San Francisco-based iOS and Android mobile gameplay recording and sharing platform Kamcord has raised US$7.1 million in a Series A round led by TransLink Capital, with participation from new investors DeNA, M&Y Growth Partners, KLab and SV Angel, as well as existing investors Innovation Works, XG Ventures, and Mark Williamson.

The startup had previously received US$1 million in funding from Tencent and Kai-Fu Lee’s Innovation Works in August 2013. That in itself should have been a sign that Kamcord, originally only for iOS games, was about to poise Asia as a key market while taking a global approach to expansion.

A month later, an Android beta version was launched, and the reason for doing so was clear – there is a bigger market in Asia when it comes to Android devices, especially in Japan, South Korea and China.

In conversation with e27, Aditya Rathnam, Co-founder, Kamcord, said, “The gaming culture in all Asian countries is very rich. This really resonated when I went to Japan.” He added that when he was in the US, he had to constantly explain why people would want to record videos of in-app mobile gameplay. In Japan, there was just no need to. “Everyone understood,” he continued.

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Isao Moriyasu, CEO, DeNA, agreed. He said, “Partnering with Kamcord offers our players a unique way to capture and share video of their in-game achievements on social media channels and Kamcord’s mobile app to deliver a more engaging gameplay experience.” The Japanese firm is also the owner of Mobage, a social gaming portal for mobile users.

Even as Kamcord focuses on expanding its reach in China, Japan and South Korea, Rathnam noted that the team is looking to understand Southeast Asia and work with the game developers in this region.

At the moment, the platform has been raking up a tonne of engagement. According to an official release, users are now sharing one video every two seconds with Kamcord. More than a million videos have been shared in the last month alone. He further added that 30 percent of all users click to download a game every day.

Some games featured on Kamcord include Mini Carnival, which saw 3.5 percent of views result in a comment, and 11 percent of views result in a ‘like’ on the platform, and Battle Camp, whose user-generated in-game videos have generated more than one million shares in less than six months.