Accel Partners and Index Ventures Lead Funding and Mind Candy Expands Its Product Lineup.
Mind Candy, the UK based company behind the Alternate Reality Game (ARG) Perplex City, announced today it has raised $7 million from Accel Partners and existing investors Index Ventures and NewMedia Spark. The funding comes in advance of a major expansion of new products to be announced in early 2007 including the development of its second major puzzle brand aimed at a younger demographic.
An ARG is a form of mystery or treasure hunt that blends real world events, websites, text messages, TV, print and a wide range of other media to create an immersive gaming experience.
Mind Candy's signature game, Perplex City, revolves around the search for a missing treasure with a $200,000 (100,000 Pounds) reward. The game has proved most popular with 16 to 30-year-olds and currently has tens of thousands of players from 92 different countries around the world. The players are in the final stages of piecing together the clues to the game that have been hidden across a wide variety of different media.
The second season of the game will be launching in early 2007 and there are currently a wide-range of new Perplex City products in development including books, video games and mobile content.
About Mind Candy
Mind Candy Incorporated (www.mindcandydesign.com) is the creator of Perplex City (www.perplexcity.com). The company, based in London, is Europe's leading developer of Alternate Reality Games. Mind Candy was founded in 2003 by Michael Acton Smith who previously co-founded online retailer Firebox.com in 1998. Original backers of Mind Candy include Tom Teichman, NewMedia Spark, John Hegarty, Saul Klein and Robin Klein.
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