Having raised $5 million in its Series A round in October 2011, US smart TV gaming platform company PlayJam is continuing to build out its presence.

It's added an undisclosed - but presumably smaller - investment from London Venture Partners.

That's the fund set up by game veterans including David Gartner (ex-EA/Atari), David Lau-Kee (ex-Criterion/EA) and Phil Harrison (now running Microsoft's European studios).

Switched on

PlayJam has also been adding to its executive and advisory board.

Tony Bartel, president of US retailer GameStop, has joined the board to advise the company on expansion of its TV games platform and to build out its network of developers and publishers.

Ex-Media Molecule and FreeStyleGames executive Chris Lee joins the advisory board to provide commercial insight and extend its developer community efforts.

The final big hitter is Charles Huang, co-founder of Guitar Hero publisher Red Octane. He joins PlayJam's advisory board to help the company develop unique IP in the music and fitness genres.

"It's a great endorsement of the team's work to win support from such prominent figures in the games industry," said Jasper Smith, PlayJam's CEO and founder of PlayJam.

"With almost all new TVs, Blu-ray and media players being connectable, we believe the market for TV gaming will see exponential growth in the next few years. We see a world where playing games on TV is as simple as tuning in to your favourite TV show."