TROPHYROOM

The ad primitive
gaming was missing.

Brands issue trophies. Players keep them.

Now extending across every platform attention lives on.

$12.5K MRR · built with $50K angel + bootstrap
Overwolf integrated · cross-platform fitness layer in production
SEED
$550K SAFE @ $4M cap
02 · The Problem
Seed Deck

Gaming has 3.58 billion players, 8 hours a week of attention each, and no ad format they actually want.

The industry keeps building formats players reject: banners, pre-rolls, forced-view video. Native platforms like Steam, PSN and Xbox built achievement systems players love — but can't monetize them without cannibalizing their own economies.

Brand-issued trophies are the primitive nobody owns yet.

Authorship.

The trophy carries the brand's name, identity, and voice.

Scarcity.

Limited runs with real, enforceable caps.

Permanence.

Lives in the player's profile forever.

CONTEXT

Gen Z gamers spend more time in-game than on any single social platform. Yet 85% of in-game ad inventory remains banner / pre-roll / forced-view — formats that survey data shows they actively reject. The mismatch between audience attention and available ad formats is the largest untapped opportunity in digital advertising.

DEFENSE FOR DILIGENCE

Why platforms haven't entered: Steam, PSN, and Xbox each have ~70-90% gross margins on game sales and subscriptions. Brand-issued trophies would compete against this revenue base — every dollar spent on a brand trophy is a dollar not spent on game purchases. Microsoft Achievements (launched 2005) generated billions of engagement hours but was never directly monetized for exactly this reason.

Validation cases: Discord ads backlash 2023, Epic vs Apple 2020-24 (cost of breaking neutrality), Microsoft Achievements 2005-present (intentionally non-monetized). Three precedents that confirm the structural barriers.

The three things gaming attention was missing.
03 · The Solution
Seed Deck

A trophy is not a reward.
It's an asset with three attributes.

01 / AUTHORSHIP
Brand-authored object
The trophy carries the brand's name, identity, and voice. Not a generic badge — an authored digital object the player keeps under your name.
02 / SCARCITY
Enforceable, not decorative
Limited runs with real caps. "Only 500 issued worldwide" is enforceable in the platform, not a marketing line.
03 / PERMANENCE
Asset, not artifact
Lives in the player's profile forever. Not a coupon. Not a drop. An object the player keeps as identity.

Works for gaming-native brands. Unlocks access for everyone else.

Works for every platform where attention lives — gaming today, fitness already, more coming.

ASSET DEFINITION

"Asset" here means a digital object with persistent properties owned by the player — closer in concept to a Steam achievement than to an NFT. Non-transferable, non-tradeable, non-speculative. No web3, no marketplace, no token mechanics. The persistence is what makes brand authorship valuable: brands don't rent attention, they issue something that stays.

FOUNDER NOTE — WHY NOT WEB3

The original product thesis (2022-2023) explored SBT (soulbound token) infrastructure. The concept fit — non-transferable, persistent, brand-issuable. Implementation friction with mainstream gamers was prohibitive: wallet adoption, gas fees, mental model resistance, association with scams.

Pivoted to web2 infrastructure maintaining all SBT properties (non-transferable, persistent, brand-issued) implemented in conventional database with standard APIs. The product thesis is the same. The infrastructure is what changed. If web3 adoption matures sufficiently in the future, can re-evaluate as internal implementation decision — not market positioning.

04 · Why Now
Seed Deck

Three shifts converging in 2025–2026 make brand-issued trophies the format gaming is ready for.

01 / STANDARD
The attention standard arrived.
IAB and MRC published the Attention Measurement Guidelines in November 2025, defining four methodologies for measuring attention as a media unit. Brand-issued trophies produce attention by design — opt-in, verifiable, persistent.
02 / FORMAT
Gaming rejects interruption, accepts reward.
14.6% of gamers feel positive toward in-game ads. 41.4% accept ads when reward is attached (Attest 2025). Among Gen Z, 74% become receptive when reward is real (ZBD 2024).
03 / AUDIENCE
Gen Z gaming is no longer a niche.
90% of Gen Z identifies as a gamer, averaging 8 hours per week (Deloitte 2026). 3.58 billion players globally (Newzoo 2025).
TIMING THESIS

Attention as media unit becomes procurement-ready in 18-36 months as IAB frameworks adopt across DSPs and agencies. Reward-based formats become preferred when ad-blocker adoption + signal loss force reallocation. The category is being defined now — Adelaide, Sincera, and others are building measurement layers; TR is building the issuance layer below them.

