Haymarket Ventures says Playe enables brands to partner with its global network of creatives, to create tailored content of any kind, wherever they need it. Playe provides the cloud based tools for this ecosystem to collaborate, and its infrastructure overcomes the locational cost and sustainability challenges traditionally associated with global content creation.
The backing from Haymarket, alongside other investors including Fuel Ventures and 1in100 Ventures, has allowed Playe to make its official market launch today in the UK, Europe and Australia. The funding will be used to focus on Playe’s international expansion and accelerating product delivery.
Playe has established itself as a resource for international brands including McKinsey, Mr Yum, Bloomreach and Catawiki, looking to scale their creative capability, in response to increasing demands for localised content. More than 350 creatives are already using the platform to connect with the brands who need them.
Haymarket added that it is already a Playe customer. Its largest UK division - Haymarket Business Media - has been using the platform and connecting with video content creatives in Germany and Singapore, for brands including Windpower Monthly and C&IT. Today’s investment is a strategic and collaborative partnership that sees Haymarket committed to funding over the next two years.
Playe was formed in 2021 by co-founders Jonas Espvall, Mitch Brown and Rob Older. Their combined knowledge in content creation comes from years of experience, working at companies including Adobe, Google and Salesforce.
Kevin Costello, chief executive at Haymarket said: “Playe is exactly the kind of purpose-driven, innovative startups Haymarket Ventures wants to work with. Having seen the impressive results ourselves, as a customer of the platform, it was an easy decision to invest in them.
“The approach and work ethic of Jonas, Mitch and Rob have made them a joy for our teams to work with. This is much more than an investment for us and I look forward to seeing everything our strategic partnership with Playe has to offer, in the coming months.”
Jonas Espvall, co-founder of Playe added: “It was important that we found investors who are excited by our vision and believed in our platform. We have certainly found that with Haymarket Ventures.
“We believe the future of creative work is the gig economy. But engaging these creatives can be challenging, particularly for larger organisations with global demands. There’s a gap in the market for technology to solve this, and that is what Playe has set out to do. We support brand content teams with the capabilities to engage, manage and pay independent creatives all over the world.
“It’s been brilliant working with the Haymarket team as both a client and investor - this is just the beginning of a like-minded, successful partnership.”
Mitch Brown, co-founder of Playe concluded: “Having Haymarket Ventures as a shareholder made perfect sense as they have deep content experience and the expertise to help us grow and expand. It's clear they believe in the long-term success of Playe.
“In today’s economy, clever brands are looking for ways to create more, with less - Playe gives them exactly that. With this funding, we will be able to take our business to the next level and make a real impact in the creative industry.
“We urge any brand content team, agency or freelancer looking to elevate their creative capability to get in touch at hello@playe.com and discover how we can help take your content creation function to the next level.”
Haymarket Ventures says it is actively looking to invest in early-stage businesses prior to Series A funding rounds, and is interested in start-ups across the broad technology and media sectors, where it holds in-house expertise including martech, adtech, fintech and greentech among others.
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