Startup Mandeun (CEO Park Sang-hyun), which operates the game-type affiliate marketing platform 'Bam!', announced on the 14th that it has attracted seed investment from Korea Investment Accelerator (hereinafter referred to as Hantu AC) . This investment was made through Hantu AC's batch-type accelerating program 'Barun Donghaeng', and follow-up connections such as recommendations for the SMEs and Startups Ministry's Technology Incubation Support Program (TIPS) are also being considered. The investment amount is undisclosed.
'Bam!' is structured to induce consumer participation through game-type campaigns linked to content when influencers such as YouTubers introduce brand products. Users are provided with products when they win through game participation, and non-winners also receive discount benefits based on their scores. It is characterized by a 'participation-based consumption experience' rather than a simple purchase-centered one.
Hantoo AC focused on the platform structure that integrates the gamified consumption structure and interactions between influencers, fandoms, and brands. It is explained that it is in line with the trend that global venture capital is interested in, as it is a new form of commerce design linked to a content-based fan community that goes beyond a simple affiliate or advertising model.
The team behind Mandeun is comprised of people from the gaming industry, and is showing strength in structural design that takes into account user immersion and participation. HantooAC evaluated that 'Bam!' is suggesting new possibilities for commerce by gamifying consumer behavior and the purchase journey.
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