Value proposition

Sometrics, a wholly-owned subsidiary of American Express, helps publishers market free-to-play online games and monetize virtual currency through GameCoins.com and the industry’s most advanced in-game payment solutions. Sometrics’ payment processing, optimization and analytics platform is also being used to support Serve, American Express’ new digital payments and commerce platform, to deploy virtual currencies and loyalty programs on a global scale.

With Sometrics’ in-game payment and optimization platform, game publishers gain a new revenue source that enhances existing payment methods and increases conversions among paying users via advanced analytics tools. The company offers dozens of payment options in over 100 countries including credit cards, mobile, pre-paid cards, bank transfers and more, in addition to hundreds of brand engagement ads.

Sometrics raised $2 million in capital in its first round of funding, led by the Mail Room Fund, an investment consortium that combines big Hollywood (the William Morris Talent Agency) with Silicon Valley (Accel and Venrock) venture capitalists, in addition to co-investors AT&T and Greycroft Partners. Series B financing totaling $4 million was closed in October of 2009, led by Steamboat Ventures and including the Mail Room Fund and Greycroft. American Express acquired Sometrics in September of 2011.