Uk based AdTech startup Admix secures USD 25 million in Series B round

Admix, the leading In-Play monetization startup that bridges the gap between gaming content and brands, raised USD 25 million in a Series B round participated by Elefund, Force Over Mass and others on 26 October 2021. The latest raise is the largest secured by any non-intrusive games monetization company and brings Admix’s total funding to USD 37 million.

Investors: Renowned VCs Elefund, Force Over Mass, DIP Capital, Notion Capital, Colopl Next, Speedinvest, Rocket Capital, Sure Valley Ventures and Sidedoor Ventures, as well as growth investor Kuvi Capital and angels from the gaming industry participated in the latest funding round.

The Objectives behind the funding: The company plans to deploy the current proceeds to scale up its In-Play solution worldwide and establish it as the content monetization layer for the metaverse.

About Admix

Founded in 2018 by Joe Bachle-Morris and Samuel Huber, Admix pioneered In-Play advertising, an unrivalled solution that bridges the gap between brands, creators and advertisers using non-intrusive product placements integrated inside video games. More than 300 global games and thousands of advertisers presently use Admix’s end-to-end platform, which uses drag and drop SDKs for game publishers to integrate into their games. It is a platform for advertisers to access the gaming world, independently verify measurement and data reporting. The startup has recently made key hires in the Americas and APAC, where its presence will now be expanded further. The company is experiencing hypergrowth driven by unprecedented inbound and direct sales and has doubled in size to over 80 staff this year. It has recently signed deals for In-Play campaigns with Calvin Klein, Schuh, Movember and Sky.

What the Founders have to say:

Samuel Huber, CEO and Co-founder at Admix said, “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, commented, “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.”

What the Investors have to say:

Serik Kaldykulov, Founder and Managing Partner at Elefund, said, “Sam 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 that they will continue to play a significant role in shaping how consumers and businesses exist and interact in what the world will come to know as the metaverse.”

Lucas Stoops, Investment Manager at Force over Mass Capital, added, “We are delighted to invest in Admix again. This Series B shows the wider market is waking up to new monetization tools. The investment will allow Admix to continue to innovate with its platform, enabling developers to monetize their games and advertisers to reach a new and growing audience.”

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