Futureplay Games raises $2.5 million for ‘view-to-play’ mobile entertainment

Futureplay Games has raised $2.5 million to fund more titles in its “view-to-play” ad-based mobile gaming portfolio.

Started by former Angry Birds veteran Jami Laes, the Helsinki, Finland-based company creates mobile games such as Farm Away! and Build Away! that skirt the usual in-app purchases in favor of an ad-boosted monetization strategy.

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The funding comes from London Venture Partners, DN Capital, Sunstone, and Creandum. This fresh infusion will help Futureplay to accelerate its growth by expanding its team size and production capacity while continuing to develop accessible games and an ad-boosted monetization strategy.

“We staked our name early on the idea that mobile players respond with greater levels of engagement to ad-driven products that reward their time and energy, and we’re seeing that vision play out in the market now,” said Laes, in a statement. “We invite players in with casual gameplay experiences and keep them engaged with a consistently fast and rewarding sense of progression fueled by intelligent ad integrations.”

To date, Futureplay’s games have accumulated more than 2 million monthly active users, with over 150 million ads served. Advertising-driven mobile games have exploded recently, and Futureplay “continues to believe that in this rapidly evolving landscape, short, polished gameplay sessions combined with thoughtful, reward-driven ads will increasingly define the next wave in mobile,” the company said.

Laes and his cofounders started the company in 2015 as one of the first companies to rely mainly on rewarded video ads for monetization. It launched Farm Away! in the fall of 2015 and Build Away! in June.