Luminii provides strategic & CDD support to YFM and GEEIQ’s Management team on YFM’s follow-on investment

20 May 2026 /

Luminii are delighted to have provided CDD and strategic support to YFM and GEEIQ’s Management Team on their recent investment in GEEIQ, a digital platform and consultancy for brands investing in virtual world platforms.

Virtual worlds intelligence platform GEEIQ has secured $6.8m (£5m) in new investment led by YFM Equity Partners, with participation from GFR, Haymarket and existing angel investors, as brands accelerate investment across platforms including Roblox, Fortnite and ZEPETO.

GEEIQ offers insights, data and analytics for games and virtual worlds to help brands navigate, measure and grow across these world-famous gaming platforms. Brands use GEEIQ to benchmark performance, identify partners and creators, and optimise spend across activations, campaigns and social channels. London-headquartered GEEIQ was launched in 2018 and works with a range of global brands including Walmart, L’Oréal, Gucci, NASCAR and Warner Bros.

When YFM first backed GEEIQ in 2023, virtual worlds were still largely experimental for most brands. Three years on, platforms like Roblox are reaching more than 500 million users every month, and the question has shifted. 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 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.

Since YFM’s initial investment, the business has grown strongly, returning a record Q1 in 2026 and building a solid pipeline with major sports and entertainment brands. YFM’s follow-on reflects their conviction in both the opportunity and GEEIQ’s position within it.

The new investment will accelerate product development, including AI-powered planning and measurement capabilities, deepen strategic data partnerships with current and emerging platforms, and support expansion into new verticals and international markets.

"Luminii are delighted to have supported YFM Equity Partners and GEEIQ’s Management team on YFM’s follow-on investment in GEEIQ, which further builds on our track record in the technology sector. It has been a pleasure to work with Adam Hart, Charles Hambro, James Burden, and Michel Cassius and we extend our best wishes to YFM and GEEIQ for continued success in the future." – Lushani Kodituwakku, Managing Director, Luminii Consulting

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