SOURCE VALIDATION

IAB+MRC Attention Measurement Guidelines V1.0: Published Nov 11, 2025. Four official methodologies — Data Signal-Based Measurement, Visual and Audio Tracking, Physiological and Neurological Observation, Panel- or Survey-Based Methods. Public PDF available at iab.com.

Attest gaming attitudes report: Published March 10, 2025 — "Gaming in 2025: What Brands Need to Know." Cited figures: 14.6% positive sentiment, 41.4% reward acceptance.

ZBD Gen Z gamers study: Published May 15, 2024, n=2,004 Gen Z gamers US. Cited figures: 43% rejection of in-game ads, 74% reward receptivity, 81% non-gaming brand engagement.

Newzoo 2025 + Deloitte 2026: Both primary sources accessible for diligence verification.

The infrastructure to issue, measure, and persist this attention did not exist. We're building it.
05 · How TR Produces Attention
Seed Deck

Other ad formats compete for attention.
Brand-issued trophies create it.

Banner / Video Ads TrophyRoom
Engagement typeInterruptionPursuit
DurationSecondsHours of gameplay toward trophy
FrequencyHigh repetition requiredSingle completion, permanent reward
PermanenceDisappears after impressionLives in player profile forever
Data signalViewability + clicksFull-funnel: views, completions, attention time, brand association
IAB alignmentStandard impression metricsAligned with IAB Attention Measurement Guidelines (Nov 2025)
UNIT ECONOMICS COMPARISON

A standard $15K trophy campaign captured by 500 players averaging 5 hours each = 2,500 hours of attention with brand authorship present. $6 per hour of dedicated attention with brand presence. Compare to gaming display CPM ($8–15 per 1,000 impressions of 1–3 seconds each): TR is 50–200x more efficient per real attention hour when measured as sustained engagement.

HOW TR DIFFERS FROM SPONSORED CONTENT

Sponsored content: brand pays for production + distribution, viewer consumes passively, content disappears from feed. Awareness metrics (impressions, views).

Brand-issued trophy: brand pays for issuance capability, player decides to pursue, trophy persists in profile permanently. Pursuit metrics (started, completed, attention time, retention of brand association).

Closest conceptual analog isn't sponsored content — it's loyalty programs (Starbucks Rewards, frequent flyer miles), but gamified, brand-issued in single object, persistent in user identity. Difference from loyalty: TR doesn't require pre-existing brand relationship. The first time the player encounters the trophy is the first brand contact; the pursuit builds the association.

Banners measure attention. We earn it.
06 · Traction
Seed Deck

$50K invested. $124K invoiced.
Five months sustained at $12.5K MRR before strategic pause for V2.

BRAND CAMPAIGNS DELIVERED

  • Pharmaceutical / OTC — Eurofarma (Gen Z connection)
  • Wellness / digital health — Kibit (audio platform → broader wellness)
  • Mobile media networks — Bennu portfolio (multi-vertical)

Mix of one-off and recurring partnerships. Contracts since 2024 invoiced via Ambar Labs Delaware.

STUDIOS LIVE ON PLATFORM

  • Jam City
  • Rough House Games
  • Game Station

Active community engagement campaigns running through 2025.

CROSS-PLATFORM VALIDATION

Production integrations with Strava and Apple Health (additional fitness/wellness platforms in development). Cross-domain campaigns executed where a single trophy combines actions across gaming and fitness.

Proof that the primitive works beyond a single attention surface.

