Online games firm Setgo seals fund cash

AN INNOVATIVE business founded by three former directors at computer games giant Sony’s Liverpool base, has sealed a funding injection to boost growth.

Setgo, which is based in the Baltic Triangle in Liverpool, develops analytics software and technology for the computer games industry.

The company, founded in 2010, has secured a six figure equity investment from the North West Fund for Digital & Creative, managed by AXM Venture Capital .

Setgo’s Analytics software tracks player behaviour in games, analyses it and provides online games developers with insights that help them optimise engagement, retention and monetisation of their games.

It was founded by Clemens Wangerin, Jason Chown and Christian Lavoie. All three were previously senior directors at Sony Computer Entertainment’s Studio Liverpool, where Mr Wangerin was director of PlayStation Network.

The investment from The North West Fund will support Setgo’s software development and roll-out to its customers

MD Mr Wangerin said: “Digital distribution, games played online and new business models like free-to-play will be the biggest drivers of the games industry.

“Our powerful game-analytics software, which provides real-time insights into player behaviour, is absolutely vital for developers to make the free-to-play model a success.

“Setgo Analytics provides the most flexible solution in this space and is already in use by several of our Tier 1 partners.”

Joanne Evans, investment manager of AXM Venture Capital, added: “Setgo’s management team is one of the best we’ve seen. They have a deep understanding of the games industry, a great reputation with their customers and partners and, most importantly of all, brilliant technology skills right at the core of the business. This has enabled them to build world-beating software.”

Andy Leach, chief executive of North West Business Finance, which manages The North West Fund, added: “The Merseyside games sector and the inherent skills base it has developed was always a key factor in our decision to establish a dedicated Digital & Creative sub-fund.

“The opportunity to support the growth of businesses with outstanding prospects such as Setgo justifies that decision.”