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The North West Fund for Digital &
Creative, managed by AXM Venture Capital Limited, has made a
six-figure equity investment into Setgo Ltd, a Liverpool-based
developer of analytics software and technology for the computer
Setgo's Analytics software tracks
player behaviour in games, analyses that behaviour and provides
games developers with insights that help them optimise engagement,
retention and monetisation of their online games.
Setgo was founded in 2010 by Clemens
Wangerin, Jason Chown and Christian Lavoie. All three were
previously senior directors at Sony Computer Entertainment's Studio
Liverpool, where Clemens also held the position of Director of
The investment from The North West Fund for Digital &
Creative, which is part of the £185m North West Fund financed by
the European Regional Development Fund and the European Investment
Bank, will support Setgo's software development and roll-out to its
Managing director Clemens 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
Limited, the not-for-profit company that manages The North West
Fund, said: "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."
Setgo is based in Liverpool's emergent creative district, the
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