$124K
Lifetime invoiced
via Ambar Labs Delaware
$50K
Capital deployed
angel + bootstrap
2.5x
Revenue-on-capital
one stream active
113M
Overwolf MAU reach
integration complete

Strategic pause Q1 2026: paused new partner activations to rebuild platform for V2 (launch June 2026). V2 expands cross-platform coverage and brand-side self-service. Brand partners confirmed to re-activate alongside relaunch.

WHY THE PAUSE

V1 validated product-market fit (5 months sustained MRR, repeat business across categories). V2 required platform rebuild to support cross-platform integrations + brand-side self-service tooling. Pausing new activations was the disciplined call — bringing partners back to V1 infrastructure when V2 was 4 months away would have created friction. All paused partners received explicit re-activation invitation alongside V2 launch with early-adopter pricing.

REVENUE PROJECTION SCENARIOS (YEAR 1 V2)

Conservative case: $700K revenue · 20 standard + 8 cross-platform + 1 enterprise + 0 custom = ~$58K MRR run-rate end of year.

Base case: $1.1M revenue · 25 standard + 12 cross-platform + 1 enterprise + 1 custom = ~$92K MRR run-rate end of year.

Optimistic case: $1.5M revenue · 30 standard + 15 cross-platform + 2 enterprise + 1 custom = ~$125K MRR run-rate end of year.

Detailed financial model with monthly breakdown, sensitivity analysis on activation timing of three key levers (brand pipeline, paid acq, enterprise sales cycle), and burn projection available in data room.

Built capital-efficient through 2025. This round funds the team and platform that scale beyond it.
07 · Business Model
Seed Deck

One revenue stream proven.
One premium tier emerging.
Designed for high-margin scale.

STREAM 1 · ACTIVE SINCE 2024
Brand Campaigns
Brands pay TrophyRoom to issue trophies tied to engagement conditions across platforms.

Pricing in V2 (tiered by campaign complexity):
  • Standard campaign (single-platform): from $15K
  • Cross-platform campaign (2+ attention surfaces): from $35K
  • Enterprise / annual partnership: $100K–$250K ARR

$124K invoiced. Brand campaigns delivered across pharma, wellness, mobile media. V2 pricing reflects shift from validation phase to growth phase.

STREAM 2 · EMERGING PREMIUM
Custom Integration Tier
For brands or studios requiring deep technical integration (custom achievement detection, dedicated API, white-label trophy mechanics).

Priced per scope, starting at $50K integration + ongoing campaign fees. High-margin, low-volume. Targeted post-Series A as scalable infrastructure matures.

What we are not doing: No marketplace fees. No player-to-player trophy economy. No web3 token mechanics. We monetize the brand side. Players never pay.

PRICING NARRATIVE

V1 ran at validation pricing ($5–15K range) to reduce friction during PMF discovery. V2 introduces tiered pricing aligned with AdTech market benchmarks (target gross margin 65%+ industry standard for infrastructure plays). The shift is positioning, not arbitrary increase: cross-platform campaigns are structurally more complex to deliver and more valuable to brands — pricing tier reflects both.

UNIT ECONOMICS BY TIER

Standard ($15K floor): direct costs ~$3-5K (rewards, fulfillment, ops). Target gross margin 60-65%.

Cross-platform ($35K floor): direct costs ~$8-10K (multi-integration ops, expanded reporting). Target gross margin 70-75%.

Enterprise ($100K-250K ARR): direct costs ~$15-30K (dedicated account team allocation, custom features). Target gross margin 80%+.

Custom Integration ($50K+ one-time + recurring): high-margin one-time + ongoing campaign fees. Targeted at studios + brands requiring white-label or custom mechanics.

Blended ARPU projection in Year 1 V2 base case: $25-30K per active account, scaling to $35-40K in Year 2 as cross-platform mix grows.

One product line proven, one premium tier ready, zero noise.
08 · Team + Unfair Advantage
Seed Deck

Two founders. Nine years of brand AdTech operating experience.
One agency that opens doors most founders have to knock down.

