Last year, Adtech startup Admixs raised $ 7 million in Series A funding. Based in London, the company advertises in games, esports, virtual reality and augmented reality. Large-scale in-game advertising, which allows you to programmatically bid through traditional ad-buying platforms rather than relying on an advertising agency model, remains a vast area and is rarely utilized.
Today, Admix is doubling this model, spending $ 25 million in Series B rounds to scale up its in-play solution and prepare for new platforms such as the Metaverse. Facebook etc. are clearly building.
The new funding will bring Admixs’ total funding to US $ 37 million.
The round was jointly led by Elefund and DIP Capital. It also includes Force Over Mass, Notion Capital, Speedinvest, Rocket Capital, Colopl Next, Sure Valley Ventures, Sidedoor Ventures, as well as growth investor Kuvi Capital and gaming industry angels.
Samuel Huber, CEO and co-founder of Admix, commented: Players in our industry are essentially agencies, and Admix builds a critical infrastructure for creators to monetize their content in the best possible way.
Serik Kaldykulov, founder and managing partner of Elefund, commented: Sam and Joe are exactly the type of founders who want to work together at Elefund. They created Admix and In-Play with an incredible vision for the future of digital gaming. We believe that consumers and businesses will continue to play an important role in shaping how consumers and businesses exist and the world becomes known as the Metaverse. .. “
In detail, Huber said companies in the same sector include Bidstack, Advertise, Anzu, and Frameplay. However, the difference with these entities is that Admix automates the process and builds an infrastructure that uses the data to deliver unobtrusive ads to the right users in the right games. This technology means scalability (more than 300 games and hundreds of advertisers who have collaborated in the last two years, 90% self-onboarding) and protection against network effects. Therefore, VC is betting on dominating this category.
Admix recently signed an in-play campaign deal with Calvin Klein, Schuh, Movember and Sky.
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