Helsinki-based influencer marketing platform Matchmade has raised $1.73 million in funding to scale up its business.

The round was led by Global Founders Capital, with existing investors London Venture Capital and Reaktor Ventures also participating. Angel investor Henric Suuronen also joined as a new investor, and the firm also secured funds from Finnish agency TEKES.

The funding will be used by Matchmade to expand its operations and its enterprise offerings for agencies. It will also improve its data analysis and forecasting capabilities.

More transparency

"Influencer marketing is a rapidly developing industry, and there is a strong need for more transparency, better data analysis and forecasting, and a better understanding of ROI for all parties," said Jiri Kupiainen, CEO and founder of Matchmade.

"This funding round will allow us to offer the Matchmade platform to all players in the game influencer marketing space, bringing much needed structure and predictability to the ecosystem, as well as improving the quality and relevancy of sponsored content for the influencers' fans."

Matchmade is a spin-off of game developer Shark Punch, known for its game The Masterplan. Its influencer marketing services have previously helped grow organic downloads for Futureplay's Build Away! by 110%.