Tap.me raises $3.2M for in-game mobile ad network

Tap.me, a mobile ad network focused on monetizing games, has raised $3.2 million in funding.

Chicago’s Hyde Park Venture Partners, an early-stage venture fund, led the investment. Other investors include I2A Fund, Western Technology Investment, Great Oaks Venture Capital, Firestarter Fund, and Hyde Park Angels.

Tap.me targets brand advertisers who want to get noticed by gamers without interrupting gameplay sessions. It creates contextual and authentic branded “integration points” within web and mobile games. It does that by getting developers to identify something in a game that can be sponsored, like an ability to jump higher. Tap.me then finds advertisers to sponsor that capability.

Jeffrey Lapin, former chief executive of Atari, has joined Tap.me’s board. Tap.me’s platform is expected to hit 25 million gamers by June. Matt Spiegel (pictured), chief executive of Tap.me, said the round will help give the company more momentum.

Tap.me  said that Edmonton, Canada-based Fluik Entertainment has agreed to integrate Tap.me’s platform into Fluik’s games, including the popular Office Jerk mobile game. Fluik’s games have been downloaded more than 20 million times.

“Fluik is thrilled to partner with Tap.Me, whose platform will help us monetize gameplay in a way that enhances the experience for the gamer, which is of paramount importance to us,” said Victor Rubba, co-founder, Fluik. “This is the future of meaningful game and brand integration.”

Additions to Tap.me’s board include Sam Yagan, co-founder of OKCupid and Excelerate Labs, and Stuart Larkins, managing director of I2A. Tap.me was originally founded in 2010 as a game company, but it changed its focus to in-game ads.

[Photo credit: Tap.me]