Happy Cloud announced that it has raised $4.25 million in series A funding led by Avalon ventures, with Jesselson Capital and Shaman Ventures contributing. Tamir Buchler, who recently was COO and CRO of the shopping network Pronto.com, was also named CEO of the on-demand cloud gaming service.

“Happy Cloud adds unparalleled value to the gaming ecosystem by eliminating barriers to entry and giving users what they want,” said Buchler. “By offering free on-demand access to the best high-end games, we can bring new gamers on board, increase conversions and keep gamers engaged.”

“Game quality and capacity continue to reach new heights, and as the gaming industry evolves, the need for a scalable on-demand technology becomes even more relevant,” added Avalon Ventures managing director Rich Levandov. “We’ve seen many solutions raise lots of capital and fail because they don’t scale. Happy Cloud is the only scalable technology of its kind and will dramatically disrupt the industry while creating value for the entire gaming world.”