Fan engagement platform Tally Technology has announced the closing of an oversubscribed $4.0m (£3.3m/€3.8m) series seed funding round led by Acies Investments, the venture fund led by former MGM CEO Jim Murren.
Founded in 2018, Tally develops free-to-play prediction game for brands, professional sports teams, leagues and media platforms, while it also gathers data on users’ gaming, wagering, brand preferences, consumer spending and other insights.
Tally currently works with a number of leading sports teams including National Football League franchises Los Angeles Rams, Green Bay Packers, Buffalo Bills, as well as National Basketball teams the Los Angeles Lakers and Atlanta Hawks.
Acies Investments has previously committed funds to the sports betting, sports technology, igaming and esports industries
With the closing of the series seed investment, Tally said it will use the funds continue to invest in its data platform, expand its operations and build a wider variety of game types.
“By connecting brands directly to fans, we enhance engagement for some of the world’s most prestigious sports entities and brand sponsors, like AmBev, who can now leverage their first party data to build and own direct, one-to-one relationships with their beer consumers,” Tally chief executive Brad Vettese said.
“We are thrilled to be partnering with Acies Investments who have great experience within sports technology and sports betting. They will be a major asset as we continue to grow and help our partners build stronger and more engaged audiences.”
Acies co-founding partner and co-chief information officer, Dan Fetters, added: “We are excited to partner with Brad and the Tally team who have created an exceptional system of fan engagement and data management that goes well beyond the simple prediction games of the past.
“We recognise that North American sports betting operators are the primary audience for this rich fan data, but the addition of sponsors looking for meaningful activation on a global basis is truly game changing.”