In a digital world brimming with visuals, users are increasingly experiencing ad fatigue—especially within the saturated environment of mobile games. Amid this challenge, Audiomob has carved out a unique and effective solution: delivering audio advertisements inside mobile games in a way that enhances, rather than disrupts, the user experience.
Founded in 2020 by Christian Facey and Wilfrid Obeng, Audiomob is a London-based adtech company that has rapidly grown to become a leader in non-intrusive audio advertising. With a product that enables developers to integrate seamless audio ads into games, Audiomob is driving higher engagement, better monetization for developers, and more meaningful ad experiences for users.
Company Overview
- Name: Audiomob
- Founders: Christian Facey (CEO), Wilfrid Obeng (CTO)
- Founded: 2020
- Headquarters: London, United Kingdom
- Employees: 50+
- Industries Served: Mobile gaming, advertising, programmatic media
Audiomob was conceptualized to solve a common problem: traditional in-game ads often pause the game or interrupt gameplay, degrading the user experience. By enabling audio ads that play while users continue to interact with the game, Audiomob presents a win-win for advertisers, developers, and players.
Key Product Offerings
1. In-Game Audio Ad Technology
Audiomob’s primary innovation is a seamlessly integrated audio ad format that runs in the background while the game continues. Unlike traditional banner or interstitial ads that force a break in gameplay, these ads play during natural game interactions such as menus, pauses, or idle moments.
Key Features:
- Non-interruptive: Does not pause the game or hijack the screen.
- Targeted: Uses demographic and behavioral data for precise targeting.
- Measurable: Tracks metrics like listen-through rate and engagement.
2. Audiomob SDK (Software Development Kit)
For game developers, Audiomob provides a robust SDK that can be integrated with popular engines like Unity and Unreal. The SDK is lightweight and customizable, allowing developers to:
- Set ad frequency
- Choose ad placements within game flows
- Monitor performance in real-time
3. Self-Serve Advertising Platform
Audiomob’s self-service platform empowers brands and agencies to create, manage, and monitor ad campaigns without external help.
Platform Capabilities:
- Creative upload and audio preview tools
- Budget controls and pacing
- Real-time analytics dashboards
- Geo-targeting and behavior segmentation
4. Programmatic Audio Ad Integration
Through DSP integration, Audiomob supports programmatic audio buying, allowing advertisers to purchase inventory at scale and in real-time. This feature connects with major demand-side platforms and ad exchanges to expand reach beyond direct campaigns.
Funding and Financial Backing
Audiomob has been successful in attracting significant investment due to its disruptive potential and early traction.
Funding History:
- Seed Round (2020): Raised $2 million led by Google for Startups and a few angel investors.
- Series A (2021): Closed a $14 million round, led by Makers Fund with participation from LightSpeed Venture Partners, and Google Ventures.
Use of Funds:
- Scaling engineering and developer support teams
- Expanding to new regions including the U.S., MENA, and Southeast Asia
- Enhancing their analytics and programmatic platform
Business Model
Audiomob operates on a dual-sided marketplace model serving both advertisers and game developers. The core business pillars include:
1. For Advertisers
- Offers access to a new channel (in-game audio) with detailed targeting and campaign management tools.
- Brands can pay per 1,000 listens (CPM) or via auction-based pricing in the programmatic model.
2. For Game Developers
- Provides an SDK to implement audio ads without disrupting UX.
- Developers earn a share of revenue based on impressions or listens.
Audiomob profits by retaining a percentage of ad revenue, typically between 30% and 40%, while the rest is distributed to developers.
Revenue Model
Audiomob’s revenue generation is multi-channel and includes:
1. Audio Ad Sales
Revenue from advertisers paying to run campaigns on Audiomob’s partner network of games.
2. Revenue Sharing
Developers using Audiomob’s SDK earn a share of revenue, with Audiomob retaining a cut.
3. Programmatic Integration Fees
Audiomob earns commissions through programmatic ad transactions and partner integrations.
4. Enterprise Platform Fees
Large clients may pay premium fees for access to custom features or dedicated support within the self-serve platform.
Case Study: Warner Music Group
Objective:
Promote a newly released music track to a youth demographic without disrupting their gaming experience.
Strategy:
- Audio snippet (15 seconds) of the track was integrated into a popular mobile game.
- Targeted toward users in the 16–25 age group.
- The campaign ran across multiple geographies.
Results:
- 94% listen-through rate, indicating strong engagement
- 35% increase in Google searches for the artist within 48 hours
- 22% of users clicked through to listen to the full track
This campaign showcased how in-game audio can drive real-world actions without visual disruption.
SWOT Analysis
Strengths:
- Unique Value Proposition: First-mover advantage in in-game audio ad space.
- High Engagement: Audio ads are less intrusive, leading to higher listen rates.
- Experienced Team: Founders with prior experience at Google and Meta.
- Backed by Major Investors: Strong financial runway for expansion.
Weaknesses:
- Reliance on Gaming Industry: Revenue dependent on mobile game partnerships.
- Limited Creative Formats: Audio has creative limitations compared to video or interactive formats.
- Scaling Challenges: Requires convincing developers to try a new monetization method.
Opportunities:
- Expansion Beyond Gaming: Potential to target audio ads in fitness apps, meditation, or utility apps.
- AI-Powered Personalization: Machine learning can enhance targeting and performance.
- Geographic Expansion: Huge untapped markets in Asia, Latin America, and Africa.
- Brand Partnerships: Opportunity to partner with large audio-driven brands like Spotify, Audible, or streaming services.
Threats:
- Growing Competition: Traditional ad tech firms may move into audio space.
- Regulatory Risks: Data privacy laws (GDPR, CCPA) could impact behavioral targeting.
- Market Adoption: Developers may be hesitant to adopt non-visual ad monetization at scale.
Conclusion
Audiomob has proven that the future of mobile advertising doesn’t have to rely solely on screens. By placing audio at the forefront of ad innovation, it is challenging the norms of how and where brands can connect with users. With a strong product offering, strategic investor support, and an expanding market, Audiomob is poised to become a major force in the future of advertising—not just in games, but across the wider audio-enabled digital ecosystem.
Its journey is a testament to how user experience, when paired with smart technology and visionary leadership, can lead to truly transformative products in a crowded digital space.
