The company announced it has invested in London-based startup GEEIQ, a marketing, data and analytics platform and consultancy that works with brands to optimise their strategy in the gaming and esports industry.

Customers of GEEIQ include Gucci, Tommy Hilfiger and L’Oreal Group, and it has helped clients partner or integrate with games including Pokémon Go and Roblox.

Haymarket’s Media Group Chair, Rupert Heseltine, sits on the advisory board of GEEIQ and has worked with the business since 2020.

Haymarket Ventures is 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.

Kevin Costello, Chief Executive at Haymarket, said: “It was clear from the outset that GEEIQ was a great fit as our first investment. Co-founders Charles, James and Andrew are expertly absorbed in the gaming space and the success in their mission-driven, innovative approach is clearly reflected in the success seen already after just three years and look forward to everything that’s still yet to come.”