Livingbridge

Venatus Acquires AdinPlay Browser Game Ad Tech

Venatus, a gaming advertising business, announced it has acquired AdinPlay, a specialist in monetisation of browser-based games. This is Venatus's first acquisition since private equity investor LivingBridge backed its growth in 2021 to scale its gaming technology offering. AdinPlay focuses on 'next to the game' and 'around the game' placements and offers video, display, audio, rewarded video, and interstitial ads. The deal provides Venatus with AdinPlay’s inventory and technology, including claims of 51 million gamers worldwide across 700 multiplayer games and publisher partners such as Kongregate, Ubisoft Nano, and Rakuten. AdinPlay forecasts revenues of over €20 million this year, aligning with Venatus’s strategic growth plans. The move expands Venatus’s reach into browser-based gaming, a space highlighted by renewed interest in HTML5 offerings and io games, with Venatus pointing to Google AdSense’s HTML5 push as indicative of the potential.

Livingbridge Buys Majority Stake in Jungle Creations

Jungle Creations sold 51% of its business to private equity firm Livingbridge for about £30 million. Founded in 2014 by Jamie Bolding, the company is led by co-CEOs Melissa Chapman and Nat Poulter and produces social media content for brands on YouTube, Snapchat, and TikTok, including Twisted and Craft World. It counts clients such as GSK, McDonalds, and Heinz, and boasts a combined follower base of around 125 million. In 2020, Jungle Creations reported revenue of £19.3 million and EBITDA of £2.5 million; the group says it is on track for revenues of £30 million and profits of £5.5 million in the current year. Livingbridge intends to fund growth, create new brands, and boost output, while Jamie Bolding and equal investor Edge Investments retain minority stakes.

Venatus Secures Livingbridge Investment in First Round

Venatus, a London-based ad tech platform focused on gaming and entertainment audiences, announced its first funding round with private equity firm Livingbridge. Founded in 2010, Venatus operates from London with offices in New York, Los Angeles, Sydney and Seoul. Livingbridge's investment aims to accelerate growth in the United States and other markets. CEO Rob Gay said the deal will help scale internationally while developing Venatus's proprietary technology and product offering. Venatus has exclusively represented direct and programmatic sales for over 250 publishers, including EA, Rovio and OP.GG, and has created campaigns for Unilever, Hasbro and the BBC. The gaming advertising market is estimated at around £1 billion. Livingbridge has previously invested in Jungle Creations (majority stake) and Brainlabs (40% stake), underscoring its media and marketing portfolio.