Fuse Powered Inc.

About Fuse Powered Inc.

Fuse Powered Inc. operated as a mobile supply-side monetization and advertising mediation platform tailored for game developers. The company was founded in Toronto, Canada, in the fall of 2009 by Jon Walsh, initially under the name ByteMark Games. Walsh, a veteran tech entrepreneur with an HBA and MBA from the Richard Ivey School of Business, had previously founded the retail publisher Groove Media in 2001 and brought many team members from there. In February 2011, the company rebranded to Fuse Powered Inc. and narrowed its focus exclusively to the iOS and Android markets.

The firm's core business was to provide tools that helped mobile game publishers and app developers maximize their revenue. Its business model revolved around offering a suite of products that managed both in-app purchases and ad-based revenue streams. The company's platform, FuseBoxx, was a mobile publishing toolkit providing reporting and analytics to acquire, retain, and monetize users. A key product, AdRally, was an ad mediation platform that allowed publishers to control ad placement and targeting, serving the most suitable ad to the right user to optimize eCPMs. This player-centric monetization engine used real-time segmentation based on in-game behaviors like player level or spending patterns to deliver targeted offers. By remaining neutral and not operating its own ad demand sources, Fuse Powered aimed to help its clients generate the most revenue possible by allowing ad networks to compete based on performance.

Throughout its history, Fuse Powered secured significant funding, raising a total of approximately $12.7 million to $13 million from investors including Relay Ventures (formerly BlackBerry Partners Fund), NFQ Ventures, and the Government of Canada. A notable milestone was the acquisition of Corona Labs, a 2D mobile game development platform, in November 2014, which integrated an in-house development engine into its offerings. On January 28, 2016, Fuse Powered was acquired by Upsight, a mobile analytics and marketing automation platform, for an undisclosed amount. The acquisition aimed to create a comprehensive user lifecycle management platform by combining Upsight's analytics with Fuse's monetization tools. Following the acquisition, Jon Walsh assumed the role of President at Upsight.