Investing in the next phase of growth at GEEIQ

When we first backed GEEIQ in 2023, virtual worlds were something most brands were still treating with caution. Three years on, platforms like Roblox are reaching more than 500 million users every month, and the question has shifted. Brands are no longer asking whether to be there, they’re asking how to do it properly.

That creates a real problem. As investment spreads across Roblox, Fortnite, Zepeto and other platforms, measuring what’s actually working has become much harder. Each platform operates differently, with its own formats, creators and engagement patterns. Without independent data, brands are essentially making decisions in the dark.

GEEIQ solves that. The business has built the only cross-platform analytics solution with private data flows across multiple virtual world platforms, giving brands a consistent way to measure performance, benchmark activity and make more informed decisions about where to invest.

We’ve completed a follow-on investment in GEEIQ, backing the business with a further £4.8m from our managed funds, British Smaller Companies VCTs as part of a £5m round alongside existing investors. Since our initial investment, the business has grown strongly, returning a record Q1 in 2026 and building a solid pipeline with major sports and entertainment brands.

What’s also changed is the nature of the conversation. Spend in this category is shifting from experimental to structural. As brands build longer-term strategies within virtual worlds, the case for independent, cross-platform measurement only gets stronger.

Our follow-on reflects our conviction in both the opportunity and GEEIQ’s position within it. We believe the business is well placed to become the independent data intelligence layer for how brands operate across virtual worlds and we’re looking forward to continuing to support Charles, James and the team as they build it.