Starting out as an A/B testing platform for mobile and online game developers, US/Irish outfit Swrve has itself swerved in recent months, becoming what it calls a fully-fledged mobile marketing automation outfit.

And in order to keep pushing forward, it's just announced a $10 million Series B funding round, bringing its total funding to $22 million.

The round was led by Acero Capital, with its general partner Rami Elkhatib joining the board.

Existing investors including Atlantic Bridge and Intel Capital also participated.

Swrving towards success

Co-founded by Hugh Reynolds and Steven Collins, who also co-founded physics middleware outfit Havok, Swrve said it would use the cash to build out its platform, and hire additional staff in sales, marketing and engineering.

Now 50 staff-strong, Swrve is looking to grow to 75 by the end of 2014.

Backing up its progress, the company revealed that it's seen 300 percent customer growth over the past 12 months, and a 10-fold increase in non-gaming customers.

"After a deep dive in the mobile marketing automation space, we found that Swrve is in a league of its own. Its mobile-first platform provides a complete vision for personalizing and optimizing every step between consumers and the brands they love," commented Rami Elkhatib.

"With this kind of momentum, I'm looking forward to working with Christopher and the Swrve team to build a global leader in the fast growing $15 billion mobile marketing automation market."