Sesame Labs, an AdTech solution provider, launched its in-game advertising (IGA) platform out of beta securing USD 4.5 million in a seed funding round co-led by Wing Venture Capital and Patron, with participation from DoubleJump, Forte, MoonFire, and a group of angel investors.

The company plans to use the funds to expand its engineering team, market its solutions, and expand its user base.

The company added that it had more than 12 customers when it started its beta phase in September 2022, among them Decentral Games, Ethermon, and League of Kingdoms.

Sesame Labs offers a Web3 native marketing stack which includes a CRM, ad network, and a campaign management platform. The proprietary solution has comprehensive user profiles based on in-game, social, and on-chain activity, advanced filters to identify user engagement, messaging features with built-in rewards and custom pricing, search for players within a specific target audience, and integration of quests and landing pages with automated rewards.

Analyst Quicktake: Other developments in the IGA space such as Anzu.io ’s latest funding round and the merger of  Admix with Landvault reflect this trend of IGA evolving away from Web2 and towards Web3-based offerings. Sesame Labs' marketing platform which is built especially for Web3 offerings is a distinguishing factor over other Web2-based IGA firms.