As online gaming becomes the new social forum for living out virtual lives, a new startup called Medal.tv has raised $3.5 million for its in-game clipping service to capture and share the Kodak moments and digital memories that are increasingly happening in places like Fortnite or Apex Legends.

Digital worlds like Fortnite are now far more than just a massively multiplayer gaming space. They’re places where communities form, where social conversations happen and where, increasingly, people are spending the bulk of their time online. They even host concerts — like the one from EDM artist Marshmello, which drew (according to the DJ himself) roughly 10 million players onto the platform.

While several services exist to provide clips of live streams from gamers who broadcast on platforms like Twitch, Medal.tv bills itself as the first to offer clipping services for the private games that more casual gamers play among friends and far-flung strangers around the world.

“Essentially the next generation is spending the same time inside games that we used to playing sports outside and things like that,” says Medal.tv’s co-founder and chief executive, Pim DeWitte. “It’s not possible to tell how far it will go. People will capture as many if not more moments for the reason that it’s simpler.”

The company marks a return to the world of gaming for DeWitte, a serial entrepreneur who first started coding when he was 13 years old.

Hailing from a small town in the Netherlands called Nijmegen, DeWitte first reaped the rewards of startup success with a gaming company called SoulSplit. Built on the back of his popular YouTube channel, the SoulSplit game was launched with DeWitte’s childhood friend, Iggy Harmsen, and a fellow online gamer, Josh Lipson, who came on board as SoulSplit’s chief technology officer.

At its height, SoulSplit was bringing in $1 million in revenue and employed roughly 30 people, according to interviews with DeWitte.

The company shut down in 2015 and the co-founders split up to pursue other projects. For DeWitte that meant a stint working with Doctors Without Borders on an app called MapSwipe that would use satellite imagery to better locate people in the event of a humanitarian crisis. He also helped the nonprofit develop a tablet that could be used by doctors deployed to treat Ebola outbreaks.

Then in 2017, as social gaming was becoming more popular on games like Fortnite, DeWitte and his co-founders returned to the industry to launch Medal.tv.

It initially started as a marketing tool to get people interested in playing the games that DeWitte and his co-founders were hoping to develop. But as the clipping service took off, DeWitte and co. realized they potentially had a more interesting social service on their hands.

“We were going to build a mobile app and were going to load a bunch of videos of people playing games and then we we’re going to load videos of our games,” DeWitte says.

The service allows users to capture the last 15 seconds of gameplay using different recording mechanisms based on game type. Medal.tv captures gameplay on a device and users can opt-in to record sound as well.

“It is programmed so that it only records the game,” DeWitte says. “There is no inbound connection. It only calls for the API [and] all of the things that would be somewhat dangerous from a privacy perspective are all opt-in.”

There are roughly 30,000 users on the platform every week and around 15,000 daily active users, according to DeWitte. Launched last May, the company has been growing between 5 percent and 10 percent weekly, according to DeWitte. Typically, users are sharing clips through Discord, WhatsApp and Instagram direct messages, DeWitte said.

In addition to the consumer-facing clipping service, Medal also offers a data collection service that aggregates information about the clips that are shared by Medal’s users so game developers and streamers can get a sense of how clips are being shared across which platform.

“We look at clips as a form of communication and in most activity that we see, that’s how it’s being used,” says DeWitte.

But that information is also valuable to esports organizations to determine where they need to allocate new resources.

“Medal.tv Metrics is spectacular,” said Peter Levin, chairman of the Immortals esports organization, in a statement. “With it, any gaming organization gains clear, actionable insights into the organic reach of their content, and can build a roadmap to increase it in a measurable way.”

The activity that Medal was seeing was impressive enough to attract the attention of investors led by Backed VC and Initial Capital. Ridge Ventures, Makers Fund and Social Starts participated in the company’s $3.5 million round as well, with Alex Brunicki, a founding partner at Backed, and Matteo Vallone, principal at Initial, joining the company’s board.

“Emerging generations are experiencing moments inside games the same way we used to with sports and festivals growing up. Digital and physical identity are merging and the technology for gamers hasn’t evolved to support that,” said Brunicki in a statement.

Medal’s platform works with games like Apex Legends, Fortnite, Roblox, Minecraft and Oldschool Runescape (where DeWitte first cut his teeth in gaming).

“Friends are the main driver of game discovery, and game developers benefit from shareable games as a result. Medal.tv is trying to enable that without the complexity of streaming,” said Vallone, who previously headed up games for Google Play Europe, and now sits on the Medal board.