Adjoe expands into APAC with new offices & leadership

Hamburg-based adjoe has opened new offices in Singapore and Tokyo as part of its strategic expansion into the Asia-Pacific (APAC) region.

This move follows adjoe's EUR €100 million funding round in 2022, supported by Bertelsmann, and comes on the heels of its US expansion in 2023. The company regards APAC as a key market, owing to its robust mobile gaming and advertising sectors, particularly in countries like China, Japan, and South Korea.

At the heart of adjoe's offerings is a product called Playtime, which provides a rewarded ad solution seamlessly integrated within non-gaming apps in an arcade-style manner. The Playtime feature incentivises users by rewarding them with the host app's currency. It benefits from engaging with curated mobile games, enhancing prolonged user engagement for both the host and featured games.

For game developers, this translates to increased user acquisition facilitated by adjoe's sophisticated algorithmic capabilities that promise above-average installs per mille (IPM) and sustained user interaction, especially in competitive markets such as APAC.

Adjoe collaborates with globally renowned clients, including Fetch, the largest rewards app in the United States, and ShopBack, a prominent player in the Asia-Pacific shopping, rewards, and payments landscape. It also works with Yuu Rewards Club in Singapore and Green Ponta Action in Japan, showcasing Adjoe's extensive reach and ability to partner effectively across diverse markets.

To drive its regional growth initiative, adjoe has appointed experienced leaders well-versed in the APAC ad tech and mobile app ecosystems. Eileen Keng has joined as Vice President of Revenue APAC, bringing over a decade of experience from her roles at X (formerly Twitter), Chartboost, Fyber, and Gogolook.

In Japan, Daisuke Hattori takes on the role of Country Manager. Hattori's background includes experience in Japan's gaming and ad tech industries, with former roles at Sony and Bandai Namco. His expertise in local app ecosystems and consumer trends is expected to be instrumental in reinforcing adjoe's market position in Japan. Joining him is Satoshi Takeuchi, who will oversee new partnerships, drawing from his extensive background with organisations such as Google and Yahoo.

Vincent Zhang has been appointed Senior Demand Partnership Manager for Greater China, offering 12 years of experience in programmatic advertising and user acquisition from companies like Google, Meta, Funplus, and Applovin. In South Korea, Hyemin Han joins as Senior Supply Partnerships Manager, contributing her insights from her time at X and Paktor to foster partnerships and drive growth within the region.

Jonas Thiemann, Co-Founder of adjoe, commented, "Expanding into APAC is an exciting milestone for adjoe, as the region generates over 50% of global mobile gaming revenue and leads in advertising innovation. With solutions like Playtime, we aim to boost engagement and retention for our partners, helping them tap into this thriving market. Backed by our innovative approach and experienced APAC team, we are ready to strongly impact the mobile adtech industry."