Máx Machado

CEO & FOUNDER

Founder of TABI (performance marketing agency, 2016–present, fintech / gaming / retail clients including Astropay/dLocal ecosystem). 10 years operating in gaming and marketing technology, including BI strategy, audience analytics, and hands-on technical leadership. Former lead writer on gaming and pop culture for Univision (4M+ readers).

Brings: AdTech operating experience, brand pipeline, technical leadership, founder-market fit.

Ana Laura Laglère

COO & CO-FOUNDER

Co-founder of TABI. 10+ years leading marketing teams and building gaming/pop-culture communities (managed Univision properties with 2M+ users). Member of Women in Games. At TrophyRoom leads marketing, community, brand, and operational relationships with external partners. Drives UX strategy across product touchpoints.

Brings: Marketing leadership, partner-facing operations, UX strategy, community-building.

THE TABI ADVANTAGE

Most gaming founders have to learn brand AdTech from scratch. We've been running it for 9 years. TABI gives TrophyRoom three structural advantages:

  • Brand pipeline — Active client relationships across pharma, fintech, gaming, retail. New TR campaigns sourced from existing relationships, not cold outreach.
  • AdTech literacy — Native fluency in attribution, measurement, paid media economics. We don't pitch attention as theory — we operate it daily.
  • Execution capacity — TABI's team can support campaign delivery for TR without requiring TR to hire ahead of revenue.

Technical support: 2 contracted engineers supporting V2 development. Strategic angels: Martín Larzabal Fuentes (CEO Crowder, ex-República AFAP) · Juan Manini (Co-Founder Cryptotrust, gaming/fintech angel investor)

LEGAL STRUCTURE

TABI and Ambar Labs (TrophyRoom's corporate entity, Delaware C-Corp) are legally separate entities with a common founder. No equity overlap. A Master Services Agreement formalizing services provision, revenue attribution, and IP ownership (TR is 100% Ambar Labs property) is being finalized with counsel ahead of round close.

TEAM SCALING PLAN

Round closes immediate gap: Founder full-time (currently splits with TABI), Senior Engineer (V2 platform + cross-platform infrastructure ownership), BD Lead (US/global brand acquisition outside TABI network).

Year 1 team end-state: 3 full-time core (founders + senior engineer + BD lead) + 2-3 expanded contractors. Total headcount 5-7. Capital efficiency by design — no jump to 10+ team that destroys discipline narrative.

CTO question: No formal CTO. Founder leads technical architecture with contracted engineering support. Senior engineer hire post-round can grow into technical lead role. Acknowledged as transition state, not permanent — adding title without bandwidth is worse signal than honesty.

Built lean by design. This round funds the operators that scale without losing the discipline.
09 · Use Cases
Seed Deck

Three patterns of brand-issued trophy campaigns.
Same primitive, different attention surfaces.

USE CASE 01 · GAMING-NATIVE
Single-Platform Gaming Campaign
Mid-tier game studio · 2 active titles · LATAM region
Studio sought to drive returning players and signal community recognition during a content update window. TrophyRoom designed a branded trophy program tied to in-game achievements during a 12-week campaign window with a 400-trophy cap.

Validated: campaign delivered to scope, studio engagement maintained throughout window, learning around player completion patterns informed V2 pricing tiers.
USE CASE 02 · NON-GAMING BRAND
Non-Gaming Brand Reaches Gamers
Pharmaceutical OTC brand · Gen Z connection · Multi-product portfolio
Brand had no native channel to reach gaming audiences — traditional ad spend was being blocked, sponsored content felt forced. TrophyRoom designed a branded trophy issued to gamers who completed specific in-game milestones during a 4–6 week campaign window with a 500-trophy cap. Trophy carried brand authorship and a redeemable reward.

Validated: campaign closed and delivered, brand renewed for a second campaign — the strongest signal that the format produced value.
USE CASE 03 · CROSS-PLATFORM
Cross-Platform Trophy (Gaming + Fitness)
Wellness-positioned brand · Cross-condition trophy
Brand wanted to validate that their target audience engaged with both gaming and active lifestyle. TrophyRoom designed a multi-condition trophy: completion required both an in-game achievement AND a fitness-tracked activity. Single trophy, two attention surfaces, one verifiable signal. 6–8 week pilot with a 150-trophy cap.

