Matchmade's latest expansion gives non-gaming apps access to millions of influencers

Matchmade's latest expansion gives non-gaming apps access to millions of influencers

Influencer marketing platform Matchmade has made strides to open up to a wider audience. 

The Helsinki-based platform has moved beyond gaming and opened itself to app marketers. Now, marketers using Matchmade's platform will have access to two million new non-gaming channels on YouTube.

The expansion will also give over seven million apps across Google Play and the App Store access to Matchmade's platform and features. Leading video platform TikTok and web browsing app Opera are among the first to join the Matchmade roster.

Additionally, Matchmade plans to open a new office in Shanghai in order to provide Asian advertisers a gateway into the western and overseas markets.

“We’re incredibly pleased to be able to open up the Matchmade platform and give millions of app developers the same opportunity to connect with influencers as we’ve been giving to game developers,” said Matchmade CEO and founder Jiri Kupiainen.

"There is a massive opportunity to connect the 7 million apps out there with influencers to help them grow, and the fact that both TikTok and Opera have signed to run campaigns with us is an incredibly positive sign. Our new office in Shanghai will also help Chinese app developers to gain traction for their apps and games in the West."

 Rosette Belesi, global product marketing manager at Opera added: “Our campaign brought us a significant increase in downloads, and we received great engagement from the community,”

“The Matchmade Platform turned out to be extremely time-saving for my team. It helped us centralize our three international campaigns through a unique platform, as well as chat and negotiate with a diverse range of YouTube channels.”

Global match

Last year, Matchmade raised €4.25 million to fuel its expansion in a round of Series A funding. The round was led by Korea Investment Partners and the cash raised saw Matchmade open an office in San Francisco soon after. 

The company also made a series of significant hires throughout 2018, welcoming ex-Twitch marketer and streamer  Jordan 'Soma' Tayer to lead the US team.

Matchmade also brought in ex-Supercell PR Heini Vesander and ex-Wooga finance whizz Eeva Hattara to handle CMMO and CFO roles respectively.

Vesander spoke at Steel Media's Pocket Gamer Connects London and PGC Helsinki earlier this year. Matchmade also snagged the award for best service provider at this year's Mobile Games Awards.


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.