Hitfox venture AppLift takes $13m from Prime Ventures to fuel global expansion

Jan Beckers
Jan Beckers

Jan Beckers

Hitfox Group mobile game marketing venture AppLift is taking $13m from Amsterdam-headquartered VC Prime Ventures to fuel its global expansion.

The funding isn’t just validation for AppLift, which helps drive app installs for gaming giants King, Wooga and Kabam – it’s the first major funding news out of Hitfox Group since it relaunched last year as a company builder.

Prior to that, Hitfox – led by serial entrepreneur and “poster boy for German pragmatism” Jan Beckers – started life in August 2011 as a deals distributor for games companies before adding performance marketing (including by acquiring Chili’s Ad2Games). Now, it claims to be “the world’s first incubator for games distribution business models”.

AppLift, an affiliate marketing network for mobile games, received at least $1m (a “seven-figure sum”) in seed funding from Hitfox in August 2012. It claims more than 80 mobile game publishers on board and over 500 media partners, including RTL and Pandora.

The young company is headquartered in Berlin with additional offices in San Francisco, Seoul and Paris. As well as further development of product, the Series A funding announced today will go towards opening new international offices.

“Prime Ventures’ entrepreneurial mindset is a perfect fit for us,” AppLift CEO and co-founder Kaya Taner said in a statement. “We met them, got along immediately and agreed on a deal within five weeks. HitFox Group gave AppLift a great initial push into the market. Now Prime is the perfect addition to expand and strengthen our position internationally.”

“The closer we looked at AppLift, the more impressed we were,” Prime Ventures partner Roel de Hoop added. “We saw the opportunity to invest in a leader within the fast-growing $10 billion mobile games market.”

Hitfox co-founder Jan Beckers recently did a share swap with several of the group’s investors to shore up ownership ahead of an expected period of fast growth this year.

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