London-based in-play advertising platform Admix that helps advertisers programmatically place virtual billboards in mobile and video games, announced that it has raised $25 million Series B.
The funding round brought Admix’s total funding to $37 million since 2018. The funding round includes participation from existing investors including Force Over Mass, Speedinvest and Sure Valley Ventures, as well as a host of new investors including Elefund, DIP Capital, Notion Capital, Capital, Colopl Next, Side Door Ventures, and Rocket. Several angel investors from the gaming industry also joined the round.
“This fresh capital will be to double down on our core differentiator: our In-Play technology. We will invest heavily in product development, serving the creator community and international expansion in the US and APAC. As opposed to many players in the space being agencies, our DNA is to focus on the ‘picks and shovels’.” Samuel Huber, CEO and Co-founder at Admix said in a statement.
Following the new round, Admix plans to apply its current technology to the new burgeoning creator economy which will be powered by Web 3.0.
“Web 3.0 will give rise to the metaverse — a collection of real time 3D experiences led by gaming, with a new decentralized creator economy backbone. Our phase 2 is to establish In-Play as a new infrastructure layer for gaming and this emerging metaverse. This will include establishing our technology as a service for game platforms, as well as building new tools for advertisers to engage with their audience in these new worlds.” Huber said.
“Make no mistake: this is an expansion, not a pivot. We’re still 100% committed to serve all kinds of game publishers, from mobile all the way to the metaverse. But the world is changing. From the way creators make money to the way that brands engage with their audience — and we’re also committed to being a constructive part of that future, and a guide to bringing others into this hyper-connected world too,” he added.