Ultra, the one-stop destination for gamers, publishers, and developers, has completed a $12 million funding round led by Luxembourg-based multi-family office NOIA Capital through its NOIA Digital Assets fund.
Despite the challenging fundraising environment in Europe, Ultra has received significant interest across the gaming, blockchain, and technology sectors. This latest capital injection comes hot on the heels of the appointment of Gus van Rijckevorsel, a serial entrepreneur and transformational leader, who has taken the reins as CEO.
This investment underscores growing confidence in Ultra’s vision for building the future of gaming. That vision is set to become a reality under Gus’ leadership, as he prepares to execute a full-scale transformation poised at challenging the industry’s outdated models. This new era will redefine how games are played, published, and monetized, returning value to those who deserve it most – gamers, developers, and publishers alike.
The growth of the gaming industry’s global market size and audience demands new models of distribution and engagement. At the same time, Europe is lagging behind competitor markets in the emerging technology sector – including digital assets. Ultra is positioned at the convergence of these two industries and is set to lead a European technology revival.
Gus van Rijckevorsel, CEO at Ultra, said: “The gaming industry has been sitting on the sidelines for decades – too stubborn to change, too afraid to take a risk and think outside the box, and unable to reimagine what the future of gaming could look like. Right now, no one in the gaming industry is happy so why isn’t anyone doing anything about it? We’re here to change that and build a powerhouse that developers, publishers, and players can’t ignore. Today’s fundraise is only just the beginning and this year, we have ambitious plans to break the mold of the traditional game development and distribution cycle and push the boundaries of player experience and ownership. Just as Netflix redefined media consumption, Ultra will transform the gaming industry.”
NOIA Capital’s focus on growth capital opportunities perfectly aligns with Ultra’s new direction under a leadership team with a successful track record of restructuring and scaling.
Muhammed Yesilhark, CIO at NOIA Capital, said: “Ultra is bringing the kind of bold, disruptive thinking that the gaming industry desperately needs. Gus and his team have a clear vision for the future, backed by a strong tech foundation and a strategic roadmap that puts Ultra in a position to challenge legacy players. At NOIA Capital, we invest in companies that have the leadership and vision to redefine industries, and Ultra is exactly that.”
In line with Ultra’s 2025 roadmap, the capital from this round will be strategically deployed to hire top-tier talent, continue expanding and upgrading the Ultra platform, and lay the groundwork for acquisitions that will serve Ultra’s key stakeholders. This round also lays the foundation for a significant raise set to close later this year.
The completion of the funding round follows the appointment of Maxime van Steenberghe, a former partner at Circle Strategies, as Ultra’s Chief Operating Officer. Leveraging his consulting and entrepreneurial expertise, Maxime will spearhead the implementation of Ultra’s vision, centered on building the go-to gaming platform in Europe and beyond.
About Ultra
The Ultra platform is driven by a relentless dedication to creating the future of gaming, built by gamers and for gamers. Combining traditional gaming with cutting-edge technology, the Ultra platform provides a one-stop shop for gamers, and publishers, transforming how people play, create, and connect.
About NOIA Capital
NOIA Capital is a Luxembourg-based actively managed alternative asset manager pursuing excellence in digital assets and blockchain technology investments. Learn more at https://noiacapital.com/