Admix Raises $25M Series B for In-Game Ads & Metaverse Gaming

Admix Secures $25 Million Series B Funding to Expand In-Game Advertising

Previously, we reported on Admix’s $7 million Series A funding round last year. The London-based adtech startup specializes in bringing advertising into games, e-sports, virtual reality, and augmented reality environments.

The potential for large-scale in-game advertising, facilitated by programmatic bidding through established ad-buying platforms – rather than traditional agency models – represents a substantial, largely untapped market.

Scaling the "In-Play" Solution

Admix is now reinforcing its core strategy with a $25 million Series B investment. This funding will be used to expand its “In-Play” solution and prepare for integration with emerging platforms, such as the metaverse, which companies like Facebook are actively developing.

With this new investment, Admix’s total funding now reaches USD $37 million.

Investment Details

The funding round was jointly led by Elefund and DIP Capital. Additional investors include Force Over Mass, Notion Capital, Speedinvest, Rocket Capital, Colopl Next, Sure Valley Ventures, and Sidedoor Ventures.

Growth investor Kuvi Capital and angel investors from within the gaming sector also participated in the round.

Executive Commentary

Samuel Huber, CEO and co-founder of Admix, stated: “We are witnessing a transition to a new phase of the internet – Web 3.0 or the metaverse – defined by real-time 3D interactions and a burgeoning creator economy, driven by the video games industry.”

He further explained, “Unlike many companies in this space that function primarily as agencies, Admix is focused on constructing essential infrastructure that empowers creators to monetize their content effectively.”

Serik Kaldykulov, founder and managing partner at Elefund, added: “Sam and Joe embody the qualities we seek in founders at Elefund. Their vision for the future of digital gaming is remarkable, and we are confident they will be instrumental in shaping the metaverse experience for both consumers and businesses.”

Differentiating Factors

Huber identified Bidstack, Adverty, Anzu, and Frameplay as competitors in the same field.

However, he emphasized that Admix distinguishes itself by “building infrastructure to automate the advertising process and deliver unobtrusive ads to the appropriate user, within the correct game, and at the optimal moment, leveraging data.”

This technological approach enables scalability – demonstrated by work with over 300 games and hundreds of advertisers, with 90% self-onboarding – and creates network effects that strengthen the company’s position.