Social Minigames Community Playray Gets £1.22 Million To Go East

Helsinki-based social gaming provider Apaja has received a 1.75 million euro (£1.22 million) investment from Talinn, Estonia-based venture capital fund Martinson Trigon Venture Partners (MTVP). Apaja’s main product is Playray, an in-browser online environment in which users create avatar characters with which to play each other at over 40 mini-games (Minigolf, Bubbles, etc). And it’s Playray, available in 10 countries, which piqued MTVP’s interest – the outfit is aiming to use the funds to roll out in Middle East and eastern European countries, with four more roll-outs scheduled by year’s end. MTVP managing partner Allan Martinson joins the board. Like a Miniclip with more social features, the community aspect of Playray is heavy, including character cards, personal guest books, friend lists, messaging, forums, groups and gaming stats. It did a deal with Lycos Europe in October to power the portal’s minigames section in Germany, France, Italy, Spain and the UK.