External traffic management service on MPlays markets raised 25 million rubles from Malina VC

Startup MPlays raised 25 million rubles from the Malina VC venture fund. This was told to RB.RU by the founder of Malina VC, Anton Pronin, and the founder of MPlays, Nikita Oshchepkov.

The parties did not disclose the company’s valuation based on the results of the round; information about the transaction at the time of publication was not reflected in the Unified State Register of Legal Entities.

MPlays helps you work with external traffic sources: bloggers, public communities on social networks, contextual and specific emails.

“This round will allow us to implement new functions: manage advertising in a single window, train advertising campaigns for specific actions, which will allow sellers to simplify their work and receive orders at least twice as cheap as at the moment,” said Oshchepkov .

According to the founder of Mplays, the service’s customer base currently amounts to more than 2.3 thousand people. By the end of the year, MPlays plans to attract up to 30 thousand users to the service.

Pronin emphasized that digital services for market participants are one of the key areas of investment for Malina VC.

“We expect from the team a multiple growth of the sellers’ customer base, the strengthening of functionality and the emergence of a new standard for the work of sellers in terms of influencer advertising,” noted the founder of Malina VC.

Mplays is managed by AT Mplays LLC, registered in 2023 in Novosibirsk. According to the Unified State Register of Legal Entities as of April 16, 2024, 67.8% of the company’s shares belong to Nikita Oshchepkov, 19.6% to Ilya Marchenko and 12.6% to Alexander Trubilin.