Validated: first proof point that the trophy primitive works as cross-domain attention infrastructure. Technical mechanic (multi-platform verification) operated correctly. Pilot informs V2 cross-platform tier as core differentiator.
METRICS APPROACH

V1 ran with operational discipline but limited reporting infrastructure. V2 introduces dashboard-grade campaign reporting: views, starts, completions, attention time toward unlock, redemption rate, cross-platform breakdown. Pricing tier ($15K–$35K floors) requires this level of reporting to sustain — the round funds the engineering for it.

DILIGENCE EVIDENCE AVAILABLE

Use Case 1 (Game Station): signed contract, invoice via Ambar Labs Delaware, operational communications with studio, trophy cap (400) and campaign window (12 weeks) documented in contract.

Use Case 2 (Eurofarma): initial signed contract + renewal contract for second campaign (strongest signal), invoices, operational communications, trophy cap (500) and window (4-6 weeks) documented.

Use Case 3 (Bennu portfolio wellness brand): signed contract, invoice, technical documentation of cross-platform integration, trophy cap (150) and window (6-8 weeks).

Reference calls with point of contact at each brand can be coordinated for diligence. Brand-side confirmation of business relationship and delivery to scope available.

Same product. Three patterns. Each one closed by brands that traditional ad formats could not reach effectively.
10 · Competitive Landscape
Seed Deck

Banners measure impressions. Trackers measure achievements.
We're the first to make brands the issuer.

Banner / Video Sponsored Streams Reward-Based Ads Achievement Trackers Attention Measurement TrophyRoom
Brand can author content✓partial✓✗✗✓
Earned attention (opt-in)✗✗partialn/an/a✓
Persistent in user profile✗✗✗✓✗✓
Cross-platform attention✗✗✗✗partial✓
Issued asset (not impression)✗✗✗n/an/a✓
Replicable by Steam/PSN/Xboxn/an/apartialyesyesstructurally no

Why reward-based ad formats are not the same product: Overwolf's Moment-Triggered Ads and reward-based formats trigger an ad after a gameplay event — but the output is an impression, not an asset. The brand rents attention during a campaign window. When the campaign ends, nothing persists. TR issues an asset with brand authorship that lives in the player profile permanently. Notable: Overwolf is our distribution partner, not competitor. Different layer of the stack.

Why platforms can't replicate this: Steam, PSN and Xbox built achievement systems players love — but cannot monetize them directly without cannibalizing their own ad and engagement economies. A trophy authored by a third-party brand is a category they cannot enter without conflict.

STRUCTURAL BARRIERS DETAIL

Three reasons native platforms remain out of category: (1) economic cannibalization — their achievement systems sustain core monetization (game sales, subscriptions); brand-paid trophies compete against that revenue. (2) supply-side neutrality — Steam selling trophy slots to brands without dev consent breaks marketplace trust. (3) brand mismatch — gamers read platform-issued content as system, third-party-issued as recognition. Historical validation: Microsoft Achievements (2005, never directly monetized), Discord ads backlash (2023), Epic vs Apple neutrality cost (2020-24).

OVERWOLF REWARDED ACHIEVEMENTS — POSITIONING

Overwolf CEO declared in Variety (July 2025) that they are "evolving the Rewarded Achievements ad product." We monitor this closely. Three reasons we read it as category validation, not structural threat:

One — Architecture: Overwolf is overlay/in-game platform for PC gaming. Building Virtual Hall (persistent post-gameplay profile), cross-platform integrations (gaming + fitness + wellness), or brand-issued profile authority would require rewriting their architecture. Goes against core thesis.

Two — Business model: Overwolf monetizes by selling attention inventory during gameplay (ad impressions, sponsored tournaments). TR monetizes by selling issuance rights (brand emits asset that persists). Changing from "sell inventory" to "sell issuance" is fundamental model change, not feature addition.

