In Game advertising company Admix has raised $25m from a series B round in order to scale up it's in game solution worldwide and to further develop its solution as a monetisation layer for the metaverse. The investment takes Admix's total funding to $37m  with participants in the latest round from 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.

Founded in 2018, Admix's in-play advertising solution provides for non-intrusive advertising in games across platforms. Over 300 games currently use the tech, bringing advertisers into their games via drag and drop SDKs and has recently signed deals for In-Play campaigns with Calvin Klein, Schuh, Movember and Sky. 

Samuel Huber, CEO and Co-founder of Admix said of the latest investment round, "We’re delighted to have secured this substantial funding round which signifies the start of Admix Phase 2. This funding round validates the incredible hard work which the entire team has worked so tirelessly to reach. We see the internet entering a new stage: Web 3.0 or the metaverse, characterized by real-time 3D interactions and a new creator economy, spearheaded by the video games industry. We are establishing In-Play as the monetization layer for gaming and the metaverse. While many players in our industry are essentially agencies, Admix is building critical infrastructure for creators to monetize 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. We’ve built an unbeatable tech stack, proved our model commercially and recently put boots on the ground in North America, LATAM and APAC, where our presence will now be ramped up. Admix is at the forefront of gaming as a media channel and we’re excited to be able to put even greater firepower behind creating the infrastructure that will enable our creators and clients to maximize the opportunity.” 

By Gamesforum Staff