Admix Raises $25M in Series B Funding


Admix, a London, UK and NYC-based In-Play monetization company that bridges the gap between gaming content and brands, raised USD $25m in Series B funding.

Backers included 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 company, which has raised USD $37m in total funding, intends to use the funds to scale up its In-Play solution worldwide and establish it as the content monetization layer for the metaverse.

Founded in 2018 by Samuel Huber, CEO, and Joe Bachle-Morris, COO, Admix provides an In-Play advertising solution that bridges the gap between brands, creators and advertisers using non-intrusive product placements integrated inside video games. The platform utilizes drag and drop SDKs for game publishers to integrate into their games, a platform for advertisers to access the gaming world, independently verified measurement and data reporting.

Admix already works with over 500 advertisers worldwide to monetize more than 300 gaming and virtual-world experiences.