PrimeVentures backs AppLift with additional $7m

Part of the investment comes as a replacement capital deal for majority shareholder HitFox Group's stake. The tech incubator will use the additional funds to back synergetic ventures.

The capital provided by the Dutch VC will support AppLift's global expansion and boost the development of its customer lifetime value optimisation technology. Furthermore, the firm aims to bolster its team, with hires in technology, product and business development.

PrimeVentures reinvested in the company after only four months because the firm reportedly overperformed in a market that the VC judges as fast-growing.

AppLift received a series-A financing round worth €10m in June this year. This was the maiden investment for the GP's new fund, Prime IV, which held its first close in January on €100m.

The company also hired former Rocket Internet managing directors Hendrik Harren and Stephen Chung.

Company
AppLift is a mobile games marketing platform. The firm works together with mobile game advertisers to help them target gamers through tracking and optimising "customer lifetime value".

The firm was founded in 2012 by HitFox and is based in Berlin. Since its launch, the firm has opened offices in San Francisco and Seoul. Overall, it employs 65 staff.

AppLift currently works with more than 100 game publishers.

People
Roel de Hoop is a partner at PrimeVentures. Kaya Taner is AppLift's CEO and co-founder. Hendrik Harren will be based in AppLift's Berlin office as managing director. Stephen Chung will work as managing director at the firm's Hong Kong office.

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• DACH
• Early-stage
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• Prime Technology Ventures