Three — Brand authorship persistence: Overwolf model has brand appearing during campaign and leaving. TR model has brand remaining as permanent issuer. Requires brand profile management infrastructure Overwolf doesn't have or need.

Most likely outcome: Overwolf Rewarded Achievements becomes additional reward layer on existing model (gamer completes achievement, receives generic reward or coupon). Useful but doesn't compete with asset issuance + cross-platform + brand-issued authorship combined.

We're not competing for the same dollar as banners or trackers. We're creating the format that uses dollars they can't reach.
11 · Go-to-Market
Seed Deck

Two organic channels proven.
One paid channel funded by this round.

CHANNEL 01 · BRAND-SIDE · ACTIVE
TABI Agency Network
9 years of brand AdTech operating relationships across pharma, fintech, retail, gaming. Active client base allows TR to source brand campaigns from warm intros, not cold outreach. Faster sales cycles, higher conversion, lower CAC than typical B2B AdTech.

Strength: brand acquisition. Limitation: regional concentration in LATAM markets.
CHANNEL 02 · GAMER-SIDE · INTEGRATED
Overwolf Distribution
Integrated as in-game app on Overwolf platform: 113M MAU, 1,500 game studios. Direct distribution to engaged PC gaming audience without standalone user acquisition.

Strength: organic gaming user reach. Limitation: reaches users already in gaming ecosystem — does not solve cross-industry user acquisition (Strava users, wellness-app users) needed for V2 thesis.
CHANNEL 03 · CROSS-PLATFORM · FUNDED BY THIS ROUND
Paid Cross-Platform Acquisition
The user we have not yet been able to acquire is the cross-platform user — someone active in gaming AND in fitness, wellness, or other adjacent attention surfaces. Bootstrap operations limited paid acquisition entirely.

This round funds the first systematic paid acquisition program targeting this user. TABI's existing AdTech expertise provides operational capability; the capital provides reach.

Strength enabled: cross-platform user base that validates and scales V2 thesis.
CHANNEL ECONOMICS

Channel 1 (TABI) produces deals at 20-30% conversion rate from warm intro to signed contract — vs 3-8% typical for cold AdTech B2B. Channel 2 (Overwolf) provides organic distribution at zero CAC for gaming-native trophies. Channel 3 (paid acquisition) targets cross-platform user as new audience tier — operationally executed by TABI's media team, capital provides reach. Three channels, three problems solved, one product.

DIVERSIFICATION ROADMAP

TABI dependency mitigation: Year 1 milestone explicitly includes "5+ brand deals outside agency network" as diversification target. BD lead hire mandate is to build pipeline outside TABI ecosystem. Year 2 base case projection: brand acquisition outside TABI represents 60%+ of new pipeline.

What "outside agency network" means: deal where conversation didn't initiate via TABI's existing client relationship or Máx's intro leveraging TABI network. Valid sources: BD lead cold/inbound outreach, referrals from non-TABI portfolio brands, ecosystem intros (Overwolf, Strava, Xsolla).

Risk if concentration persists: if Year 1 milestone of 5+ outside deals isn't met, signal that BD function needs different approach before Series A. Plan B is extension SAFE for 6-9 additional months to refine BD before Series A push.

Brand pipeline through TABI. Gaming users through Overwolf. Cross-platform users through this round.
12 · Market
Seed Deck

Brand attention spend is moving toward formats users actually choose.
Gaming is the largest pool. Cross-platform is the multiplier.

THE AUDIENCE

3.58B
Players globally
Newzoo 2025
90%
Gen Z identifies as gamer
Deloitte 2026
8 hrs
Per week average
Deloitte 2026

Gaming is no longer a vertical. It's where the most engaged generation spends its attention.

THE SPENDING SHIFT

$188.8B
Global gaming market 2025
Newzoo
$8.6B
In-game ad spend US 2025
eMarketer
~$10B
By 2029
eMarketer

Brands are reallocating ad spend toward formats that survive ad-blocker adoption and signal loss. Banner-based formats are losing relevance fast — only 14.6% of gamers feel positive toward in-game ads (Attest), but 74% become receptive when reward is attached (ZBD 2024).

