Series B26 October 2021

Admix raises $25m in a Series B round led by Elefund to scale its in-play monetisation platform globally.

The funding round was led by Elefund with participation from multiple venture firms to support expansion into the metaverse.

$25.0MSeries B

Admix provides in-play monetisation solutions that seamlessly integrate non-intrusive product placements into video games. The platform bridges the gap between gaming content and global brands.

Admix has secured $25m in Series B funding from a consortium of investors led by Elefund. The capital will be deployed to expand the company footprint across the Americas and APAC regions while developing monetisation tools for the metaverse.

The raise follows a Series A round concluded a year prior and brings the total capital raised by the firm to $37m. Admix operates an end-to-end platform enabling game publishers and advertisers to execute in-play advertising campaigns without disrupting user experience.

From the founder

"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."

Samuel Huber

CEO and Co-founder at Admix

Investor perspective

"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."

Serik Kaldykulov

Founder and Managing Partner, Elefund