Despite a highly consolidated Scandinavian market dominated by Vertiseit and Zetadisplay, fresh growth stories continue to emerge – and Desquare’s new investment round led by Martin Norström with Duolingo founder Luis von Ahn is the latest proof. Independent CMS platforms are gaining new momentum in the gaps between the giants, signaling that the Nordic digital signage market remains far from saturated.
New Money for Nordic CMS: Desquare Attracts Star Investors
The Scandinavian digital signage market is known for its high level of consolidation, shaped primarily by the two dominant groups Vertiseit and Zetadisplay. Yet despite this concentration, the region continues to produce compelling independent growth stories. The latest example is Desquare, the Swedish CMS and RDM platform developer behind Designage, which has attracted a significant investment from a consortium led by Swedish IT entrepreneur Martin Norström with Duolingo founder Luis von Ahn.
At first glance, Scandinavia may not appear to be the most obvious target for new digital signage ventures. Vertiseit – with Visual Art, Grassfish, and Dise under its umbrella – and Zetadisplay have already carved out commanding positions across the region. But precisely because these two players define the landscape, new opportunities emerge in the spaces between them. Customers are increasingly seeking independent providers with alternative platforms, different operating philosophies, or a more agile delivery model. This dynamic has kept the market fluid and attractive for smaller CMS players.
Investor confidence grows: a signal to the market
Investor confidence in the sector is also being fueled by Vertiseit’s success story as a publicly listed company. If proof were ever needed that digital signage software companies can scale and attract outside capital, the new investment in Desquare provides it. Led by Swedish IT entrepreneur Martin Norström, CEO of Norteam, Duolingo founder Luis von Ahn is participating in the round – a clear signal that Designage is viewed as a platform with international potential.
Desquare has so far flown under the radar outside of Scandinavia, despite having appeared at several trade shows. Its cloud-based CMS and remote device management platform is already in use at well‑known Nordic clients across retail, real estate, and hospitality. Starbucks, the Swedish National Museum, and real estate group Fabege are among those relying on Designage to manage and scale their digital signage networks. With fresh capital, Desquare plans to strengthen its presence in Sweden and push into new markets beyond its home market.
A mature market that still rewards innovation
The Scandinavian CMS scene as a whole is in motion. Swedish platform Playipp, after securing its own investment, acquired Norwegian competitor Databeat and is pursuing further expansion – both organically and through acquisitions. Meanwhile in Denmark, market consolidation has created space for new entrants. After Vertiseit’s takeover of MultiQ (Mermaid) and the temporary dominance of LCD Media, openings emerged for independent players like Nordic Screen. The Danish company has carved out a clear positioning as an alternative to the two large Scandinavian groups – a strategy that appears to be resonating.
Together, these developments illustrate a broader trend: despite the maturity and consolidation of the Nordic market, innovation and entrepreneurial activity remain strong. Independent CMS platforms continue to find opportunities, investors are paying closer attention to the region, and channel partners and customers are seeking diversity in solutions and service models. With Desquare now backed by high-profile tech investors, the Scandinavian digital signage market is once again proving that it can produce companies ready to scale – even in the shadow of its two industry giants.
