Inside Social Games

Sometrics helps social and other online gaming companies optimize the ads and advertising offers that appear to users. Its analytics software shows which ads are most relevant to particular users based on activity and demographic information. Things seem to be going well, as the company has raised a second round of funding.

Specifically, $4 million in new funding, on top of a previous $1.55 million. The new investor is Steamboat Ventures, a venture capital affiliate of The Walt Disney Company. Steamboat managing director Beau Laskey has also joined Sometrics’ board of directors. Past investors the Mailroom Fund and Greycroft Partners also put more money in to the company.

Advertising offers have become a key way for many social gaming companies to make money: They allow users to sign up for other services, like Netflix subscriptions or ringtones, and in turn receive points to use in a game.

Los Angeles-based Sometrics works with social gaming companies like Playdom, but has also been signing up massive multiplayer online gaming sites recently, including Atlus Online, Ndoors Interactive and ijji.com.