Huge funding round in Israeli high-tech: $15 million for physical games
The startup that connects classic board games like chess and the Rubik's cube to the digital world has completed a surprising investment round, on its way to establishing a sales network in the United States.
According to a report in TheMarker, the Israeli startup company Particula, which develops smart games, recently completed a funding round of $15 million. The round was led by a new investor in the company, the Ella fund from Haifa, and was joined by existing investors Grove Ventures and Flashpoint. This round brings the total investment in Particula since its founding in 2017 to $25 million.
Particula, which operates from Netanya and employs about 30 people, stands out in the Israeli high-tech landscape thanks to its focus on a unique field: physical consumer products that combine hardware and software. The company, founded by brothers Udi and Amit Dor, develops modern versions of classic games like chess and the Rubik's cube, and connects them to the digital world using smart applications.
The company's CEO noted in an interview with TheMarker that the funding amount is considered unusually large for the hardware sector. According to him, while in the past this field was perceived as risky for investment, the development of artificial intelligence has changed the picture. Artificial intelligence allows players to interact with physical games in a more intuitive way, making investment in the field safer and more attractive than before.
The company, which began its journey by developing tricks for magicians, has launched several successful products to date. Among them, one can find a smart Rubik's cube that transmits data to an app, a set of rechargeable game dice, and a chessboard that provides tips via built-in lights. Particula is also working on obtaining licenses for well-known brands, and recently achieved great success with a Harry Potter-branded chessboard.
The funding is expected to be used by Particula for the development of new products, brand building, and the establishment of a sales network in the United States, with the goal of expanding beyond direct sales on Amazon and the company's website. The company's next intriguing project, expected to be released towards the end of the year under the Harry Potter brand, is a robotic chessboard where the pieces move automatically on the board.