THE CATEGORY WE ARE BUILDING

Brand-issued trophies are the first attention primitive that:

  • operates across platforms (gaming + fitness + wellness)
  • produces opt-in engagement measurable under IAB 2025 standards
  • cannot be replicated by native platforms without economic conflict

Bottom-up sizing: A single mid-market cross-platform campaign at TR pricing ($35K floor) replicated across 1,000 brands annually = $35M ARR opportunity in the tier we already serve. One product line, one geography, one tier.

MARKET SCOPE NOTE

TR operates primarily on PC/console + cross-platform, not mobile gaming advertising. The eMarketer $8.6B figure represents Total Game Ad Spending US (mobile + console + PC + handheld). Our addressable subset (Nonmobile Game Ad Spending) is approximately $2.5–3.5B and growing. Mobile expansion is roadmap Phase 4 post-Series A — separate market dynamics with established players (Unity, IronSource, AppLovin). We win in the underserved PC/console + cross-platform tier first.

EXPANDED OPPORTUNITY SIZING

The $35M illustrative figure is conservative — single tier, single geography, single product line. Real expansion vectors:

Multi-tier per brand: If mid-market brands run 2-3 campaigns/year mixing tiers (Standard $15K, Cross-platform $35K, Enterprise $150K average), ARPU per active brand reaches $80K-$150K/year. 1,000 active brands = $80M-$150M ARR.

Geographic expansion: US + EU + LATAM + APAC at 1,000 brands each easily doubles the universe.

Cross-industry: Cross-platform as differentiator opens adjacent verticals (fitness brands, wellness, learning) that aren't gaming-native but pay for gaming-validated reach.

Total realistic opportunity when all dimensions activate: $250M-$500M ARR range. Deck shows conservative floor case to be defendible — full TAM discussion happens in conversation, not in static deck.

We're not capturing share of an existing market. We're building the format the spending is moving toward.
13 · Roadmap
Seed Deck

Four phases.
Each one validates the hypothesis the next depends on.

PHASE 01 · COMPLETE · AUG 2024 – Q4 2025
Validation
Hypothesis tested: Brands will pay for trophy-based campaigns with measurable engagement.
Validated: $124K invoiced. Repeat business across categories. $12.5K MRR sustained 5 months with $50K capital and zero paid acquisition.
PHASE 02 · IN PROGRESS · Q1–Q4 2026 · FUNDED BY THIS ROUND
Cross-Platform Activation
Hypothesis to test: The trophy primitive scales beyond gaming. Brands pay premium for cross-platform attention. Tiered pricing aligns with AdTech market benchmarks.
  • V2 platform launch (June 2026): cross-platform integrations live, tiered pricing, full IAB-aligned reporting
  • First systematic paid acquisition program targeting cross-platform users
  • Senior engineer + BD lead hires
  • Launch partner cohort: 3–5 brand contracts secured pre-launch
  • Xsolla partnership negotiation for studio-side distribution

Exit metric: $45K+ MRR sustained, 3+ revenue verticals active, cross-platform usage as primary differentiator.

PHASE 03 · POST-ROUND · Q1–Q3 2027
Series A Readiness
Hypothesis to test: Trophy infrastructure scales horizontally across attention surfaces. Enterprise tier is repeatable. Brand-side self-service unlocks volume without proportional headcount.

Series A trigger criteria:
  • $100K+ MRR sustained for 3 consecutive months ($1.2M+ ARR run-rate)
  • At least 1 enterprise partnership signed at $100K+ ARR
  • Cross-platform usage as primary differentiator: 30%+ of active campaigns are cross-platform
PHASE 04 · 2028 ONWARDS · SERIES A AND BEYOND
Attention Infrastructure at Scale
Mobile expansion (native iOS/Android trophy mechanics with own SDK). API for third-party platforms to issue trophies under their own brand authority. Data partnerships with attention measurement leaders. Geographic depth across 3+ regions.
VALIDATION LADDER LOGIC

Each phase validates the hypothesis the next phase depends on. Phase 1 proved brands pay. Phase 2 proves cross-platform scales + premium tier viable. Phase 3 proves enterprise tier repeatable + self-service unlocks scale. Phase 4 proves TR becomes infrastructure layer rather than just product. The round funds Phase 2 — every milestone declared is what unlocks the next round, not aspirational.

