We R Interactive, a London, UK-based online games publisher, has raised $5m in a second funding round.
Investors include all of the company’s existing shareholders (Peter Mead, founder of Abbott Mead Vickers BBDO, Fru Hazlitt, ITV Commercial and Online Director and Eric Fellner, Co-Founder of Working Title Films), and new backers Paul Fitzsimons, ex-media sector partner at Apax Partners, and Elio Leoni-Sceti, former CEO EMI Music.
The company intends to use the funds for development and globalization of its first game, I AM PLAYR, which launched in March, as well as to expand its product portfolio into other sports and further genres including music and fashion.
I AM PLAYR is a football game that allows players to experience the life of a footballer. It is played across Facebook and its own dedicated website.
Launched in July 2010 and led by CEO David Rose and chaired by Richard Dale, We R Interactive aims to fuse film storytelling and gaming to deliver interactive and social games across multiple platforms.