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Monetise the metaverse with In-Play advertising – Admix raises $25m

UK company to expand real world footprint across America and APAC with Series B investment

In-play monetisation company Admix has raised $25 million in a Series B round to scale up its In-Play solution worldwide with the ambition to become the content monetisation layer for the metaverse.

Arriving just one year after Admix’s Series A round, this latest raise is the largest secured by any non-intrusive games monetisation company and brings Admix’s total funding to $37 million. Participating in the Series B round are renowned VCs Elefund, Force Over Mass, DIP Capital, Notion Capital, Speedinvest, Rocket Capital, Colopl Next, Sure Valley Ventures and Sidedoor Ventures, as well as growth investor Kuvi Capital and angels from the gaming industry.

The first phase of Admix’s development is reported to be on track to deliver a claimed 1,000% year-on-year revenue growth. Admix has doubled in size to more than 80 staff this year, with new hires planned in the Americas and APAC regions.

Founded in 2018, Admix pioneered In-Play advertising that bridges the gap between brands, creators and advertisers using non-intrusive product placements integrated inside video games. Over 300 global games and thousands of advertisers – including Calvin Klein, Schuh, Movember and Sky – currently use Admix’s end-to-end platform which utilizes drag and drop SDKs for game publishers to integrate into their games.

L-R: Admix co-founders – COO Joe Bachle-Morris and Samuel Huber, CEO

The new creator economy

A statement from the company says, “This fresh capital is set to power Admix’s evolution as a set of monetisation tools for the new creator economy, and its second critical phase of product development that will set standards in the formative metaverse.”

Samuel Huber, CEO and co-founder at Admix said, “This substantial funding round… signifies the start of Admix Phase 2. We see the internet entering a new stage: Web 3.0 or the metaverse, characterised by real-time 3D interactions and a new creator economy, spearheaded by the video games industry”.

He went on to say that, “While many players in our industry are essentially agencies, Admix is building critical infrastructure for creators to monetise their content in the best way possible.”

Admix COO and co-founder Joe Bachle-Morris added, “This Series B round – the most significant in our industry by far – comes at a time when household name brands and some of the highest-grossing games ever are joining either end of the Admix ecosystem. Research we released last week demonstrates just how hot an area this is for brands, with 93% of media buyers intending to conduct an In-Play campaign within the next few years.”

Bachle-Morris concluded that, “We’re excited to be able to put even greater firepower behind creating the infrastructure that will enable our creators and clients to maximise the opportunity.”

Written By

Steve is an award-winning editor and copywriter with more than 20 years’ experience specialising in consumer technology and video games. With a career spanning from the first PlayStation to the latest in VR, he's proud to be a lifelong gamer.

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