Yello
Enables publishers to bring their iOS and Android exclusive titles to new, emerging markets.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor investor investor | €0.0 | round |
£750k | Seed | ||
| Total Funding | 000k | ||
| USD | 2021 | 2023 |
|---|---|---|
| Revenues | 0000 | 0000 |
| EBITDA | 0000 | 0000 |
| Profit | 0000 | 0000 |
| EV | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 |
Source: Dealroom estimates
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Yello, operating as yello.games, represents the public-facing brand of GameBake, a London-based company founded in 2019 by a team of mobile games developers: Michael Hudson, Rocky Grant, and George Abdallah. The company has secured funding from investors including Fuel Ventures and Innovate UK. Initially launched under the name Yello, the firm rebranded to GameBake to better reflect its core business of integrating essential technologies into games for global distribution. The company positions itself as a developer of browser-based games and a provider of distribution, monetization, and marketing solutions for the broader gaming industry.
The business operates on two main fronts. For players, yello.games is a platform offering a collection of free-to-play, browser-based games across various genres like arcade, puzzle, and skill-based titles. A key feature for users is the instant-play capability, which requires no downloads or installations, with progress automatically saved, allowing for seamless gameplay across different devices. The platform also includes competitive elements such as leaderboards.
For business clients, primarily mobile game developers and publishers, the company provides an end-to-end distribution and monetization solution. This service aims to help developers publish their games on a variety of platforms beyond the traditional Google Play and Apple App Store, tapping into alternative app stores, social media, web portals, and video game streaming apps. The company's proprietary KILN technology is a core part of its offering, designed to be agnostic to game development environments like Unity or Unreal Engine. This allows developers to distribute and monetize their games through GameBake with a single, open-source SDK. After initially launching with an SDK, the company adapted its technology to be SDK-less to reduce friction for developers. The business model for this service is based on a simple revenue share.
Keywords: browser games, mobile game distribution, game monetization, cross-platform gaming, instant play games, GameBake, KILN technology, alternative app stores, game publishing, revenue share games, HTML5 games, cloud gaming platform, free-to-play, puzzle games, arcade games, skill-based games, game marketing solutions, game development tools, Fuel Ventures, Michael Hudson, George Abdallah