British Startup OBT Live Secures €2.6 Million In Series A Round

The funding will help OBT Live use AI and real-time insights to support brands in media, sports, retail, and leisure to boost sales and build customer loyalty.

The funding round was led by NPIF II – Praetura Equity Finance, managed by Praetura Ventures under the Northern Powerhouse Investment Fund II.

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OBT Live will use the money to grow its UK team, improve its products, and expand its presence in industries ready for digital transformation.

Paul Shannon and Chris Hodgson Co-CEOs & Founders of OBT Live, said: “Securing this investment is a significant milestone for OBT Live. It not only validates our vision but also provides the resources to scale our operations and enhance our service offerings. We’re excited to partner with Praetura Ventures, whose commitment to supporting northern tech businesses aligns perfectly with our growth ambitions.”

They do this by using a mix of behavioral psychology, proven ways to keep people interested, game design ideas, and real-time technology to make digital experiences that feel relevant, fun, and engaging.

Peter Carway, Investment Director at Praetura Ventures, said: “OBT Live’s innovative approach to LiveOps and customer engagement positions it at the forefront of digital transformation across multiple industries. It’s also an example of how Liverpool is advancing its cluster of innovation and harnessing a new generation of tech talent. We’re proud to be supporting OBT Live’s journey with more than money, and we look forward to contributing to its continued success.”

OBT Live’s special software, Engage AI, is inspired by the gaming world and LiveOps, which means updating digital experiences regularly to keep users interested. This helps brands create timely experiences like challenges and rewards that users enjoy.

Using Engage AI, LiveOps, and a team of engagement experts, OBT Live helps brands keep users involved with challenges, rewards, and interactions that make online experiences more effective.

For example, a retail brand might offer a challenge or reward during busy shopping times to turn visitors into buyers while gathering better customer information.

Sue Barnard, Senior Investment Manager at British Business Bank, added: “OBT Live represents the kind of forward-thinking, tech-driven business that NPIF II is here to support. With its innovative approach to customer engagement and real-time digital experiences, it is helping brands transform how they connect with consumers. This investment underlines our commitment to backing ambitious Northern companies driving growth, embracing digital transformation, and creating high-value jobs in the region.”

This funding comes after a period of fast growth for OBT Live, including its recent international expansion into the Middle East with a new regional hub in Dubai.

About OBT Live

OBT Live was founded in 2023 by Paul Shannon and Chris Hodgson to help brands go beyond basic content and generic campaigns. They create highly personalized experiences that change based on how users behave in real time.