton John, to navigate the metaverse and the wider virtual landscape. The company empowers brands of all sizes to create long-term, data-led virtual strategies that enrich the experience of untapped virtual communities, grow addressable audiences, and create sustainable revenue streams in this new marketing and communications vertical. GEEIQ’s platform leverages data from virtual gaming and social environments to provide benchmarking, competitor analysis, partner and influencer identification, and a deeper understanding of audience demographics. Premium and Enterprise subscribers also receive bespoke reporting and long-term virtual strategy curation with a focus on tangible measurement and attribution.
For more information, please visit www.geeiq.com or follow GEEIQ on LinkedIn.
About YFM:
YFM Equity Partners is a specialist, independently owned private equity investor that invests £2 million to £10 million in businesses with strong growth potential across the UK. With over 40 years of investing experience, YFM seeks to unlock value and growth potential by providing equity funding to fuel the development of established businesses throughout the UK. The firm works closely with management teams to create long-term value for investors and the companies they invest in while making a positive economic impact on the communities in which they operate. YFM manages funds in excess of £420 million, including venture capital trusts and private equity funds.
For more information, please visit www.yfmep.com or follow YFM on LinkedIn.
