// startup autopsy
Eko (formerly Interlude)
Israeli interactive video startup that raised $170M trying to make branching narratives mainstream.
timingSlow Death
Years-long decline before final shutdown · Fatal mistake: Market Misread
// the model, blind
Evaluating only Eko (formerly Interlude)’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. Documented cause: Market timing.
Key Events Timeline
FOUNDING
Eko (formerly Interlude) founded in Israel to pioneer interactive video technology.
FUNDING
Eko secures partnership with MTV to produce interactive entertainment content and expand audience reach.
FUNDING
Eko raises $170M in Series C funding led by Walmart and other investors to scale interactive commerce video platform.
PRODUCT LAUNCH
Eko launches interactive commerce video features, positioning Walmart investment toward shoppable branching narratives.
DOWN ROUND
Eko experiences declining adoption as mainstream content creators reject branching narrative format and viewer engagement stalls.
PIVOT
Eko pivots away from consumer platform focus as Walmart's interactive commerce conversion rates fall far below projections.
SHUTDOWN
Eko ceases all operations and winds down its consumer platform after failing to achieve mainstream adoption of interactive video.