Crenk

Direct-to-consumer mobile content service Thumbplay scored $18 million in Series E financing from rookside Capital Partners, the public equity affiliate of Bain Capital, and Cross Creek Capital, a private equity affiliate of Wasatch Advisors.

Thumbplay is behind the mobile content sales for Internet portals like AOL and MSN, as well as offering a branded service to consumers that allow fans to buy content outside of the carrier content menu. The funding will be used to accelerate growth, expand its direct-to-consumer product offerings and to expand internationally.