Admix raises $ 25 million Series B to increase in-game ads and prepare for Metaverse game – TechCrunch
Last year, we hedged the $ 7 million Series A funding for startup Adtech Admix. The London-based company runs ads for games, e-sports, virtual reality and augmented reality. Large-scale in-game advertising, where advertisers can bid programmatically through traditional ad buying platforms, rather than relying on an ad agency model, remains a huge, largely under-exploited area. .
Today, Admix is ââdoubling down on that same model, with a $ 25 million Series B round to expand its âIn-Playâ solution and prepare it for new platforms like Metaverse – like Facebook and others. are clearly developing.
The new increase brings Admix’s total funding to US $ 37 million.
The cycle was co-led by Elefund and DIP capital. Also participating are Force Over Mass, Notion Capital, Speedinvest, Rocket Capital, Colopl Next, Sure Valley Ventures and Sidedoor Ventures, as well as growth investor Kuvi Capital and angel investors from the video game industry.
Samuel Huber, CEO and co-founder of Admix, commented: âWe see the Internet entering a new stage: Web 3.0 or the metaverse, characterized by real-time 3D interactions and a new creators economy, led by the The video game industryâ¦ many players in our industry are primarily agencies, Admix is ââbuilding a critical infrastructure that allows creators to monetize their content in the best possible way.
Serik Kaldykulov, Founder and Managing Partner of Elefund, said: âSam and Joe are exactly the type of founders we want to work with at Elefund. They created Admix and In-Play with their incredible vision for the future of digital gaming, and we believe they will continue to play an important role in how consumers and businesses exist and interact in what the world will experience. like the metaverse. . “
While developing, Huber told me that companies in the same space include Bidstack, Adverty, Anzu, and Frameplay. However, he said the difference with these entities is that Admix âbuilds an infrastructure to automate the process and deliver non-intrusive ads to the right user in the right game at the right time, using the data. This technology means scalability (out of over 300 games and hundreds of advertisers we’ve worked with over the past 2 years, 90% are self-integrated) and advocacy for network effects, which is why VCs are betting on us to dominate the category.
Admix recently signed deals for In-Play campaigns with Calvin Klein, Schuh, Movember and Sky.