Online games publisher We R Interactive has secured a further $5 million in a second round of funding from private investors.
As well as existing company shareholders, the cash injection also comes from Paul Fitzsimmons, ex-partner at Apax Partners and Elio Leoni-Sceti, formerly of EMI Music.
"We're delighted to be adding to an already great register of shareholders," commented David Rose, CEO of We R Interactive. "Their commitment is a great endorsement for our business model and what we we've achieved during the last ten months and will allow us to now progress with our ambitions."
"Our mission at launch last year was to develop a new social games experience - we have created a media format that combines high-end film and gaming to offer something fresh and immersive for users," he added.
"Our approach allows innovative brand integration opportunities that actually enhance the player's gaming experience. With our first game, I Am Playr, we featured five such integrations at launch and our goal is to create a portfolio of games based on this diversified revenue model.
A recent interview with David Rose can be read here.