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24Haymarket leads a £3.5m investment in Monterosa to accelerate entertainment cloud platform

Investors in this round: 24Haymarket, ACF Investors, Jeremy Darroch, Chris Rodman, Richard Scudamore

Monterosa / Interaction Cloud™ helps sport and entertainment brands achieve game-changing outcomes with continuous engagement and first-party data.

London, UK, 22nd March 2022 – Monterosa has raised £3.5m ($4.5M USD) of growth capital to accelerate the development of its Real-time Engagement (RTE) platform and drive the company’s expansion into new global markets. The funding was led by 24Haymarket and included existing investor ACF Investors, plus a trio of new investors including Jeremy Darroch, former CEO and Executive Chair at Sky, Chris Rodman previously Group Managing Director of Topps and Richard Scudamore, former CEO of The Premier League who also joined the Monterosa board in 2021.

Monterosa’s rapid growth is fuelled by exploding worldwide demand for interactive fan engagement that generates attention and first-party data within owned and operated environments.

In 2021, Monterosa / Interaction Cloud™ generated 2 billion interactions, serving more than 100 million users globally. Recent new customers adopting the platform include Liverpool Football Club, Viasat, Formula E and 6 Nations. They join a diverse base of product and marketing teams choosing the Monterosa platform to consolidate their fan engagement into one trusted platform.

Unlike outsourced or in-house builds, the platform offers fast time to launch and a suite of gamification, participation, interactive video and sports data visualisation Experiences, all under a simple subscription and support model.

The infusion of capital ($4.5M USD) coincides with Monterosa’s appointment of Claygate Advisors as its partner on expansion into the United States.

“Monterosa’s Interaction Cloud platform has demonstrated a unique value proposition to the Company’s rights holder and media customers, allowing them to more successfully navigate changing consumer habits and optimise their revenue potential,” said Paul Tselentis, CEO at 24Haymarket.

Tim Mills, Managing Partner at ACF Investors commented: “Monterosa was early in identifying the growing demand for interactive fan engagement and the traction it has achieved in terms of interactions, users and big-name customers demonstrates the strength of the business. We can’t wait to see what it achieves next as it accelerates global expansion.”

Monterosa is also expanding its Product and Commercial teams with several recent appointments in key leadership roles: Dan Chronnell, Product Director; Gareth Rees, Head of Business Development and Partnerships; Andy Hoskings, Head of Customer Success; and Holly Tyler, Marketing Director.

“As organisations adopt direct-to-consumer business models, their need to continuously engage, retain and convert audiences increases. Building those direct customer connections means inspiring them to spend time with you, offering up value in exchange for first party data and insight.” said Tom McDonnell, CEO of Monterosa. “We’re determined to help more organisations accelerate innovation by simplifying and speeding up the way they deploy engagement Experiences”.

About Monterosa:

Monterosa provides real-time engagement for major sport and media organisations that want to build valuable direct audience relationships. Customers include Liverpool FC, ITV, Sky, Formula E, IMG, EA Sports, Paramount and more.

Monterosa / Interaction Cloud is the SaaS platform that helps them innovate more quickly at scale. By adopting a single platform to power all of their interactive experiences, they benefit from efficient high volume support, internationalisation and secure first party data capture.

From EA Sport’s Premier League Player of The Month to Nickelodeon’s NFL coverage and ITV’s reality hit Love Island, Monterosa technology can be found at the heart of the most interactive sport and entertainment properties.

Product and content teams gain competitive advantage with fast access to both ready-made and customisable gamification, participation and interactive video experiences, all designed to integrate with their existing digital products on every screen.

£3.5m

24Haymarket leads a £3.5m investment in Monterosa to accelerate entertainment cloud platform

24Haymarket leads a £3.5m investment in Monterosa to accelerate entertainment cloud platform

By Richard James28 Mar 2022