Disney leads £10m investment in Playbuzz

Playbuzz: provides online quizzes and games to media brands and publishers
Playbuzz: provides online quizzes and games to media brands and publishers

Disney is investing money in Playbuzz, the interactive online content producer, as entertainment giant looks to expand its digital media offer.

Playbuzz has secured $15 million  (£10.4 million) in new funding, led by Disney and Saban Ventures, the venture capital investment arm of Saban Capital Group.

Some funding also came from Playbuzz's existing investors 83North, Carmel Ventures and FirstTime Ventures.

It is the latest play by Disney into digital media after investing in Vice Media last year. Vice is due to launch a new UK TV channel, Viceland, later this year.

Playbuzz, which provides online quizzes and games to media brands and publishers such as The Sun and MTV UK, also acts as a platform for clients to create their own content.

The company, which was founded in 2012 by Shaul Olmert and Tom Pachys, is looking to create and distribute more native ad campaigns at scale.

Olmert, the chief executive of Playbuzz, said: "Playbuzz enables publishers and brands to create content that matches today’s content-consumption habits, while generating meaningful engagement and new monetisation opportunities.

"The support of global leaders in media, such as Saban and Disney, will enable us to expand both our editorial reach and sponsored content business."

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