Eeple - melty.fr

Eeple SAS operates as the publishing entity for Meltygroup, a prominent digital media enterprise headquartered in France. The company was established in 2008 by co-founders Alexandre Malsch, Jonathan Surpin, and Jérémy Nicolas. The genesis of the company can be traced back to Malsch's earlier project, actuados.fr, which he launched in 2004, laying the groundwork for what would become a significant player in youth-oriented digital content.

The core of the business is melty.fr, an infodivertissement (infotainment) platform launched on January 11, 2008, specifically targeting the 12-17 age demographic. Over the years, the target audience has broadened to encompass individuals aged 15 to 34. The company's business model is primarily anchored in advertising, utilizing sophisticated methods such as content marketing and native advertising to generate revenue. A key component of their strategy is an in-house technology platform engineered to monitor and analyze young readers' interests in real-time, which allows for the optimized creation and distribution of content across various platforms, including social media.

Meltygroup's content portfolio is diverse, covering topics ranging from celebrity news, television series, and cinema to high-tech, gaming, and lifestyle trends. The firm has expanded its digital footprint by launching additional specialized media brands such as "La Crème du Gaming" (video games), "Peaches" (for young women), and "Supersoluce" (video game guides). Demonstrating a forward-thinking approach to content distribution, Meltygroup has embraced a multi-platform strategy, producing original content formatted specifically for social media channels like Snapchat and Facebook, rather than solely focusing on driving traffic to its own websites. This strategy has proven effective, with a significant portion of its audience consuming content off-site.

The company has achieved several notable milestones, including securing a 25% capital investment from Bouygues Telecom Initiatives in March 2009. Subsequent funding rounds and strategic partnerships, including a significant €10.5 million fundraising in 2015, facilitated international expansion into countries like Italy, Spain, and Brazil. In a landmark development, Reworld Media entered into exclusive negotiations in October 2021 to acquire 100% of Meltygroup's share capital, an acquisition that was completed shortly thereafter. This transaction was intended to bolster Reworld Media's presence among younger audiences and expand its reach into the strategic gaming segment.

Keywords: digital media, youth culture, infotainment, content marketing, native advertising, online publishing, audience analytics, social media strategy, brand monetization, entertainment news, gaming media, lifestyle content, celebrity journalism, French tech, media acquisition, Reworld Media, Alexandre Malsch, youth marketing, ad-tech, content platform