Paid search intelligence firm Adthena has landed £2m in funding from Melvyn Morris, who previously invested in Candy Crush developer King Digital Entertainment.

The Shoreditch-based firm will use the funding to expand beyond the two markets where it currently operates – Australia and the UK, with clients including Toyota, British Gas and Asda – into Germany, France and the US.

Morris stepped down from his position as Kings chairman in November 2014, shortly after the companys IPO – which saw the value of his shares rise to approximately $800m (£612m) at the start of trading – but before it was acquired for $5.9bn by gaming giant Activision Blizzard earlier this year.

As part of the investment, Morris will join Adthenas board.

“With search marketing spend making up on average 50 per cent of digital marketing spend, there is a clear market opportunity for Adthena with their patented technology to provide marketers with a unique whole market view,” said Morris. “Adthena has proven market traction in the UK and Australia, with over 120 customers, and the investment will enable them to expand into new markets and exploit the $83bn search marketing opportunity.”

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