Esports analytics firm FanAI has raised $8 million in a Series A funding round.

The round was led by Japanese company Marubeni Corporation, further input was given from Allectus Capital, CRCM Ventures, Courtside Ventures, GC Tracker Fund, M Ventures, Sterling VC and GFR Fund.

“Digital measurement based on real purchase data is a tremendous opportunity for brands as they optimize spend outcomes across entertainment and sports,” said Marubeni vice president and general manager Daniel Welt.

“Marubeni’s Next Generation Business Development sees FanAI as a strategic partner for the APAC region to bring leading platform analytics to that market.”

Overall, FanAI has raised $12.5 million. The recently acquired $8 million will be used to further grow the company - the investment from Marubeni will help to open doors within the Asian market.

"We couldn't imagine a better strategic investor than Marubeni to help realize our business objectives in a brand new market," said FanAI CEO Johannes Waldstein.

"Marubeni has forged incredibly strong business relationships throughout the region, and with this partnership we are positioned to expand our team and continue to build out our self-serve sponsorship data platform."

Earlier this year, the Santa Monica-based company acquired esports data firm Waypoint Media.