SCENARIO PLANNING

If Phase 2 exit metric ($45K MRR) is exceeded: Series A conversation strengthens with proof points. Outperforming on declared floor = positive narrative for valuation step-up.

If Phase 2 exit metric is met but not exceeded: baseline trigger met, Series A possible but at moderate valuation. Consider extension SAFE to keep building before formal Series A push.

If Phase 2 exit metric is missed: indicates one or more lever activations slower than expected (paid acquisition, enterprise sales cycle, cross-platform brand education). Plan B: extension SAFE for 6-9 months to identify which lever is blocked and refine before next round.

Phase 4 honesty: "API for third-party platforms" and "data partnerships with Adelaide-tier" are aspirational vision contingent on Phase 3 success. Not promises for round-funded period. Mobile expansion is the most concrete Phase 4 element.

Gaming is where we started. Cross-platform is where we proved the primitive scales. Attention infrastructure is where we go.
14 · The Ask
Seed Deck

$550K SAFE @ $4M cap.
18 months runway to Series A-ready metrics.

$550K
SAFE @ $4M cap
Seed round
18 mo
Runway to milestone
Series A trigger

TEAM GAP THIS ROUND CLOSES

  • Founder full-time (currently splits with TABI)
  • Senior engineer (V2 platform + cross-platform infra)
  • BD lead (US/global brand acquisition beyond TABI network)

MILESTONE TARGET (18 MONTHS)

  • $45K+ MRR sustained
  • 5+ brand deals outside agency network
  • Series A-ready metrics: 3+ revenue streams, cross-platform validated

USE OF FUNDS

Talent 60%
Product 25%
Growth 10%
Ops 5%
TALENT — 60%

Founder full-time + senior engineer + BD lead

PRODUCT — 25%

V2 platform development + cross-platform infra

GROWTH — 10%

Paid acquisition cross-platform users

OPS & LEGAL — 5%

TABI/Ambar agreement + corporate

VALUATION CONTEXT

$4M cap reflects: capital efficiency demonstrated ($124K invoiced / $50K deployed = 2.5x revenue-on-capital with one stream active), structural advantage via TABI (9-year brand AdTech operating relationships), and category positioning (cross-platform attention infrastructure). Comparable seed AdTech rounds: Adelaide $1.4M extension (Aperiam-led), Sincera $4.2M seed (NextView-led), Olyzon $5M extension (Cassius Capital-led), Rembrand $8M seed (Greycroft + UTA). Cap aligned with stage and category, not point-in-time MRR.

DETAILED USE OF FUNDS BREAKDOWN

Talent — 60% (~$330K over 18 months): Founder full-time conversion (~$120K/year), Senior Engineer hire (~$130K/year), BD Lead hire (~$110K base + commission structure tied to deals closed outside agency network).

Product — 25% (~$140K): V2 platform development completion, cross-platform integrations expansion (additional fitness/wellness platforms), brand-side dashboard build, reporting infrastructure for tier pricing sustainability.

Growth — 10% (~$55K): First systematic paid acquisition program targeting cross-platform users. Operationally executed via TABI media team (existing AdTech expertise reduces overhead). Capital provides reach.

Ops & Legal — 5% (~$27K): Master Services Agreement TABI/Ambar Labs ($3-5K one-time), corporate compliance Delaware ($2-3K/year), enterprise contract review esporadic ($5-10K over 18 months).

What round does NOT cover: Series A negotiation legal (covered by % of future raise), litigation reserves, full-time legal counsel.

Built capital-efficient. This round funds the team that scales without losing the discipline.
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