$1.1M for developer service Playerize

Online and mobile gaming service Playerize has secured $1.1 million in funding, which it plans to spend on expansion and developing its email service.

"Playerize uses display advertising through blog networks to help find new players for mobile and social games," said co-founder Lyal Avery in an interview with VentureBeat.

"For example, if a game studio creates a puppy themed game, we would place a display ad on a puppy related website to drive players to the game."

The company likens itself to Google AdWords, and boasts 5.3 billion mobile subscribers. The first round funding will be directed at sales and development expansions, traffic sources and its (currently in beta) email.

Real Ventures, Rho Ventures, Mike Edwards of Initio Group, David Chamandy of Machkor, Martin-Luc Archambault, Dan Robichaud, and Jason Bailey all took part in the first round of funding for the Vancouver based start up.

The company was founded by Avery and Jeff Magnusson in 2011, joining the FounderFuel programme designed to help develop start up businesses.