Inspire Ventures, a VC with presence in Thailand and Vietnam, was the key institutional investor in the undisclosed seed funding round for SuperAwesome in October 2014. It then became the joint venture partner and operator of SuperAwesome Asia and is rolling out the business in SEA.
In a report published December last year, $2.4 million has been invested in SuperAwesome.
Run by Irish serial technology entrepreneur Dylan Collins, SuperAwesome has opened new offices in New York and Bangkok. “Our growth in the US market has been significant so opening a New York office was something we wanted to do as soon as possible. And with SuperAwesome Asia based in Bangkok, we’ll be expanding across the ASEAN region, initially Thailand, Vietnam, Indonesia and Philippines,” Collins said in an earlier announcement.
He added that expanding into SEA is “insanely exciting,” because it is “quite legitimately makes SuperAwesome the biggest kids ad platform on the planet” and helps shape the standard for what kid-safe advertising should be.
“Vietnam is chosen as the second destination after Thailand in SuperAwesome’s road to SEA, because the country is the second largest in the region in terms of mobile users,” said Vo Duyen Anh, the company’s country manager in Vietnam.
According to the data provided by the company’s publisher clients, some 16 million Vietnamese people per month are app users. That is even bigger than in Thailand, she added.
“Kids in Vietnam really love playing games developed by our publishers, such as the Talking Tom, Talking Ben the Dog and Angry Birds. All of SuperAwesome’s products can thus be easily adopted in the country,” Anh said.
However, as it is a totally new service, the company will not be focusing on generating much revenue during the initial time of operation. Instead, it will try to educate local brands and agencies that are interested in kid-safe advertising about the US Children’s Online Privacy Protection Act (COPPA), which has been widely applied in the Europe.
“A detailed plan on revenue model will be given after we learn this market carefully,” Anh said.
Globally, SuperAwesome has reached almost 250 million kids every month, and is looking to foray into “one of the youngest mobile internet populations”, with over half being under 24.
In April the company announced that it had teamed up with Bee7, a mobile-game user acquisition and monetisation platform, to deliver more COPPA-compliant advertising to the mobile industry.
Its ad platform AwesomeAds is now used by around 170 brands, including LEGO, Hasbro, Warner Bros, Disney and Nitendo, among others. SuperAwesome is on track to generate “tens of millions” in ad revenue this year.