In-game ad network IGA Worldwide has raised $25 million in a second round led by GE/NBCU’s new Peacock Equity fund and KTB Ventures. Existing investors Easton Capital, Morgenthaler Ventures, Intel Capital and DN Capital also took part. The company now has raised a total of $42 million. The first round closed at $17 million this time last year (it was first announced as $12 million but Intel added another $5 million). 

SEE ALSO: In Game Ad Firm IGA Gets Additional $5 Million From Intel

From the announcement, Peacock Equity’s Thomas Byrne explaining the investment: “The gaming industry is one of the major focuses for our Fund and has high growth potential that can shape the future of the new media advertising industry.”

The Peacock Fund’s first investment, even before it had a cute name, also was in advertising—$3 million in ad tech company Adify. Peacock’s mission is to invest $3-15 million per company in technology that can be used as NBCU builds out online.